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Net Promoter Score
Net Promoter Score
Lorianne avatar
Written by Lorianne
Updated over a week ago

NPS stands for Net Promoter Score.

There are two places NPS is displayed:

1. On the PRODUCT DASHBOARD page, for a single product sold on many retailers. Here’s an example view from the PRODUCT DASHBOARD page:

2. On Graphs & Charts XREF, for any custom search criteria, such as all products on one retailer, all products of one category or competitor products. Here is where you find NPS on Graphs & Charts:

What is NPS?

The basis for the NPS score comes from the traditional opinion question “how likely are you to recommend this product?”

We use the following 5-point scale:

  • 5-star reviews are promoters: Loyal and enthusiastic customers

  • 4-star reviews are passive: Satisfied with your service but not happy enough to be considered promoters.

  • 1, 2, and 3 star reviews are detractors: Unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.

The net promoter score is calculated as (% of promoters - % of detractors).

How is NPS calculated?

Consider a product with 85 total reviews. Of those, 60 are 5-star (promoters), 19 are 4-star (passive), and the remaining 6 are detractors.

The % of promoters = 60/85 = 70.58%

The % of detractors = 6/85 = 7.05%

Therefore, 70.58% promoters - 7.05% detractors = 63.5% NPS

What is considered a healthy NPS score?

-100-0: Most customers are dissatisfied with your product or brand and are warning others to avoid your services.

1-30: Slightly more customers are promoters than detractors, with a considerable room for improvement.

31-50: This is a typical score for businesses that value and deliver quality customer experiences.

50-70: Businesses here are highly invested in customer satisfaction. This score is characteristic of beloved brands with a large promoter base.

71-100: This rare score signifies a business is among the best in its field.

The score can also vary based on the product category and its price range.

The NPS indicates how likely your product is to be promoted by customers. For example, in comparing two products that each have an average rating of 4 stars, the product with a higher percentage of 5-star reviews is more likely to be promoted.

Keep in mind that the NPS can vary greatly depending on customer location. In some countries it’s rare for customers to assign 5 stars to a product, and in other countries customers are more hesitant to assign low ratings.

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