NPS is based on one question: 'How likely are you to recommend this to a colleague?' Responses (0-10) are segmented into Promoters (9-10), Passives (7-8), and Detractors (0-6). NPS = % Promoters - % Detractors. Most valuable as a trend over time.
Ongoing tracking of customer satisfaction and loyalty. Direction of movement matters more than the absolute number.
- Survey: 'On a scale of 0-10, how likely are you to recommend this to a friend or colleague?'
- Follow up: 'What is the primary reason for your score?'
- Classify: 9-10 = Promoters, 7-8 = Passives, 0-6 = Detractors
- NPS = % Promoters - % Detractors (range: -100 to +100)
- Consumer benchmarks: >30 = good, >50 = excellent. B2B tends to run lower.
- Track the trend quarter over quarter, and always read qualitative responses
Spotify's NPS across premium users is consistently above 50 — driven by Discover Weekly, podcast content, and seamless cross-device experience. Key driver of detractors: price increases and value dilution when non-music content displaces music recommendations. NPS data directly informed the decision to separate podcast and music discovery surfaces.
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- Treating NPS as a single number to optimise rather than reading qualitative reasons
- Not following up with detractors — they contain the most specific, actionable signals
- Surveying too frequently — quarterly or at key moments is optimal
- The Ultimate Question 2.0 — Fred Reichheld