NPS benchmarks 2026 — what counts as a good Net Promoter Score
NPS benchmarks 2026 — what counts as a good Net Promoter Score
NPS (Net Promoter Score) is the most popular loyalty metric in the world. One question: "How likely are you to recommend us to a friend or colleague?" on a 0-10 scale.
> NPS = % Promoters (9-10) − % Detractors (0-6)
Those who answer 7-8 ("passives") don't count in the formula. The result ranges from −100 (all detractors) to +100 (all promoters).
How to calculate it, with an example
You survey 200 customers:
- Promoters (9-10): 120 people = 60%
- Passives (7-8): 50 people = 25%
- Detractors (0-6): 30 people = 15%
NPS = 60 − 15 = +45
The passives (25%) are ignored — but converting them into promoters is the fastest way to raise NPS.
Benchmarks by industry, 2026
| Industry | Poor | Average | Good | Top | ||
|---|---|---|---|---|---|---|
| SaaS / B2B | <20 | 20-40 | 40-50 | >50 | ||
| B2C / e-commerce | <10 | 10-30 | 30-50 | >50 | ||
| Fintech / banks | <0 | 0-30 | 30-50 | >50 | ||
| Telecom | <−10 | −10-10 | 10-30 | >30 | ||
| Insurance | <10 | 10-30 | 30-45 | >45 |
Why the absolute NPS number means almost nothing
The biggest mistake is comparing your NPS to someone else's from a different industry or culture:
1. Cultural differences — in the US people readily give 9-10; in Europe and Japan a "9" is rare even when delighted. A Japanese company's NPS is structurally lower at the same loyalty level.
2. B2B vs B2C — B2B has a smaller sample and more deliberate answers.
3. Survey timing — NPS right after a successful onboarding ≠ NPS at a random moment.
What really matters: the trend of your own NPS over time relative to yourself, not the absolute number against a competitor.
Transactional vs Relationship NPS
| Type | When you ask | What it measures | ||
|---|---|---|---|---|
| Relationship NPS | Periodically (quarterly/annually) | Overall brand loyalty | ||
| Transactional NPS | After a specific action (purchase, support ticket) | The quality of a specific experience |
5 levers to grow NPS
1. Close the feedback loop (closed-loop)
Contact every detractor personally within 48 hours. This not only saves the customer — it often turns a detractor into a promoter more strongly than originally satisfied ones.2. Work with passives (7-8), not just detractors
Passives are closest to promoters. Ask: "What would make us a 10 out of 10?" — it's often one specific feature or improvement.3. Analyze the open comment, not just the number
A score without a reason is useless. Always add a second question: "Why?". Categorize the answers — you'll see the top-3 drivers of loyalty and pain.4. Segment your NPS
NPS by plan, by segment, by tenure. Often enterprise customers are promoters while SMB are detractors (or vice versa). The average masks this.5. Link NPS to behavior
Promoters usually have higher retention and expansion. Track it: does your NPS correlate with actual churn? If not — the metric isn't working as a predictor, find out why.When NPS is MISLEADING
1. Small sample — NPS on 20 responses is statistically noisy; trust it from ~100+
2. Selection bias — the extremes respond more often (very happy and very angry)
3. Gaming — if NPS is tied to team bonuses, "begging for 10s" begins
4. One score ≠ a reason — without the open question, NPS isn't actionable
Relationship to other metrics
| Metric | Relationship to NPS | ||
|---|---|---|---|
| Churn | Detractors churn 3-5× more often than promoters | ||
| CSAT | CSAT is about a specific contact, NPS is about the relationship overall | ||
| Retention | Promoters stay longer and expand | ||
| Referrals | Promoters are a source of organic CAC = $0 |
Bottom line
NPS is a simple loyalty indicator, but it's only valuable in a trend and with the open "why". Don't chase a competitor's absolute number — watch your own trend, close the loop with detractors, and convert passives into promoters. A positive and rising NPS = healthy customer sentiment.
Calculate your NPS below — the built-in calculator shows the result and an industry benchmark.
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Further resources
- /en/csat — CSAT (satisfaction with a contact)
- /en/churn — Churn (detractors leave more often)
- /en/retention — Retention
- /en/blog/churn-reduction-saas — how to reduce churn