{"id":19667,"date":"2025-02-13T10:00:22","date_gmt":"2025-02-13T09:00:22","guid":{"rendered":"https:\/\/then.agency\/?p=19667"},"modified":"2026-10-07T19:37:08","modified_gmt":"2026-10-07T18:37:08","slug":"net-promoter-score-nps-what-it-is-and-why-it-matters","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/net-promoter-score-nps-what-it-is-and-why-it-matters","title":{"rendered":"Net Promoter Score (NPS): what it is and why it matters"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\">Measuring customer satisfaction and loyalty is crucial to the success of any company. Among the many metrics available, the <strong>Net Promoter Score (NPS)<\/strong> stands out as one of the most reliable and widely used in <strong>User Experience (UX), Customer Experience (CX) and Employee Experience (EX)<\/strong> to understand brand perception and loyalty. In this article we look in detail at what NPS is, how it is calculated and why it is a key metric for improving the experience of users and customers.<\/p>\n<h2>What is the Net Promoter Score (NPS)<\/h2>\n<p>The <strong>Net Promoter Score (NPS)<\/strong> was introduced by Fred Reichheld in 2003 in an article published in <strong>Harvard Business Review<\/strong>. This metric gives a key indicator of customer satisfaction and loyalty through a single question:<\/p>\n<blockquote>\n<p>&#8220;On a scale of 0 to 10, how likely are you to recommend [company\/product\/service] to a friend or colleague?&#8221;<\/p>\n<\/blockquote>\n<p>Responses are divided into three categories:<\/p>\n<ul data-spread=\"false\">\n<li><strong>Promoters (score 9-10):<\/strong> enthusiastic customers who are likely to buy again and recommend the company.<\/li>\n<li><strong>Passives (score 7-8):<\/strong> satisfied customers who are not loyal enough to actively promote the brand.<\/li>\n<li><strong>Detractors (score 0-6):<\/strong> dissatisfied customers who may harm the company&#8217;s reputation through negative word of mouth.<\/li>\n<\/ul>\n<h2>How to calculate the Net Promoter Score<\/h2>\n<p>Calculating NPS is simple and immediate:<\/p>\n<ol start=\"1\" data-spread=\"false\">\n<li><strong>Calculate the percentage of promoters<\/strong>: (Number of Promoters \/ Total number of respondents) \u00d7 100.<\/li>\n<li><strong>Calculate the percentage of detractors<\/strong>: (Number of Detractors \/ Total number of respondents) \u00d7 100.<\/li>\n<li><strong>Apply the formula<\/strong>:<strong>NPS = % Promoters &#8211; % Detractors<\/strong><\/li>\n<\/ol>\n<p>The resulting score ranges from <strong>-100 to +100<\/strong>:<\/p>\n<ul data-spread=\"false\">\n<li>A positive value means there are more promoters than detractors, a sign of a solid customer base.<\/li>\n<li>A negative value suggests a prevalence of dissatisfied customers and a significant reputational risk.<\/li>\n<\/ul>\n<p>For example, if a company has <strong>60% promoters<\/strong> and <strong>20% detractors<\/strong>, its NPS will be <strong>40<\/strong>.<\/p>\n<h2>Why NPS matters<\/h2>\n<h3><strong>It provides a clear, immediate metric<\/strong><\/h3>\n<p>NPS is a direct tool that gives a quick indication of customer loyalty.<\/p>\n<h3><strong>It predicts business growth<\/strong><\/h3>\n<p>According to studies by <strong>Qualtrics<\/strong>, companies with a high NPS tend to grow faster than those with low scores, thanks to the positive word of mouth generated by promoters.<\/p>\n<h3><strong>It guides Customer Experience (CX) improvement<\/strong><\/h3>\n<p>Monitoring NPS and collecting qualitative feedback helps companies identify pain points in the customer journey and optimize the experience.<\/p>\n<h3><strong>It supports strategic decisions<\/strong><\/h3>\n<p>A low NPS signals the need for improvements in products, services or customer support, providing concrete input for targeted action.<\/p>\n<h2>Conclusions<\/h2>\n<p>The <strong>Net Promoter Score (NPS)<\/strong> is an essential metric for assessing customer loyalty and optimizing the user experience. Thanks to its simplicity and its ability to predict business growth, it is a powerful tool for improving <strong>Customer Experience (CX)<\/strong> and <strong>User Experience (UX)<\/strong>. However, to get the most out of it, you need to collect qualitative data, segment the results and act on feedback to achieve concrete, lasting improvements.<\/p>\n<p>If you want to improve your product&#8217;s user experience and implement data-driven strategies, <a href=\"https:\/\/then.agency\/en\/solutions\">we can help with targeted solutions<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How it is calculated, what it really measures and what the limits of NPS are.<\/p>\n","protected":false},"author":4,"featured_media":17017,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"Net Promoter Score (NPS): what it is and why it matters","rank_math_description":"Net Promoter Score (NPS): what it is, how to calculate it and why it is essential for improving user experience and customer loyalty. Learn more.","rank_math_focus_keyword":"net promoter score (nps)","fonti_articolo":"<ul>\n<li><a href=\"https:\/\/www.nngroup.com\/articles\/nps-ux\/\">Nielsen Norman Group \u2013 \"Net Promoter Score: What a Customer-Relations Metric Can Tell You About Your User Experience\"<\/a><\/li>\n<li><a href=\"https:\/\/www.qualtrics.com\/experience-management\/customer\/net-promoter-score\/\">Qualtrics \u2013 \"Net Promoter Score (NPS): The Ultimate Guide\"<\/a><\/li>\n<li><a href=\"https:\/\/www.medallia.com\/net-promoter-score\/\">Medallia \u2013 \"Net Promoter Score\u00ae\"<\/a><\/li>\n<\/ul>\n","riassunto":"<p>Introduced by Fred Reichheld in 2003 in Harvard Business Review, NPS is based on a single question: how likely you are to recommend this brand to someone else.<\/p>\n<p>How it is calculated by splitting responses into promoters, passives and detractors, and what it really measures, which is the propensity to recommend, not satisfaction.<\/p>\n<p>Why it remains so widespread, where it helps guide decisions and what its limits are when looked at on its own.<\/p>","footnotes":""},"categories":[51],"tags":[],"class_list":["post-19667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-en"],"_links":{"self":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/comments?post=19667"}],"version-history":[{"count":0,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19667\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media\/17017"}],"wp:attachment":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media?parent=19667"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/categories?post=19667"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/tags?post=19667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}