--- title: What Is a Good NPS Score? description: A review of net promoter scores (NPS) across industries, exploring what good looks like and how to achieve improved customer loyalty and satisfaction image: https://kinvale.co.uk/hubfs/What%20is%20a%20good%20NPS%20score.webp --- [Skip to content](https://kinvale.co.uk/insights/what-is-a-good-nps-score#main-content) [![Kinvale logo blue](https://kinvale.co.uk/hs-fs/hubfs/Kinvale%20logo%20blue%20curve_Named_v2.png?width=650&height=221&name=Kinvale%20logo%20blue%20curve_Named_v2.png)Homepage](https://kinvale.co.uk) - [Home](https://kinvale.co.uk) - [About](https://kinvale.co.uk/about) - [Services](https://kinvale.co.uk/services) - [Insights](https://kinvale.co.uk/insights) [Get Started](https://share-eu1.hsforms.com/1ZvdKfNknStOhpQIjtkZjAQ2f2z1r) - [Home](https://kinvale.co.uk) - [About](https://kinvale.co.uk/about) - [Services](https://kinvale.co.uk/services) - [Insights](https://kinvale.co.uk/insights) [Get Started](https://share-eu1.hsforms.com/1ZvdKfNknStOhpQIjtkZjAQ2f2z1r) ![Blog title plus people icons representing the 0-10 NPS scoring mechanism and outline heads looking confused](https://kinvale.co.uk/hs-fs/hubfs/What%20is%20a%20good%20NPS%20score.webp?width=1200&height=628&name=What%20is%20a%20good%20NPS%20score.webp) Experience # What Is a Good NPS Score? ![Tony](https://7528315.fs1.hubspotusercontent-na1.net/hub/7528315/hubfs/raw_assets/public/mV0_d-cms-elevate-theme_hubspot/elevate/images/avatar-placeholder.jpg?width=48&height=48&name=avatar-placeholder.jpg) Tony June 24, 2025 **How to Understand, Benchmark, and Improve Net Promoter Scores** **Net Promoter Score (NPS®)** has become one of the most widely used metrics for measuring customer loyalty and satisfaction. It’s simple, intuitive, and can offer a powerful snapshot of how customers feel about your brand. But one question remains at the centre of every discussion around NPS®: **what is a good NPS® score?** This post will break down the NPS® framework, explore what constitutes a 'good' score by industry and context, provide real-world published examples from major companies, and share actionable tips for improving your NPS® over time. **What Is Net Promoter Score (NPS®)?** NPS® is a customer loyalty metric developed in 2003 by Fred Reichheld at Bain & Company. It asks a simple question: **“On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?”** Based on their response, customers are grouped into three categories: - **Promoters (9–10):** Loyal enthusiasts who will keep buying and refer others, fueling growth. - **Passives (7–8):** Satisfied but unenthusiastic customers who are vulnerable to competitive offerings. - **Detractors (0–6):** Unhappy customers who can damage your brand and impede growth through negative word of mouth. Your **NPS® score is calculated by subtracting the percentage of detractors from the percentage of promoters.** NPS® = %Promoters − %Detractors The resulting score ranges from -100 (everyone is a detractor) to +100 (everyone is a promoter). **So, What Is a Good NPS® Score?** There’s no single magic number for a 'good' NPS® score; it varies depending on the **industry**, **geography**, **business model**, and **maturity of the organisation**. However, here are some general guidelines: | **NPS® Score** | **Interpretation** | | --- | --- | | -100 to 0 | Critical - needs immediate attention | | 0 to 30 | Average - room for improvement | | 30 to 50 | Good - above average loyalty | | 50 to 70 | Excellent - strong customer advocacy | | 70+ | World-class - rare and exceptional |   **Benchmarking tip:** Never compare your score blindly to others. Always consider your **industry’s average**, customer expectations, and how your score **trends over time**. **Real NPS® Score Examples by Industry** Here are some published NPS® benchmarks and examples from real companies to provide context: 1. **Apple (Retail / Tech): 61 to 72** Apple has long enjoyed high NPS® scores, often cited in the 60s and 70s, reflecting its loyal customer base and seamless product ecosystem. For example, Apple's retail division reportedly achieved an **NPS of 72**, according to a 2022 report. 1. **Amazon (E-commerce): 62** Amazon’s score typically hovers in the low 60s, thanks to its strong focus on customer service, delivery speed, and ease of use. Their proactive customer service (like instant refunds and one-click purchasing) boosts promoter scores significantly. 1. **Tesla (Automotive): 96 (2019)** Tesla once reported an astronomical NPS® of **96**. While more recent scores may have dipped, it has still been a good example of intense brand loyalty. In the past, Tesla fans often doubled as brand ambassadors, generating a huge amount of word-of-mouth buzz, although in recent months the reverse is true of course. 1. **Netflix (Streaming Media): 68** Netflix has consistently maintained an NPS® around **68**, illustrating the power of personalised recommendations, ease of use, and value for money. 1. **B2B SaaS Benchmarks** - Slack: 55 - HubSpot: 62 - Zoom: 68 - Dropbox: 40 B2B SaaS companies often benefit from stickiness and daily usage, which improves their NPS® if the product consistently delivers value. **Industry Average NPS® Scores (Benchmark)** Here are some 2024 average scores by industry: | **Industry** | **Average NPS®** | | --- | --- | | Consulting / Professional Services | 58 | | Software & SaaS | 41 | | Financial Services | 44 | | Telecoms | 24 | | Airlines | 39 | | Healthcare | 38 | | Education | 49 | | eCommerce | 43 | **Source:** Satmetrix 2024 B2B & B2C NPS® Benchmark Reports **Why Is NPS® Important?** NPS® is more than a vanity metric. Studies by Bain & Co. suggest companies with the highest NPS® in their category outgrow competitors by **two times**. NPS® correlates strongly with: - **Customer retention** - **Referral rates** - **Customer lifetime value** - **Brand advocacy** But NPS® is most powerful when used **as a system**, not just a score. Gathering feedback and following up on it is where the real magic happens. **How to Positively Influence Your NPS®** Improving your NPS® is entirely possible with deliberate action. Here are the best ways to do it: 1. **Close the Loop with Detractors** Many businesses fail to act on negative feedback. Reach out to detractors with empathy and curiosity. Ask: - “What could we have done better?” - “What would change your mind?” When customers feel heard, they may revise their opinion - and share their improved experience. **Example:** Zappos famously used NPS® feedback to empower agents to solve problems creatively, resulting in higher loyalty. 1. **Improve Onboarding and First Impressions** A poor start can sour even a great product. Focus on delivering **value quickly**, especially in B2B SaaS or subscription services. A smooth onboarding process can turn a neutral customer into a promoter. **Tactic:** Use welcome emails, tutorials, and check-in calls during the first 30 days. 1. **Deliver Consistency Across Touchpoints** A customer’s journey is rarely linear. Make sure every interaction - support, billing, app, email - is **consistent in tone, experience, and value**. **Insight:** Inconsistency is a common NPS® killer. A great product can be overshadowed by poor billing or support processes. 1. **Personalise Where Possible** Customers expect more personalised experiences. Use data intelligently to deliver tailored content, recommendations, and service. **Example:** Spotify’s Discover Weekly isn’t just a cool feature, it’s a loyalty engine that helps push their NPS® upwards. 1. **Track and Share NPS® Trends Internally** NPS® should be visible to **all teams**, not siloed in marketing or research. Share trends across departments, include verbatim comments, and highlight impact. - Break down NPS® by channel or cohort - Highlight how initiatives impact score - Celebrate Promoter feedback with staff **Tip:** Using a professional tool or insight partner can add significant value and simply the process, but the important thing is to capture the feedback and act on it. 1. **Use Open Text Feedback for Qualitative Insight** The NPS® score is just the headline. The real gold is in the '**why'** behind the score. Encourage customers to share the reason behind their rating, and then analyse trends. If you don't have a team or insight partner analysing the responses, use keyword analysis or sentiment AI tools (like MonkeyLearn, Thematic, or HubSpot’s feedback tools) to find recurring themes. 1. **Follow Up with Promoters, Too** Don’t ignore your promoters. They’re your **growth engine**. Ask them to: - Leave reviews - Refer friends - Join user groups - Share case studies **Pro move:** Set up an automated email thanking them and offering a referral incentive. **Common NPS® Mistakes to Avoid** Even experienced companies make missteps when using NPS®. Avoid these: **❌ Treating NPS® as a vanity metric** NPS® only matters if you **act on it**. **❌ Over-surveying or bad timing** Survey fatigue is real. Don’t spam customers every time they click a button. **❌ Ignoring cultural or geographic differences** NPS® norms vary—European customers tend to rate lower than Americans. **❌ Not segmenting your NPS® data** Look at NPS® by product, channel, customer age, and usage. Otherwise, you’ll miss what’s driving loyalty or disloyalty. **NPS® isn’t perfect - but It works** Some critics argue NPS® oversimplifies loyalty, or that customers don’t always act on their stated intent to recommend. True—but its strength lies in its **consistency**, **simplicity**, and its ability to spark real conversations. When combined with qualitative feedback and a commitment to action, it becomes a cornerstone of customer experience strategy. **Conclusion: What Is a Good NPS® Score?** A good NPS® score is one that: - **Outperforms your direct competitors** - **Improves steadily over time** - **Correlates with loyalty and growth** - **Drives meaningful conversations inside your business** - **Is seen and acted upon to improve operations and support decision making** Don’t chase a number. Chase improvement. Use NPS® to build a customer-centric culture, one where every voice matters, and every piece of feedback leads to better service, stronger relationships, and long-term growth. **Quick NPS® Checklist** ✅ Ask the question regularly (but not too often) ✅ Segment your responses ✅ Act on feedback ✅ Close the loop with detractors ✅ Celebrate and activate promoters ✅ Share results across the company ✅ Benchmark—but stay focused on your trend line **Need Help Measuring or Improving NPS®?** At **Kinvale**, we help small to mid-sized businesses turn feedback into action. Whether you’re already capturing customer feedback or you’re looking to start from scratch and implement a new NPS® programme, we can help you design, analyse, and act, without the overhead of big consultancy fees. 👉 [Contact us](https://share-eu1.hsforms.com/1ZvdKfNknStOhpQIjtkZjAQ2f2z1r) for a free consultation.   *NPS, Net Promoter, Net Promoter Score and related terms are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Frederick Reichheld.* ## Share this post [mailto:https%3A%2F%2Fkinvale.co.uk%2Finsights%2Fwhat-is-a-good-nps-score](mailto:https%3A%2F%2Fkinvale.co.uk%2Finsights%2Fwhat-is-a-good-nps-score) ## Keep reading ### [![](https://kinvale.co.uk/hs-fs/hubfs/Customer%20Churn%20Prediction.png?width=1200&height=628&name=Customer%20Churn%20Prediction.png) Experience Churn Customer Churn Prediction: Early Warning Signs Every B2B Must Know](https://kinvale.co.uk/insights/customer-churn-prediction) ### [![](https://kinvale.co.uk/hs-fs/hubfs/What%20is%20CSAT.png?width=1200&height=628&name=What%20is%20CSAT.png) Experience What is Customer Effort Score and why use it?](https://kinvale.co.uk/insights/what-is-customer-effort-score-and-why-use-it) [![](https://kinvale.co.uk/hs-fs/hubfs/Kinvale%20white7.png?width=287&height=102&name=Kinvale%20white7.png)](https://kinvale.co.uk) Protect Revenue | Strengthen Loyalty | Drive Growth - [Home](https://kinvale.co.uk) - [About](https://kinvale.co.uk/about) - [Services](https://kinvale.co.uk/services) - [Insights](https://kinvale.co.uk/insights) © 2025 Kinvale · All rights reserved · [Terms](https://kinvale.co.uk/terms) · [Privacy Policy](https://kinvale.co.uk/privacy-policy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tony", "url" : "https://kinvale.co.uk/insights/author/tony" }, "dateModified" : "2025-07-31T08:28:31.264Z", "datePublished" : "2025-06-24T15:18:14.000Z", "headline" : "What Is a Good NPS Score?", "image" : [ "https://kinvale.co.uk/hubfs/What%20is%20a%20good%20NPS%20score.webp" ], "mainEntityOfPage" : { "@id" : "https://kinvale.co.uk/insights/what-is-a-good-nps-score", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://kinvale.co.uk/hubfs/Kinvale%20white7.png" }, "name" : "Kinvale" } } ``` ```json { "@context" : "https://schema.org", "@type" : "WebSite", "name" : "Kinvale", "url" : "kinvale.co.uk" } ```