Net Promoter Score: What a Customer-Relations Metric Can Tell You About Your User Experience

Summary: NPS is a loyalty metric that correlates well with perception of usability, is easy to understand and administer, but has limitations for understanding and evaluating UX when used in isolation.

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In your journeys across the web, you probably have encountered the now ubiquitous question “How likely are you to recommend this website to a friend?” This is the prompt behind a popular customer-loyalty metric known as net promoter score.

Definition and Calculation of NPS

The net promoter score (NPS) is a quantitative metric that measures how many more people are likely to strongly recommend your site or product compared to those likely to criticize it.

NPS is determined by asking people to provide an answer, on a scale from 0–10, to the question: “How likely are you to recommend this website/product/service to a friend or relative?” The answers are then grouped into 3 categories:

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