How NPS works
The formula is simple: one question — how likely are you, on a scale of 0 to 10, to recommend us to a friend or colleague?
Answers split into three groups:
– 9-10 — promoters. Loyal, recommend actively, inclined to buy again.
– 7-8 — passives. Satisfied but not enthusiastic. They are excluded from the calculation.
– 0-6 — detractors. Dissatisfied, and liable to speak negatively about the brand.
NPS = % promoters - % detractors
Example: 60% promoters, 15% passives, 25% detractors
NPS = 60 - 25 = +35
The NPS range runs from -100 (all detractors) to +100 (all promoters).
NPS in e-commerce: what it shows and what it does not
| Good for | Not suited to |
|---|---|
| Tracking the overall loyalty trend | Fast A/B tests (the sample builds slowly) |
| Identifying the detractor segment to work with | Precise diagnosis of a specific problem |
| Comparison against competitors (benchmarks) | Being the single quality KPI |
| Gauging the reaction to major changes | Replacing behavioural metrics such as CR and RPV |
Important: measure NPS under identical conditions — at the same stage of the interaction. NPS after delivery and NPS three days after the order are different numbers. Inconsistent measurement points make comparison invalid.
How to raise NPS
Working with detractors produces fast results: one resolved conflict often turns a detractor into a passive, and sometimes into a promoter. To do that:
- Export detractor answers (scores of 0-6) daily.
- Get in touch with a follow-up: what happened?
- Solve the specific problem — do not hand out a discount instead of a solution.
Working with promoters: ask for reviews on marketplaces, recommendations on social media, participation in a customer story. Promoters are willing to help — they only need to be asked.