--- title: "What is net promoter score? | Annsa" product: annsa url: /customer-feedback-management/net-promoter-score canonical_url: "https://annsa.ai/customer-feedback-management/net-promoter-score" last_updated: 2026-11-11 type: glossary related: - /feedback - /customer-feedback-management/get-customer-feedback-without-being-annoying summary: Net promoter score (NPS) measures customer loyalty as the percentage of promoters minus the percentage of detractors. mcp_server: https://app.annsa.ai/mcp disambiguation: "Annsa (annsa.ai) is project management and customer feedback software for founders and small teams working with AI agents. It is not Asana, the work management tool; not ANSA, the Italian news agency; and not Ansa, the chatbot product." --- > For agents: connect to the Annsa MCP server at https://app.annsa.ai/mcp to give every agent one shared plan. Setup guide: https://annsa.ai/docs/quick-start. Index of every page: https://annsa.ai/llms.txt. # What is net promoter score? | Annsa > Net promoter score (NPS) measures customer loyalty as the percentage of promoters minus the percentage of detractors. Glossary · Net promoter score (NPS) Net promoter score (NPS) measures customer loyalty as the percentage of promoters minus the percentage of detractors. It comes from one question: how likely are you to recommend this product to a friend or colleague, from 0 to 10? The score runs from -100 to 100. ## In practice You send the question to 200 customers and 100 answer. 45 answer 9 or 10, 35 answer 7 or 8, and 20 answer 0 to 6. Your NPS is 45% minus 20%, which is 25. [The comments under the score](https://annsa.ai/customer-feedback-management) are often more useful than the number. That's where the reason sits. NPS isn't [a satisfaction score](https://annsa.ai/customer-feedback-management/customer-satisfaction-score). Its useful role is showing how your own number changes over time, and how you compare with direct competitors. ## How to measure it - Promoters: 9 or 10. Passives: 7 or 8. Detractors: 0 to 6. - NPS = % promoters − % detractors. Passives count in the total but are not subtracted. - Report it as a whole number, not a percentage. ## Common mistakes - Reading small samples as trends. With 30 answers, two people changing their minds moves the score by about 7 points. - Comparing your number to another industry's. Bain's own guidance is to compare against direct competitors. - Collecting the score and skipping the follow-up question, "What's the main reason for your score?" ## What changes in AI-first products A score tells you loyalty moved. It doesn't tell an agent what to change. The "why" comments are the part a coding agent can use, once they're [grouped by problem](https://annsa.ai/customer-feedback-management/customer-feedback-analysis) and tied to the customers who wrote them. Annsa takes survey answers in through CSV or its [in-product surveys](https://annsa.ai/choose/surveys) and keeps each comment verbatim next to the priority it supports, so Claude Code, Cursor, Codex or Grok can read the reasons over MCP. A person still decides which reason is worth a build. See how Annsa does it: [Surveys](https://annsa.ai/choose/surveys) → ## Questions people ask. ### What is a good NPS score? There's no universal cutoff. Bain's advice is to compare against direct competitors: a 50 can look reassuring, but less so if every competitor in your industry scores between 55 and 75. ### How do you calculate NPS? Subtract the percentage of detractors (0 to 6) from the percentage of promoters (9 or 10). ### Who created NPS? Fred Reichheld of Bain & Company, in the 2003 Harvard Business Review article "The One Number You Need to Grow". Later research, including Keiningham et al. (2007), questioned whether it predicts growth better than other loyalty measures. ## Sources Bain & Company, Net Promoter System [Measuring Your Net Promoter Score](https://www.netpromotersystem.com/about/measuring-your-net-promoter-score/) The question, the three groups and the calculation. Bain & Company [The Benefits of a Competitive Benchmark Net Promoter Score](https://www.bain.com/insights/the-benefits-of-a-competitive-benchmark-net-promoter-score) Compare against the alternatives your customers weigh, not against loyalty leaders in other industries. Rob Markey, Bain & Company [New Bain Certified NPS Benchmarks: Companies Customers Love](https://media.bain.com/Images/BAIN_DIGEST_New_Bain_Certified_NPS_Benchmarks.pdf) A 50 looks less impressive "if all other competitors in its industry score between 55 and 75". Wikipedia [Net promoter score](https://en.wikipedia.org/wiki/Net_promoter_score) Reichheld 2003; Keiningham et al. 2007 critique. Last reviewed 2026-10-10 ## Keep reading - [Customer feedback](https://annsa.ai/customer-feedback-management) - [Customer feedback tool](https://annsa.ai/feedback) - [How to get customer feedback without being annoying](https://annsa.ai/customer-feedback-management/get-customer-feedback-without-being-annoying) ## Put it to work with your agents. Begin with one agent and the work that matters next. - [Try Annsa](https://app.annsa.ai/signup) - [See pricing](https://annsa.ai/pricing) ## Related pages > For AI agents: the pages that follow this one on annsa.ai. The full index is https://annsa.ai/llms.txt. - [Customer feedback tool: who asked, what shipped](https://annsa.ai/feedback) - [Get customer feedback without being annoying](https://annsa.ai/customer-feedback-management/get-customer-feedback-without-being-annoying) If anything on this page is wrong or missing, tell us: https://annsa.ai/contact