Net Promoter Score (NPS) is a simple yet powerful KPI for measuring customer loyalty and predicting product growth. One of the best ways to tracking NPS is through in-app surveys and user feedback offered by user onboarding or digital adoption platforms (DAPs) like our Product Fruits.

The Net Promoter Score (NPS) is a popular customer satisfaction and feedback metric first introduced in 2003, when it was published in the Harvard Business Review. Designed as a simple yet powerful indicator of customer loyalty used by customer support teams and other departments, NPS is based on a single core question: “How likely are you to recommend our company/product/service to a friend or colleague?”

NPS has gained widespread adoption due to its simplicity, ease of use, and the strong correlation often observed between high scores and business growth or customer retention. Its key strength lies in its ability to quickly measure customer satisfaction and sentiment and predict customer behavior, customer sentiment and detect unhappy customers with minimal effort.

AI-based Survey Copilot in Product Fruits will recommend right question types, including NPS, and draft professional copy/content for them – all you have to do is describe, what are you trying to find out with your survey. Survey copilot can even translate and localise your survey into many languages. Try the Product Fruits now – first two weeks are free, on us.

How Is NPS Calculated

Net Promoter Score Respondents are categorized into three groups based on their score:

0–6 ❌ detractors ) unhappy users, at risk of churning
7–8 😐 passives =) satisfied, but not enthusiastic users
9–10 ✅ promoters ==) loyal fans, likely to recommend

NPS calculation = % of promoters − % of detractors
Example: if 60% are promoters and 20% are detractors, the nps = +40

This means NPS can range from positive, through 0 to negative figures (and yes, we have seen those in past, especially in markets/cultures where customers tend to be very critical or are not overly positive by nature).

What’s a good Net Promoter Score?

Benchmarks vary by industry, product maturity, and customer base with average scores:

• For Saas, an NPS of 30–35+ is considered healthy,
• for Retail, 55+ is a great score,.
• for Financial services, the average is around 50+,
• for Healthcare, a good average is 30+.

Landing above industry average with good nps score suggests a good customer experience and helps to maintain healthy customer relationships with loyal customers along user journey.

Actionable insights: how to work with NPS results

✅ Promoters (9–10)

These users love your product – capitalize on their enthusiasm. Use survey branching functionality to route them after voting to the next personalized step, such as a card offering one of the following:

• Ask for reviews (g2, capterra, etc.),
• send referral program invitations,
• provide beta testing opportunities,
• consider testimonial or case study requests.

This strengthens their brand advocacy and loyalty to your product.

😐 Passives (7–8) and ❌ Detractors (0–6)

These users are either indifferent or unhappy – both are at risk of churn or negative word-of-mouth. Use survey branching functionality to route them after voting to the next personalized step, such as a card offering one of the following:

• Collect additional feedback about challenges,
• offer help and personal follow-ups for detractors,
• provide targeted offers like discount coupons or trial extensions to address concerns,
• provide better support, and reduce churn risk.    

It is the qualitative feedback aimed at passives or detractors with follow up branched question, as shown below, that will help you get complete picture of existing customers, form full feedback loop, provide actionable insights and reduce customer churn.

AI-based survey copilot in Product Fruits will recommend right question types, including NPS, and draft professional copy/content for them. Try the Product Fruits now – first two weeks are free, on us.

Tracking NPS: How to set it up

If you happen to be a Product Fruits user, you can quickly set up an NPS survey from our template that asks the key NPS question (“How likely are you to recommend…”), rated on a scale from 0 to 10.

The template also includes additional follow-up questions tailored to different response scenarios, enabling you to gather deeper insights and take meaningful action. Moreover you can use Survey Copilot to fine-tune the template content and appearance to fit your needs and match style of your own SaaS or Web app – simply describe what changes or content you need and copilot will draft or set it for you.

Retail Solutions example

One of model examples of NPS implementation is our customer Retail Solutions – a leading Dutch provider of a digital platform that streamlines daily retail operations in the Benelux region. The platform helps store teams manage tasks, improve communication, and work more efficiently across retail locations.

Retail Solutions conducts a regular monthly NPS survey, targeting segmented user (customer) groups, with 4-6 cards to gather complete insights. These would include respondents user role selection, overall user satisfaction, and NPS feedback with branching (see below).

After entering NPS, the survey branches with one more qualitative question depending on the promoter score entered (high or lower) and concludes with thank you message.

AI-based survey copilot in Product Fruits will recommend right question types, including NPS, and draft professional copy/content for them. Try the Product Fruits now – first two weeks are free, on us.

Feedback loop: get the most out of NPS

Measure regularly:
monthly – best for fast-moving saas products with frequent updates
quarterly – ideal for mature or low-touch b2b platforms

Segment smartly:
Target specific user groups (e.g., avoid users in trial; focus on customers who have used the platform for 30+ days)

Use branching for personalization:
personalize follow-up actions based on user scores. 👉 Learn how to set up branching in product fruits

Tracking NPS: Almost perfect

NPS is almost perfect – but it can present some minor pitfalls. Its simplicity can sometimes obscure deeper insights, as it doesn’t capture specific reasons behind customer satisfaction or dissatisfaction unless accompanied by additional qualitative questions as shown in example above. Also, cultural differences with unenthusiastic customers more prevalent in some cultures may influence how respondents rate, potentially leading to difficult cross-market comparisons – this can be addressed by product teams comparing geographically/culturally segmented respondents to see if there are difference patterns and adjust NPS (or even other customer experience metrics) for them.