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menu-dropdown menu-dropdown-4 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/integrations" data-text="Integrations" data-drupal-link-system-path="node/1071">Integrations</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-4 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/mobile-testing" data-text="Mobile testing" data-drupal-link-system-path="node/921">Mobile testing</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-4 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/resources/templates" data-text="Templates" data-drupal-link-system-path="node/10526">Templates</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content 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class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-1 menu-type-no_text"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Pulse Report: Retail, Q1 2025</p><p class="mt-1 text-primary-adagio_gray"><div>Get your finger on the pulse of consumer trends</div></p> <a aria-label="Pulse Report: Retail, Q1 2025" class="link link-primary" href="/retail-pulse-2025-q1-form" ><div>Get the report</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/cxmfhudlbq/webp/IMAGE-mega-menu-PulseReport-Q125-Retail-240x240.png?w=120&itok=tiTSQOyS 1x, https://usertesting.widen.net/content/cxmfhudlbq/webp/IMAGE-mega-menu-PulseReport-Q125-Retail-240x240.png?w=240&itok=oo8250MT 2x" media="(min-width: 1024px)" width="120" height="120"/> <source srcset="https://usertesting.widen.net/content/cxmfhudlbq/webp/IMAGE-mega-menu-PulseReport-Q125-Retail-240x240.png?w=88&itok=99eMiS0h 1x, https://usertesting.widen.net/content/cxmfhudlbq/webp/IMAGE-mega-menu-PulseReport-Q125-Retail-240x240.png?w=176&itok=LBvcC9JN 2x" media="(min-width: 360px)" width="88" height="88"/> <img loading="eager" width="120" height="120" src="https://usertesting.widen.net/content/cxmfhudlbq/webp/IMAGE-mega-menu-PulseReport-Q125-Retail-240x240.png?w=120&itok=tiTSQOyS" alt="Pulse Report Q1 2025 - Retail, mega menu image" /> </picture></div> </article></div></div></div></li><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Top rated by TrustRadius Best of 2024 Award</p><p class="mt-1 text-primary-adagio_gray"><div>Learn how our end-to-end solution can help you and your team</div></p> <a aria-label="Top rated by TrustRadius Best of 2024 Award" class="link link-primary" href="/start-here-form" ><div>Get started</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=0olCR_kF 1x, https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=fMs7FNfX 2x" media="(min-width: 1024px)" width="120" height="138"/> <source srcset="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=CxOK7pvs 1x, https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=7IfeeTIZ 2x" media="(min-width: 360px)" width="88" height="101"/> <img loading="eager" width="120" height="138" src="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=0olCR_kF" alt="TrustRadius - Top Rated 2024" /> </picture></div> </article></div></div></div></li></ul></div></li><li class="menu-item menu-item--view-mode--divider"> <span data-text="Divider">Divider</span><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-divider menu-dropdown menu-dropdown-1 menu-type-divider"></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--columns"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Links">Links</span> <button aria-label="Expand menu Links" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-columns menu-dropdown menu-dropdown-1 menu-type-columns"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Teams">Teams</span> <button aria-label="Expand menu Teams" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/customer-experience" data-text="Customer experience" data-drupal-link-system-path="node/51106">Customer experience</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/design" data-text="UX design" data-drupal-link-system-path="node/51146">UX design</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--no-text"> <a href="/solutions/teams/digital-experience" data-text="Digital experience" data-drupal-link-system-path="node/51136">Digital experience</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-3 menu-type-no_text"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/marketing" data-text="Marketing" data-drupal-link-system-path="node/51121">Marketing</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/product-management" data-text="Product management" data-drupal-link-system-path="node/51126">Product management</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--no-text"> <a href="/solutions/teams/ux-research" data-text="UX research" data-drupal-link-system-path="node/51131">UX research</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-3 menu-type-no_text"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Company size">Company size</span> <button aria-label="Expand menu Company size" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/startups" data-text="Startup" data-drupal-link-system-path="node/956">Startup</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/small-businesses" data-text="Small business" data-drupal-link-system-path="node/951">Small business</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/mid-market" data-text="Mid-market" data-drupal-link-system-path="node/946">Mid-market</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/enterprise" data-text="Enterprise" data-drupal-link-system-path="node/941">Enterprise</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Industries">Industries</span> <button aria-label="Expand menu Industries" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/automotive" data-text="Automotive" data-drupal-link-system-path="node/971">Automotive</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/B2B" data-text="B2B" data-drupal-link-system-path="node/2531">B2B</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/consumer-technology" data-text="Consumer technology" data-drupal-link-system-path="node/976">Consumer technology</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/ecommerce" data-text="Ecommerce" data-drupal-link-system-path="node/981">Ecommerce</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/financial-services" data-text="Financial services" data-drupal-link-system-path="node/986">Financial services</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/gaming-gambling" data-text="Gaming & gambling" data-drupal-link-system-path="node/991">Gaming & gambling</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/healthcare" data-text="Healthcare tech" data-drupal-link-system-path="node/996">Healthcare tech</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/hospitals-and-healthcare-systems" data-text="Healthcare systems" data-drupal-link-system-path="node/2536">Healthcare systems</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/media-entertainment" data-text="Media & entertainment" data-drupal-link-system-path="node/1061">Media & entertainment</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/pharmaceutical" data-text="Pharmaceutical" data-drupal-link-system-path="node/2526">Pharmaceutical</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/travel-hospitality" data-text="Travel & hospitality" data-drupal-link-system-path="node/1066">Travel & hospitality</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li></ul></div></li></ul></div></li><li class="menu-item menu-item--expanded"><div class="menu-link flex flex-row justify-between h-full"> <span data-text="Customers" class="menu-category-no-link" tabindex="0">Customers</span> <button aria-label="Expand menu Customers" class="menu-link-button w-[42px] text-right md:hidden"></button></div><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-0 menu-type-default"><ul class="menu gap-4 menu-level-1 container"><li class="menu-item menu-item--expanded menu-item--view-mode--no-text"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Featured Card">Featured Card</span> <button aria-label="Expand menu Featured Card" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-1 menu-type-no_text"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Canva</p><p class="mt-1 text-primary-adagio_gray"><div>See how Canva uses human insight to make design accessible to everyone.</div></p> <a aria-label="Canva" class="link link-primary" href="/resources/customers/canva" ><div>Learn More</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=120&itok=8lqEFQeZ 1x, https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=224&itok=YE07rkwv 2x" media="(min-width: 1024px)" width="120" height="39"/> <source srcset="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=88&itok=N3xWltls 1x, https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=176&itok=WvrysQrZ 2x" media="(min-width: 360px)" width="88" height="28"/> <img loading="eager" width="120" height="39" src="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=120&itok=8lqEFQeZ" alt="UserTesting customer logos in white" /> </picture></div> </article></div></div></div></li><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Adobe Photoshop</p><p class="mt-1 text-primary-adagio_gray"><div>"UserTesting makes getting feedback from a wide range of users fast and easy for us at Adobe"</div></p> <a aria-label="Adobe Photoshop" class="link link-primary" href="/resources/customers/microsoft" ><div>Learn more</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=120&itok=Aya4KvW3 1x, https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=224&itok=BHSr17H1 2x" media="(min-width: 1024px)" width="120" height="31"/> <source srcset="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=88&itok=rueVDqGK 1x, https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=176&itok=pK-IjxH4 2x" media="(min-width: 360px)" width="88" height="23"/> <img loading="eager" width="120" height="31" src="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=120&itok=Aya4KvW3" alt="UserTesting customer logos in white" /> </picture></div> </article></div></div></div></li></ul></div></li><li class="menu-item menu-item--view-mode--divider"> <span data-text="Divider">Divider</span><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-divider menu-dropdown menu-dropdown-1 menu-type-divider"></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--columns"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Links">Links</span> <button aria-label="Expand menu Links" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-columns menu-dropdown menu-dropdown-1 menu-type-columns"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Customer Stories">Customer Stories</span> <button aria-label="Expand menu Customer Stories" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers" data-text="View all customer stories" data-drupal-link-system-path="node/1056">View all customer stories</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Featured stories">Featured stories</span> <button aria-label="Expand menu Featured stories" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers/burberry" data-text="Burberry" data-drupal-link-system-path="node/8481">Burberry</a><p class="text-sm text-primary-adagio_gray"></p><div 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class="visually-hidden">Breadcrumb</h2><ol><li> <a href="/blog">Blog</a></li><li> How to leverage Net Promoter Scores for better CX</li></ol> </nav></div><h1>How to leverage Net Promoter Scores for better CX</h1><div class="blog--authors"><div class="author view-mode--teaser-simple"> <a href="/author/usertesting"><div class="author-headshot"><div><article class="media media--type-image media--view-mode-width-120px"><div> <picture> <source media="(min-width: 1024px)" type="image/webp" width="120" height="120" data-srcset="/sites/default/files/usertestingv3/styles/width_120px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=ab4JTme9 1x, /sites/default/files/usertestingv3/styles/width_120px_2x/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=n4t4nWNP 2x"/> <source media="(min-width: 360px)" type="image/webp" width="88" height="88" data-srcset="/sites/default/files/usertestingv3/styles/width_88px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=Dh7muJFh 1x, /sites/default/files/usertestingv3/styles/width_88px_2x/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=u9wT-G3Y 2x"/> <img loading="lazy" width="120" height="120" alt="UserTesting glyph icon" class="lazyload" data-src="/sites/default/files/usertestingv3/styles/width_120px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.jpg?itok=ab4JTme9" /> </picture></div> </article></div></div><div class="author-details"><h4>UserTesting</h4></div> </a></div></div><div class="blog--meta"><div class="published-date">Posted on December 18, 2024</div><div class="read-time"><div> 8 min read</div></div> <span class="a2a_kit a2a_kit_size_25 addtoany_list" data-a2a-url="https://www.usertesting.com/blog/net-promoter-score" data-a2a-title="How to use NPS to improve customer experience"><p class="uppercase text-sm font-bold leading-140 text-primary-adagio_gray mb-1">Share</p><a class="a2a_button_facebook"></a><a class="a2a_button_linkedin"></a><a class="a2a_button_x"></a><a class="a2a_button_copy_link"></a></span></div><div class="blog--image"><div><article class="media media--type-image media--view-mode-blog-hero"><div> <img loading="eager" srcset="/sites/default/files/usertestingv3/styles/blog_guide_hero/public/2024-11/bigstock-Business-Man-Giving-Rating-And-226402678.jpg.webp?itok=1RYkp2_Q 1x" width="1232" height="496" src="/sites/default/files/usertestingv3/styles/blog_guide_hero/public/2024-11/bigstock-Business-Man-Giving-Rating-And-226402678.jpg.jpg?itok=1RYkp2_Q" alt="Image of customer giving a company an NPS rating" /></div> </article></div></div></div><div class="w-full md:col-span-8"><div class="blog--body toc--body"><div class="ut-component-global-spacing text-formatted"><div><p>When it comes to measuring customer advocacy, <span>many businesses rely on Net Promoter Score (NPS) as a key metric. While NPS is a great tool, it’s important to remember that customer advocacy is only one part of the broader </span><a href="https://www.usertesting.com/blog/what-is-cx"><u>customer experience</u></a><span> (CX).</span></p><p>In this post, we'll dive into how Net Promoter Score (NPS) <span>fits into the customer journey, and how it works together with customer experience to help companies create brands that customers love.</span></p><h2>What is a Net Promoter Score?</h2><p>Net Promoter Score is a widely used <a href="https://www.usertesting.com/blog/customer-experience-metrics">customer experience metric</a> <span>used for measuring customer advocacy, providing insight into how likely customers are to recommend a brand.</span> The metric emerged after decades of research conducted by consulting, marketing, and management firms that sought to find a formula that could express customer advocacy.</p><p><span>Several books and copious amounts of customer interaction later, the NPS framework was born; pioneered by Fred Reicheld, Bain & Company, and Satmetrix, who identified a single question that could effectively gauge customer sentiment. Their innovative work on “The One Number You Need to Grow” was published in the Harvard Business Review. NPS is a simple, yet powerful tool that remains central to measuring customer experience.</span></p><p>In short, the calculation aims to quantify customer feedback and sentiment—and, in many ways, advocacy—by asking a single question.</p><h2>The Net Promoter Score survey question</h2><p><span>After analyzing the purchase histories of more than 4,000 consumers and tracking whether those customers referred the brands they purchased from to others, Reicheld and his team realized the most effective way to measure customer advocacy was to ask this single question:</span></p><blockquote><p>On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?</p></blockquote><p><span>Surprisingly, this question has proven to be the most accurate indicator of customer advocacy, and is now the industry standard. Reichheld had initially assumed that a question about brand loyalty—such as whether customers felt a company deserved their business—would provide the clearest insights. But the team quickly discovered that the real driver of growth wasn’t just loyalty; it was the act of advocacy itself—customers actively recommending a brand to others.</span></p><p><span>This shift in focus from loyalty to advocacy provides a key insight for businesses seeking to improve their customer journey. By understanding how likely customers are to promote a brand, companies can better gauge the health of their customer relationships and identify areas for improvement in their overall customer experience strategy.</span></p><h2>How to calculate Net Promoter Score</h2><p>The Net Promoter Score formula is straightforward. After being presented with the question above, respondents choose a score, typically between 0 and 10, with 0 meaning they’re 'not at all likely' to recommend the company/product/service and 10 meaning they’re 'extremely likely' to recommend the company/product/service.</p><p>Once all the responses are gathered, they’re grouped into three categories:</p><ul><li>NPS Detractor: Scores 0-6</li><li>NPS Passive: Scores 7-8</li><li>NPS Promoter: Scores 9-10</li></ul><p><img alt="NPS definition" width="892" height="218" class="lazyload" data-src="/sites/default/files/usertestingv3/inline-images/NPS%20definition_1.jpg"></p><p>Then, the percentage of Detractors is subtracted from the percentage of Promoters to find the NPS. Scores can range between -100 and 100, with scores of zero and above considered good. (Passive scores are excluded from the calculation as they aren’t considered to either help or harm.) </p><h2>What's a good Net Promoter Score?</h2><p>As mentioned earlier, NPS can range from -100 (all scores 0) to 100 (all scores 10). A score of -100 isn’t remarkable and means that such a company has a lot of work to do to improve its CX. </p><p>Conversely, a good score doesn’t need to be 100—to date, no company has ever achieved a score of 100. However, some brands, like Starbucks and Costco, consistently receive high Net Promoter Scores (above 70).</p><p>Generally, most companies consider any score of 0 or higher positive. Nonetheless, what constitutes a “good” score can vary by industry. </p><p>For example, the industry average for Consumer Brands and Fast Food is 40, but the industry average for Telecommunications/ Cable/TV service is -5. The disparity in <a href="/resources/webinars/leveraging-human-insights-boost-nps-and-drive-smarter-ux-decisions" data-entity-type="node" data-entity-uuid="6279a6c1-e4b9-457a-b8b0-97d7230e7939" data-entity-substitution="canonical" title="Webinar: Leveraging human insights to boost NPS and drive smarter UX decisions">benchmarks across industries</a> is wide, so it’s important to consider that when determining whether your NPS is good or bad.</p><h2>Net Promoter Score as standalone data has its disadvantages</h2><p>While Net Promoter Score can tell you who’s a self-proclaimed advocate for your brand, it’s no guarantee that your customer experience is top-notch.</p><p>Imagine a company sent out an NPS survey immediately after a customer’s purchase. The purchase experience was good, so the customer gave the company a high score. But, a few days later, when the customer received the product, it wasn’t what they had ordered and the return process was the polar opposite of the checkout process. </p><p>The customer is now frustrated and upset and has vowed never to make another purchase. If another NPS survey were sent out at this time, this customer would likely be a vocal detractor.</p><p>NPS captures just one point in time with a customer, and customer feedback will depend heavily on their most recent experience. </p><p>Focusing solely on NPS to measure overall CX is a dangerous habit that could eventually turn loyal promoters into detractors.</p><h3>Net Promoter Scores aren't a guarantee</h3><p>Self-reported data is notoriously inaccurate, which means that just because your customers say they’d recommend you doesn’t mean they will. Jacob Nielsen reports that his research shows that self-reported data from users tends to be heavily influenced by cognitive biases. </p><p>For example, a participant in a user research study may <a href="https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce?language=en" target="_blank">claim that they drink their coffee strong and black</a>. However, when observed in their natural environment, researchers find they take cream and sugar.</p><p>The same logic can be applied to NPS results. A favorable score from a customer does not guarantee that the same customer will recommend your business to a friend.</p><h3>NPS doesn’t show you the why behind your score</h3><p>Probably the most important <a href="https://www.usertesting.com/blog/retailers-why-nps-isnt-enough">information NPS misses</a> is the why behind your score. If your company recently received a high NPS, do you know why? And if the score isn’t great, how can you tell what needs improvement?</p><p>While some NPS surveys provide follow-up questions that enable customers to explain why they chose a particular score, this feedback relies solely on the customer’s memory of their interaction with a brand. That recollection may not be accurate or detailed enough to inform any actionable response.</p><h2>How to pair </h2><p>Like most <a href="https://www.usertesting.com/blog/qualitative-vs-quantitative-research" target="_blank">quantitative</a> metrics, NPS is a strong signifier of a companies’ strength in CX, but it should be paired with qualitative insights to bring the necessary context behind the score. In order to do this, many companies use their NPS to identify areas that need improvements then collect <a href="https://www.usertesting.com/blog/what-are-customer-insights" target="_blank">customer insights</a> through qualitative research like usability studies to get a better understanding of why they scored the way they did.</p><p>By hearing your customers explain why they scored your business the way that they did, it’s much easier to adapt and meet their expectations in the future.</p><p>Think of NPS as similar to a survey or an A/B test. While it can guide you on what your customers are doing, you have limited ways of knowing why unless you conduct user research. </p><p><span>For example, if your NPS is high, qualitative research can reveal what your customers love about your product or service, and why. Watching users navigate your website or app and hearing them speak in their own words can give you an intuitive, actionable understanding of what drives that score.</span></p><p><span>Qualitative research can uncover hidden issues or even standout experiences for your users. </span>You may discover that although your NPS is high, nearly every customer was having the same issue with your navigation, or that the copy on your pricing page doesn’t clearly explain what’s included in the price. On the other hand, you may realize something is really special about their <span>experience that</span> you can replicate somewhere else.</p><p>Observing what your customers say when they’re interacting with your brand puts the muscle you need behind your NPS to understand its meaning and make it immediately actionable. </p><p>Once you’ve established a regular research schedule, you can combine your NPS survey results with corresponding qualitative research and begin to <a href="/blog/qxscore-for-measuring-user-experience" target="_blank" data-entity-type="node" data-entity-uuid="8e50b5d6-a16a-4774-8953-11b5e35532d5" data-entity-substitution="canonical" title="Introducing our holistic score for measuring user experience: QXscore">benchmark your progress</a>.</p><h3 dir="ltr"><span>QXscore</span></h3><p dir="ltr"><span>While NPS provides a snapshot of customer sentiment at a specific point in time, pairing it with a </span><a href="/resources/library/webinars/QXscore" data-entity-type="node" data-entity-uuid="f03e9b48-832c-4958-bafd-c0aff5921e3d" data-entity-substitution="canonical" title="Webinar: How QXscore transforms the product development lifecycle"><span>QXscore</span></a><span> provides a more comprehensive view of the customer experience over time. We created QXscore to quantify users’ attitudes and behaviors into a single, standardized score that’s easy to communicate to key stakeholders. </span></p><p><span>Unlike traditional metrics, QXscore combines attitudinal data such as ease of use, trust, appearance, and loyalty/Net Promoter Score (NPS), with behavioral data that measures task success. With QXscore, you can dive deeper into these areas and pinpoint more specific strengths and weaknesses that might otherwise go unnoticed, if you’re relying solely on NPS. It’s a powerful tool for tracking progress, prioritizing improvements, and driving data-backed decisions that enhance the overall user experience.</span></p><p>Keeping customers happy enough to continue coming back and recommending your brand is a perpetual process that involves your entire organization. Everyone from your sales team to customer service to the executive suite must be committed to building a people-centric company culture. </p><h2>How Experian leveraged user research to support NPS</h2><p>Here’s the situation. Experian researchers could obtain NPS feedback from power users in a fairly straightforward manner, but they couldn’t efficiently connect with—or elicit valuable, unfiltered insight directly from them. As a result, a massive portion of Experian’s user base was excluded from consideration when critical messaging and design decisions were made.</p><p>To combat this problem, <a href="https://www.usertesting.com/customers/experian" target="_blank">Experian researchers leveraged user research</a> to remotely speak with those power users and end-users. By starting with NPS data about end-user preferences, they were easily able to identify the enhancements that were necessary for the company’s products and services. However, they didn’t understand what exactly needed to be changed, and why.</p><p>The actionable qualitative human insights obtained directly from end-users helped the product team easily pivot and prioritize their sprints on work that delivered faster, more impactful results. Since starting on this journey of user research paired with NPS, they’ve realized a +20% process improvement for customers.</p><blockquote><p>UserTesting is a more strategic approach than NPS alone and delivers deeper insight into why our users rate us the way they do. -Sr. Manager of UX Product Design, Experian</p></blockquote><h2>Customer experience is a moving target</h2><p>You don’t want to miss the mark when it comes to understanding exactly how NPS is impacting your CX. Combining your NPS strategy with frequent qualitative research will help you zero in on what your customers really think—and how to make your products consistently exceed their expectations.</p></div></div><div class="ut-component-global-spacing cta grid md:grid-cols-2 gap-4 lg:gap-10 overflow-hidden rounded-4xl py-5 px-3 md:px-4 items-center bg-primary-bass_black ut-bg-dark text-white"><div><div class="ut-component-global-spacing w-full mx-auto flex [&_img]:rounded-4xl"> <article class="media media--type-acquia-dam-image-asset media--view-mode-height-440px"><div> <picture> <source srcset="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=Bx7GFlpk 1x, https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=M955r9s3 2x" media="(min-width: 1440px)" width="782" height="610"/> <source srcset="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=sD7ZqrnN 1x, https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=R-0Hc1-l 2x" media="(min-width: 1280px)" width="782" height="610"/> <source srcset="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=tKoRl051 1x, https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=1nF-gdXj 2x" media="(min-width: 1024px)" width="782" height="610"/> <source srcset="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=656&itok=RmuMVh-l 1x, https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=bDIN0A2q 2x" media="(min-width: 656px)" width="656" height="512"/> <source srcset="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=360&itok=fr_8AdW7 1x, https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=720&itok=GeXCrBnz 2x" media="(min-width: 360px)" width="360" height="281"/> <img loading="eager" width="782" height="610" src="https://usertesting.widen.net/content/l7lr13dh5j/webp/HERO-guide-improve-nps-through-user-insights-2025-782x610.png.png?w=782&itok=Bx7GFlpk" alt="Hero image Improving NPS  through user insights:  A quick-start guide  for researchers" /> </picture></div> </article></div></div><div class='flex flex-col self-center items-center md:items-start'><h3 >Boost your NPS</h3><div class="ut-component-global-spacing text-formatted"><p>Learn how to boost your NPS with human insights</p></div><div class="flex flex-col sm:flex-row items-center gap-2"> <a class="btn btn-primary" href="/resources/guides/improve-nps-with-human-insights" target="_self" > Get the guide</a></div></div></div></div></div><div class="w-full sticky self-start top-[60px] md:top-[88px] order-first md:order-last md:col-span-4"><div class="toc "><div class="toc-title"><h4>In this Article</h4> <button class="toc-toggle md:hidden"></button></div><div class="toc-items"><ul class="toc-list"></ul></div></div><div class="promo hidden md:block mt-3"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-secondary-symphony_white md:w-full"><div><p class="text-base md:text-xl font-bold">Get started now</p><p class="mt-1 text-primary-adagio_gray"></p> <a class="btn btn-primary mt-3" href="/contact-sales-form" > Contact Sales</a></div></div></div></div></div></div></section> <section class="section py-0 last:pb-5.5 md:last:pb-8 mt-6 bg-white overflow-x-clip"><div class="container"><div class="flex flex-col md:grid two-columns gap-x-0 gap-y-4 md:grid-cols-12 lg:grid-cols-12 ut-component-global-spacing"><div class="w-full md:col-span-8"><div class="blog--about-authors"><h4>About the author(s)</h4><div><div><div class="author view-mode--teaser-extended"> <a href="/author/usertesting"><div class="author-headshot"><div><article class="media media--type-image media--view-mode-width-120px"><div> <picture> <source media="(min-width: 1024px)" type="image/webp" width="120" height="120" data-srcset="/sites/default/files/usertestingv3/styles/width_120px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=ab4JTme9 1x, /sites/default/files/usertestingv3/styles/width_120px_2x/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=n4t4nWNP 2x"/> <source media="(min-width: 360px)" type="image/webp" width="88" height="88" data-srcset="/sites/default/files/usertestingv3/styles/width_88px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=Dh7muJFh 1x, /sites/default/files/usertestingv3/styles/width_88px_2x/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.webp?itok=u9wT-G3Y 2x"/> <img loading="lazy" width="120" height="120" alt="UserTesting glyph icon" class="lazyload" data-src="/sites/default/files/usertestingv3/styles/width_120px/public/pictures/2021-03/UT%20Glyph%20for%20Blog_Gradient_300x300.png.jpg?itok=ab4JTme9" /> </picture></div> </article></div></div><div class="author-details"><h4>UserTesting</h4><div class="ut-component-global-spacing text-formatted"><div><p>With UserTesting’s on-demand platform, you uncover ‘the why’ behind customer interactions. In just a few hours, you can capture the critical human insights you need to confidently deliver what your customers want and expect.</p></div></div></div> </a></div></div></div></div></div><div class="w-full md:col-span-4"></div></div></div></section> <section class="section pt-0 pb-5.5 md:pb-8 bg-white mt-[104px] md:mt-8 overflow-x-clip"><div class="container"><div class="views-element-container"><div class="js-view-dom-id-f46f93a8b5dfc179c3a284d83ea97b8b18ab0c3966a59fd30a12349559681127"> <header class="text-center mb-4 md:mb-6"><h2>Read more</h2> </header> <section class="ut-component-global-spacing splide slider-container relative" aria-label="Splide Basic HTML Example"><div class="splide__track w-full"><ul class="splide__list flex flex-row "><li class="splide__slide slider-item flex"><div class="ut-component-global-spacing max-w-full w-[410px] slider-width"><div class="h-full "><div class="teaser relative overflow-hidden h-full flex max-w-full sm:w-[410px] rounded-4xl shadow-card hover:shadow-card-hover flex-col"> <a class="clickable-card absolute w-full h-full z-1" href="/blog/banking-contact-center-optimization" aria-label="Read more about The customer experience crisis in banking contact centers—and how to fix it"></a><div class="teaser-media w-full max-w-full relative "><div><article class="media media--type-image media--view-mode-medium"><div> <img loading="lazy" src="/sites/default/files/usertestingv3/styles/lazy_loading/public/2025-03/bigstock--165925703.jpg.webp?itok=mIVOyP4j" width="672" height="449" alt="Photo of 4 call center workers answering customer support calls" class="lazyload" data-src="/sites/default/files/usertestingv3/styles/medium/public/2025-03/bigstock--165925703.jpg.webp?itok=bvyVs0eI" /></div> </article></div></div><div class="teaser-content bg-white px-3 pt-3 pb-4 h-full flex flex-col justify-between border-solid border-t-8 rounded-b-4xl border-primary-bravo_blue"><div><p class="pill py-1 px-2 uppercase text-sm rounded-4xl w-fit font-bold bg-secondary-falsetto_yellow">Blog</p><h4 >The customer experience crisis in banking contact centers—and how to fix it</h4><div class=""><div> Long wait times, confusing support, and frustrated customers Today’s banking customers expect fast, seamless...</div></div></div><div class="mt-2"> <a aria-label="Read more about The customer experience crisis in banking contact centers—and how to fix it" class="link link-primary" href="/blog/banking-contact-center-optimization" > Read more</a></div></div></div></div></div></li><li class="splide__slide slider-item flex"><div class="ut-component-global-spacing max-w-full w-[410px] slider-width"><div class="h-full "><div class="teaser relative overflow-hidden h-full flex max-w-full sm:w-[410px] rounded-4xl shadow-card hover:shadow-card-hover flex-col"> <a class="clickable-card absolute w-full h-full z-1" href="/blog/3-keys-to-using-human-insights-in-marketing-campaigns" aria-label="Read more about 3 keys to using human insights in marketing campaigns"></a><div class="teaser-media w-full max-w-full relative "><div><article class="media media--type-image media--view-mode-medium"><div> <img loading="lazy" src="/sites/default/files/usertestingv3/styles/lazy_loading/public/wp-uploads/3-keys-marketers.jpg.webp?itok=8j2qt4H5" width="672" height="448" class="lazyload" data-src="/sites/default/files/usertestingv3/styles/medium/public/wp-uploads/3-keys-marketers.jpg.webp?itok=aC9iuFLD" /></div> </article></div></div><div class="teaser-content bg-white px-3 pt-3 pb-4 h-full flex flex-col justify-between border-solid border-t-8 rounded-b-4xl border-primary-bravo_blue"><div><p class="pill py-1 px-2 uppercase text-sm rounded-4xl w-fit font-bold bg-secondary-falsetto_yellow">Blog</p><h4 >3 keys to using human insights in marketing campaigns</h4><div class=""><div> Today’s marketers strive to be bold, authentic, emotional, and relevant to their customers. 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