HubSpot Guide to Net Promoter Score (NPS)
HubSpot users rely heavily on customer feedback, and Net Promoter Score (NPS) is one of the simplest ways to measure loyalty and growth potential. This guide explains what NPS is, how to calculate it, what a good score looks like by industry, and how to improve it using a structured, service-focused approach.
The insights below are adapted from the detailed Net Promoter Score resource available on the HubSpot blog, tailored into a practical how-to article you can act on today.
What Is Net Promoter Score?
Net Promoter Score is a customer loyalty metric based on one primary question:
“How likely are you to recommend our company to a friend or colleague?”
Customers answer on a scale from 0 to 10. Their responses fall into three groups:
- Promoters (9–10): Loyal, enthusiastic customers likely to recommend you.
- Passives (7–8): Satisfied but not excited; they may switch to competitors.
- Detractors (0–6): Unhappy customers who may discourage others.
NPS converts these responses into a single number that reflects overall loyalty and referral potential.
How to Calculate NPS the HubSpot Way
You do not need complex tools to calculate NPS, though platforms like HubSpot make distribution and analysis easier. The formula is always the same.
Step 1: Collect NPS Responses
Ask your customers the standard NPS question with the 0–10 scale. You can send this survey via email, in-app, or on your website after key interactions such as onboarding, support tickets, or renewals.
Step 2: Categorize Respondents
Group the responses into the three standard NPS segments:
- 0–6: Detractors
- 7–8: Passives
- 9–10: Promoters
Count how many customers fall into each group.
Step 3: Apply the NPS Formula
The NPS formula uses percentages, not raw counts:
- Calculate the percentage of respondents who are Promoters.
- Calculate the percentage who are Detractors.
- Subtract Detractors from Promoters.
NPS = % Promoters − % Detractors
The result is a number between −100 and 100. A negative NPS means you have more unhappy customers than loyal fans, while a positive NPS indicates more promoters than detractors.
What Is a Good Net Promoter Score?
According to benchmarks discussed in the original HubSpot article, what counts as a “good” NPS depends on context, industry, and customer expectations. Still, there are general guidelines you can use.
Basic NPS Benchmarks
- Below 0: Problematic and requires urgent attention.
- 0–30: Acceptable, but there is significant room for improvement.
- 30–50: Strong performance and generally considered good.
- 50+: Excellent; a sign of very loyal, enthusiastic customers.
Even with these benchmarks, the article from HubSpot stresses that you should compare your score against your own history and direct competitors rather than against unrelated industries.
Industry Differences in NPS
Expectations for support, pricing, and product experience vary widely. That means an NPS of 40 might be outstanding in one space and average in another. For example:
- Software and SaaS: Customer experience and onboarding heavily influence NPS.
- Financial services: Trust and clarity are critical drivers of scores.
- Ecommerce and retail: Shipping, returns, and support responsiveness strongly affect results.
Your goal is to track your NPS over time, understand why it moves, and close the loop with customers to improve it steadily.
How HubSpot Teams Can Use NPS Effectively
Customer-facing teams can integrate Net Promoter Score into their routines to align service quality with growth goals. Whether you use HubSpot or another system, the principles below still apply.
1. Combine NPS With Qualitative Feedback
Numbers alone do not explain why customers are promoters or detractors. Always pair the rating question with an open-ended follow-up like:
“What is the primary reason for your score?”
This qualitative feedback helps your team identify patterns such as product gaps, onboarding issues, or support delays.
2. Segment NPS for Deeper Insight
Analyze your score by key segments, for example:
- Plan type or contract size
- Product line or feature set
- Customer lifecycle stage
- Region or language
These slices show where loyalty is strongest or weakest and where improvements will have the biggest impact.
3. Close the Loop With Detractors
Use NPS as a trigger to follow up with unhappy customers. A simple workflow might include:
- Review detractor responses daily or weekly.
- Reach out personally to understand their issues.
- Fix what you can quickly and communicate clearly.
- Log outcomes so your team can spot recurring themes.
This approach can turn detractors into promoters and reduce churn.
4. Activate Promoters as Advocates
Promoters are ideal candidates to support growth initiatives. You can:
- Invite them to share testimonials or case studies.
- Encourage online reviews on trusted platforms.
- Offer referral programs where appropriate.
- Include them in beta groups or customer councils.
By mobilizing promoters thoughtfully, you transform satisfaction into measurable growth.
Improving NPS: A Practical Roadmap
Boosting NPS is not about chasing a single number; it is about building reliable systems around customer experience. Here is a simple roadmap inspired by the guidance in the HubSpot resource:
Step 1: Map the Customer Journey
Identify the critical touchpoints that shape perception:
- Onboarding and product setup
- Support interactions
- Billing and renewals
- Product usage milestones
Place NPS or similar feedback questions at key points on this journey to understand how each stage affects loyalty.
Step 2: Prioritize Issues by Impact
After categorizing feedback, spot patterns that connect directly to detractor comments, such as:
- Slow response times
- Confusing product flows
- Missing features or integrations
- Unexpected pricing or billing issues
Rank these by frequency and business impact so teams know what to tackle first.
Step 3: Align Teams Around Customer Outcomes
Share NPS results and key themes across support, product, marketing, and sales. Clear visibility helps everyone understand how their work affects loyalty, not just short-term metrics like tickets closed or leads generated.
Step 4: Track NPS Over Time
NPS is most powerful as a trend. Review it:
- Monthly or quarterly, depending on volume
- Before and after major product changes
- Alongside churn and expansion metrics
Use these trends to validate whether your improvements are working.
Additional Resources for NPS and CX
To explore the original, in-depth explanation of Net Promoter Score, including more nuance on what is considered a good score, visit the official HubSpot article here: What Is a Good Net Promoter Score?
If you need expert help implementing NPS programs, building reporting, or connecting survey data with your broader CRM and marketing stack, you can learn more at Consultevo, a consultancy focused on revenue and customer experience operations.
By treating Net Promoter Score as a continuous feedback system rather than a vanity metric, you can steadily improve loyalty, reduce churn, and build a base of customers who are proud to recommend your brand.
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