What Is a Good NPS?

Measuring your Net Promoter Score® (NPS) allows you to gauge customer loyalty to your club. The score ranges from -100 to 100, with higher scores indicating greater loyalty. However, we often hear the question: “What is a good NPS?” In this article, we aim to provide an answer to this frequently asked question.

Above 0 Is Positive

If your NPS is above 0, you can say you have a positive NPS. This means you have more promoters than detractors among your members. In other words, the majority of your customers are likely to stay loyal and recommend your club to friends or acquaintances. However, the reality isn’t always so clear-cut. Several factors play a role in evaluating your NPS.

What Are Your Competitors Doing?

One useful way to assess your NPS is by comparing it with your competitors’ scores. If your NPS is higher, you’re likely outperforming the market and poised for faster growth. Loyal customers drive growth, after all.

However, there’s an important caveat here. Comparing your NPS to competitors’ scores can be helpful, but it’s crucial to understand that you may not know the context in which your competitors measure their NPS.

For instance, one competitor might measure NPS only once a year, such as shortly after a customer joins. At that point, the customer’s experience may still be very positive due to the attention they received when signing up. If you measure NPS more frequently—after cancellations or complaints, for example—you might receive more critical feedback. This could result in a lower NPS than your competitors, but it doesn’t mean your club is performing poorly. On the contrary, it means you’re learning from your critical customers, focusing on quality rather than just the score.

A Rising NPS Is a Good NPS

A general rule of thumb we use is this: as long as your NPS is improving, it’s a good NPS. If you move from -15 to 15 over a few months, that’s a significant improvement, reflecting efforts to enhance customer loyalty. Conversely, if your NPS drops from 40 to 20, it indicates declining loyalty, even though 20 is still higher than the earlier score of 15.

Our Advice

As you can see, defining a “good” NPS is not straightforward. Our advice is: “Monitor your NPS closely, but focus on your customers’ feedback.” Numbers don’t lie, but the truth lies in the story behind them.

Good luck!