Customer Analytics & Growth Lab

NPS & CSAT Loyalty Lab

Calculate Net Promoter Score (NPS), CSAT %, Detractor churn financial impact, and customer retention ROI in a free interactive marketing calculator lab.

NPS Model Retention Audit Loyalty Theory FAQ

Industry Loyalty Presets

Load benchmark NPS profiles.

Step 1: Input Survey Responses & Customer Portfolio Financials

Survey Scores, ARPU & Churn Inputs

Customer Survey Responses (0 to 10 Scale)

NPS = [% Promoters - % Detractors]. Passives dilute percentages but are not subtracted.

Customer Portfolio & Financial Churn Dynamics

$
%
%
Net Promoter Score
+45
Strong Customer Loyalty (±3.1% MoE)
Customer Satisfaction (CSAT)
77.5%
60.0% Promoters · 15.0% Detractors
Detractor Annual Churn Loss
$3,150,000
263 detractor customers lost/yr
10% Detractor Fix Value
$270,000
Revenue saved from 10% detractor fix

Customer Loyalty Breakdown & Retention Financial Audit

Customer Loyalty Dimension Calculated Value Managerial Interpretation & Growth Impact

Customer Retention Strategy

The Economics of Customer Advocacy

Developed by Fred Reichheld and Bain & Company, the Net Promoter framework categorizes customers into three distinct behavioral cohorts:

  • Promoters (Score 9-10): Loyal brand enthusiasts who purchase more, renew longer, cost less to serve, and refer new customers for free.
  • Passives (Score 7-8): Indifferent users with high price sensitivity, open to competitive offers.
  • Detractors (Score 0-6): Unsatisfied users who drive negative reviews, increase support tickets, and suffer heavy annual churn.

Evaluate customer lifetime value in the Customer LTV Lab.

Mathematical Formulas

Essential customer loyalty formulas

NPS = % Promoters ( 9-10 ) - % Detractors ( 0-6 )

CSAT % = ( Promoters + 0.70 × Passives ) ÷ Total Responses

Margin of Error (95% CI) = 1.96 × √( 0.25 ÷ n )

Detractor Lost Revenue = Detractor Customers × Detractor Churn % × ARPU

10% Fix ROI = ( 0.10 × Detractor Count ) × ( Detractor Churn - Promoter Churn ) × ARPU

Model acquisition payback in the CAC Payback Lab.

FAQ

Net promoter score & CSAT questions

How is Net Promoter Score (NPS) calculated?

NPS = % Promoters (rating 9-10) minus % Detractors (rating 0-6). Passives (rating 7-8) are included in the total respondent count to dilute percentages but are not directly subtracted.

What is considered a good Net Promoter Score?

An NPS above 0 means you have more promoters than detractors. Above +40 is considered strong customer loyalty, and above +70 is world-class advocacy (e.g., Apple, Costco).

How does NPS link directly to revenue and financial churn?

Detractors churn at substantially higher annual rates (often 30% to 50%) compared to Promoters (typically 5% to 10%). Reducing detractors directly preserves recurring revenue and lowers customer acquisition replacement costs.

What is the difference between NPS and CSAT?

CSAT measures short-term satisfaction with a specific interaction (e.g., support ticket or checkout), whereas NPS measures overall long-term brand loyalty and willingness to recommend.

Why does survey sample size matter for NPS?

Small survey samples have wide margins of error (e.g. ±10%). A sample size of 400+ responses is generally needed to achieve a reliable ±5% margin of error at a 95% confidence level.

Can I export the NPS and retention audit to CSV?

Yes. You can export complete customer sentiment, survey margin of error, cohort churn, and financial retention metrics as a UTF-8 CSV spreadsheet with formula injection defense.

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