Business & Finance

How to Improve Your Net Promoter Score for SaaS in 2024

How to Improve Your Net Promoter Score for SaaS
Photo: Canva

The Net Promoter Score (NPS) is an important metric that measures brand health and customer loyalty. B2B SaaS companies use it to track how their customers perceive their product, and how likely they are to recommend it to others.

Many regard it as a direct indicator of customer satisfaction and growth. As such, customer success teams should actively track the net promoter score and take the necessary steps to improve it.

In this post, we will share five practical strategies to improve the Net Promoter Score of your B2B SaaS.

Let’s get started!

How to Calculate Your Net Promoter Score

The Net Promoter Score measures customer satisfaction by asking only one question, “How likely are you to recommend our company/product/service to a friend or colleague?

survey popup
Image via Userpilot

The answers are given on a linear scale from 0 to 10. The customers who respond are classified as follows:

  • Promoters (9 – 10): Loyal and content customers who are likely to recommend your business to others.
  • Passives (7 – 8): Although content with your product, passives will not actively promote your business to others.
  • Detractors (0 – 6): These users are not happy with your product, they are not likely to recommend it to others and can even spread negative word-of-mouth.

After gathering feedback, you can calculate your NPS by subtracting the percentage of Detractors from the percentage of Promoters.

NPS = Promoters% – Detractors%

Expert Guide to Improve Your Net Promoter Score

A low NPS score should worry you since it means your customers are less likely to recommend your business to their friends and colleagues.

Use the strategies below to improve the customer experience and increase your NPS as a result.

1. Close the Customer Feedback Loop

After customers indicate that they’re not likely to recommend your business to others, don’t just let them leave. Dig deeper to find the context and reasons behind their low NPS score.

Some of the methods you can use to collect more feedback from your customers to improve the user experience include:

  • Direct interviews
  • Follow up emails
  • Phone calls

Your customer success team can reach out to the detractors to learn more about their experience with your products. Closing the feedback loop shows that you take customer feedback very seriously.

It will also help you learn what you need to do better to improve the customer experience.

2. Get Everyone to Focus on the NPS

For you to improve your Net Promoter Score, you need to make it clear to everyone in your organization that your main goal is to have as many Promoters as possible.

The customer journey has so many touchpoints and you want each contact to leave users with a positive experience.

That’s why you want to hold regular meetings to discuss the NPS and how it affects your bottom line.

You can even consider incentivizing your team based on customer feedback to motivate them to improve the experience across every customer touchpoint.

3. Find Out the Root Cause for Low NPS Scores

Your NPS score could be low because customers cannot reach your support team when they need help. To solve this issue effectively, you want to find out why your customer support team is difficult to reach.

It could be that your customer support team is understaffed or they lack the right tools to support your customers.

4. Try to Convert Passives into Promoters

Reaching out to passives and trying to convert them into promoters is an effective way to improve your NPS score. Passives have had a most pleasant experience with your brand but need more attention or personalization to become promoters.

After they have filled out the NPS survey, reach out to them to find out where they find you lacking. Thereafter, find ways to exceed their expectations and improve your NPS score.

5. Make Structural Changes to Your Product

Sometimes, the reasons for your low NPS are structural issues with your product. For example, your one-time payment plan could be confusing and complicated, leading to customer frustration and dissatisfaction.

In this case, you may want to learn about subscription billing from Younium and make your payment more transparent to your users.


Net Promoter Score is an important metric for B2B SaaS to track to determine how customers feel about their products. If your NPS score is low, use the strategies mentioned above to improve the customer experience and win many Promoters for your business.

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