Skip to content

It's Time to Settle The Debate -

Is NPS Valuable in B2B?

Despite having been launched nearly 20 years ago, a divide among practitioners persists as to the value of NPS. This research study analyzes how business leaders perceive the Net Promoter System and the benefits NPS brings (or does not bring) to their organization.

What You'll Find in this Report


Our research indicates that NPS is largely seen as a valuable metric by B2B organizations of all sizes and across multiple industries. One key reason cited is the value it brings to business leaders in different positions within the organization. This includes the ability to establish a benchmark, trend customer sentiment over time, identify at-risk customers, and strengthen customer relationships. However, there is near-universal agreement that the score is meaningless without context and action. More than that, business leaders are united in their belief that NPS should be viewed as a system designed to improve the overall customer experience, not just a numerical measure of customer satisfaction and loyalty.

80% of Business Leaders Lean In Favor of NPS 

It's clear that NPS Remains a Valuable Metric Despite Criticism. Here's What Practitioners Have to Say: 

“It’s a good way to rally people around CX and caring about customers. But it's more about what you're doing about the score - looking at comments of promoters, neutral and detractors - than just capturing the score. So, tying the score to initiatives and then tracking the success of those and how they influence NPS is critical." - User Experience Researcher, 5001+ employees

“It is good to have a standard metric to rally the company around. We can watch for trends and make changes to see how sentiment is impacted. That’s where it is adding value. It’s a great, easy way to get feedback from the customer.” - Chief Customer Officer, 501-5000 employees

“It gives us the opportunity to address issues directly with clients who are neutral or dissenters. It's uncovered opportunities for relationship building, cross-selling and upselling as part of an overall client experience program.” - Marketing Director, 51-200 employees