If you’re a coach or consultant, you know that client satisfaction is the heartbeat of your business. When clients are happy, they stay… and hopefully tell their friends. When they’re disappointed, they unfortunately tend to tell everyone.
That’s where the Net Promoter Score (NPS) comes in. It’s a deceptively simple number that can reveal how loyal your clients are, how healthy your business is, and even how much future growth you can expect. But here’s the tricky part: knowing what is a good NPS score and how to use it can make the difference between slow, unpredictable growth and a steady stream of enthusiastic referrals.
In this guide, we’ll dive into what an NPS score really means, why it matters so much for coaches and consultants, how to interpret your number, and the practical steps you can take to raise it. Along the way, we’ll explore the right NPS score questions to ask, how to act on the answers, and how tools like Agolix can make the process seamless.
What is an NPS Score?
The Net Promoter Score was first developed in 2003 by Bain & Company as a quick way to measure customer loyalty. The concept is simple: you ask your clients one question: On a scale from 0 to 10, how likely are you to recommend our services to a friend or colleague?
Their answer drops them into one of three categories. Those who score you a 9 or 10 are your “Promoters”; these are the clients who rave about you, send you referrals, and come back for more. A score of 7 or 8 lands them in “Passive” territory; they’re content, but not exactly rushing to tell others about you. And then there are the “Detractors,” scoring you from 0 to 6. These clients are not only unhappy, but they might also actively dissuade others from working with you.
How is NPS Calculated?
Your NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The result is a number that can range from -100 (all detractors) to +100 (all promoters). The higher the score, the stronger your base of loyal advocates.
For example, if 60% of your clients are Promoters and 20% are Detractors, your NPS is 40. That might not sound like much, but in many industries, that’s a healthy score.
Why the NPS Score Matters for Your Business
In coaching and consulting, trust is your currency. You’re not selling a product you can hold in your hands — you’re selling transformation, insight, and results. Your NPS isn’t just a customer satisfaction measure; it’s a future-looking indicator of referrals, retention, and revenue.
Consider the case of a career consultant named Mark. His NPS was hovering around 25; a decent score by some industry standards. But when he dug deeper into the feedback, he discovered that many of his “Passive” clients loved his expertise but felt his follow-up support was lacking. By creating a structured post-session follow-up plan, Mark not only raised his NPS to 55 within six months but also saw a 30% jump in referrals. In a relationship-driven business like coaching, that kind of growth potential is gold.
What is a Good NPS Score?
This is the million-dollar question: What is a good NPS score? The definition of “good” depends on your industry. Here are some examples of NPS scores of various companies you may recognize.
In some sectors, a score of 40 might be considered excellent, while in others, 70 is the gold standard. Here are some more examples:
- Negative (<0): More Detractors than Promoters; urgent changes needed.
- 0–30: Acceptable, but with plenty of room for improvement.
- 30–70: Strong; most clients are happy and loyal.
- 70+: Exceptional; world-class loyalty to be proud of.
NPS Score Benchmarks: How Do You Compare?
When you look at NPS benchmarks across industries, it’s clear that “good” can mean different things depending on your field. In professional services, the average NPS hovers around 45, with scores above 60 considered excellent and anything over 75 firmly in world-class territory.
SaaS businesses, on the other hand, tend to average closer to 40, with 55+ marking excellence and 70+ standing out as exceptional. Consulting firms generally perform well in this metric, averaging 51, with a 70+ score signaling excellence and an 80+ score representing the kind of loyalty that most businesses only dream about.
For a coach or consultant, these numbers can serve as guideposts rather than strict rules. Your goal isn’t just to beat an industry average; it’s to create such a remarkable client experience that your score climbs into the “excellent” range for your specific audience.
Here’s an example scenario: A business coach named Lisa has an NPS of 72. She doesn’t just hit that number by accident; she intentionally designs her client onboarding to make a powerful first impression, provides regular updates, and celebrates her clients’ wins. The result? Clients not only stay longer, but become vocal advocates for her programs.
How to Improve NPS Scores
Getting your score is only the starting line. The real value of NPS lies in what you do with it. Here are some critical next steps to improve your NPS scores:
1. Follow Up with Detractors Quickly
- Ask what went wrong and how you can fix it.
- Show that you value their feedback.
If your number is lower than you’d like, the first step is to look at your Detractors and find out what’s gone wrong. Reach out quickly, listen to their concerns, and make changes where possible.
2. Engage Passives
- These are your “almost” promoters, and you want to find out what would make them rate you higher.
Don’t forget about Passives; they’re often just one or two tweaks away from becoming your Promoters! Maybe they need a smoother onboarding process, clearer communication, or more personalized follow-up. By identifying these opportunities, you can turn “satisfied” into “thrilled.”
3. Close the Loop and Personalize Client Touchpoints
- Share with clients how you’ve acted on their feedback.
Closing the loop is critical. When clients see that you’re not just collecting feedback but actually acting on it, their trust deepens. This isn’t just about fixing problems, but showing clients you value their opinions and are committed to improving their experience. You can also tailor communications, offers, and make small service adjustments to support clients.
4. Leverage Tools Like Agolix
- Automate NPS surveys, analyze trends, and set reminders for follow-up.
Tools like Agolix make this process easier by making it easy to create NPS surveys after key interactions. You can automate your outreach, tracking trends over time and gathering valuable insights on where to focus your efforts.
NPS Score Questions: Getting The Most Insight
The beauty of NPS is in its simplicity, but that doesn’t mean you should stop at just one question. The way you phrase your survey and the follow-up you build around it can completely change the quality of feedback you receive.
Let’s start with the core NPS question itself. Depending on your audience, you might phrase it slightly differently:
- For Coaching Clients: “On a scale from 0 to 10, how likely are you to recommend my coaching services to a colleague or friend who’s looking for similar support?”
- For Program Participants: “How likely are you to recommend this program to someone seeking the same kind of outcomes?”
- For Workshop Attendees: “Based on today’s experience, how likely are you to recommend this workshop to others in your field?”
These subtle variations make the question feel more relevant to the respondent’s experience, while still sticking to the standardized NPS format.
The key is also to keep your questions neutral so you don’t unintentionally bias the responses. For example, instead of asking, “How much did you love working with us?” you might ask something like: “Based on your experience so far, how likely are you to recommend our program to someone looking for similar results?”
The real data, however, comes from the follow-up questions. The number itself tells you what your clients feel, but it doesn’t tell you why. Adding open-ended prompts like “What’s the main reason for your score?” or “What could we do to improve your experience?” gives clients the space to share the specifics that help you take action.
Some consultants even ask, “What’s one thing we could add or change that would make you more likely to recommend us?” These kinds of follow-ups transform NPS from a simple metric into a strategic tool.
Finally, let’s talk about designing your assessment form or template. An effective NPS survey is short, easy to complete, and consistent. Ideally, it starts with the standard 0–10 recommendation question, followed immediately by one or two open-ended questions. Avoid making it longer than a few minutes, as clients will be more likely to skip it.
Using NPS Scores to Drive Results in Your Practice
When used well, NPS scores can be much more than a score; it can become a driver of your business’ overall strategy. Here’s how coaches and consultants can turn NPS data into growth:
- Identify at-risk clients and address their concerns before they churn.
- Create loyalty programs for promoters, like referral discounts or exclusive content.
- Highlight high scores in marketing as social proof.
- Incorporate NPS trends into performance reviews for your team.
Coaches can use NPS scores to identify at-risk clients before they leave, design loyalty strategies that reward Promoters, and spotlight their high scores in marketing materials.
For example, if someone consistently gives you a score in the 0–6 range, that’s a huge signal that they’re an at-risk client who may not stick around. Instead of waiting for them to quietly drop off, you can proactively reach out. A simple phone call or email that says, “I noticed your feedback and wanted to hear more about your experience,” can turn a potential critic into someone who feels seen and valued. In many cases, that one touchpoint is enough to rebuild trust.
Improving Your Reports
NPS results also become incredibly valuable when woven into your reporting and program improvement cycles. Let’s say you’re running a six-month leadership coaching program.
By measuring NPS at the halfway point and again at the end, you can spot whether satisfaction improves as participants progress. If scores dip mid-way through, you’ll know it’s time to tweak the curriculum or add additional support. Over time, these small, data-driven adjustments compound, leading to stronger outcomes and happier clients.
Consultants can integrate NPS results into quarterly performance reviews, team training sessions, and client reports. Sharing these results with stakeholders can build buy-in for making necessary improvements. Over time, it can help shape a culture of continuous improvement within your practice.
With Agolix, your NPS data can be transformed into visual reports that make trends easy to spot, so you can make data-driven decisions without the guesswork.
Common Mistakes to Avoid When Measuring NPS
It’s tempting to treat NPS as the only metric that matters, but that’s a trap. It’s a great starting point, but it should be paired with other measures like client retention, lifetime value, and engagement levels.
There are a few other traps to watch out for:
- Not acting on feedback – Asking is pointless if you ignore answers. Don’t be afraid to provide regular feedback checks as part of your client engagement.
- Surveying too rarely – Twice a year is the minimum for most service businesses, as surveying too infrequently can give you outdated insights.
- Poorly timed surveys – Sending a survey before a client has experienced the full value of your service can skew results. Send them after key milestones, not at random.
- Cross-industry comparisons without context – A 50 in consulting might be better than an 80 in a low-bar industry. Always interpret your NPS in the context of your specific industry and client base.
Turning NPS Insights to Business Growth
NPS insights, when used correctly, can become a key driver of business growth. High scores can be showcased in marketing as social proof, while low scores can point directly to areas needing attention.
Take this example: A team of organizational consultants began integrating their NPS data into quarterly client reviews. This transparency not only impressed clients but also helped the team fine-tune their offerings. Over two years, they consistently maintained an NPS above 65, fueling steady referrals and long-term contracts.
With Agolix’s assessment and reporting capabilities, you can visualize your NPS trends to easily share insights with your team or stakeholders.
Your NPS score is like a compass, pointing you towards loyalty, referrals, and sustainable success. That said, a compass doesn’t move you forward; your actions do.
For coaches and consultants, that means:
- Consistently gathering feedback from clients.
- Responding quickly and thoughtfully.
- Tracking changes over time.
- Using the right tools (hello, Agolix!) to streamline the process.
If you’re ready to start measuring, improving, and celebrating your NPS, explore Agolix’s assessment software and make client loyalty your competitive advantage.
