Net Promoter Score (NPS) Market – Trends Forecast Till 2031

Market Snapshot

Market Overview

The global Net Promoter Score (NPS) Market size was estimated at USD 570 million in 2024 and is projected to reach USD 961.2 million in 2031 at a CAGR of 9.10 % during the forecast period 2025-2031. Net Promoter Score (NPS) Market

The Net Promoter Score (NPS) market refers to the industry centered around tools and methodologies used to measure customer loyalty and satisfaction. NPS is a metric used by businesses to gauge how likely their customers are to recommend their products or services to others, offering valuable insights into customer experiences. It is based on a simple survey question that categorizes respondents into promoters, passives, and detractors. The primary purpose of NPS is to help companies understand customer sentiment, identify areas for improvement, and ultimately drive business growth.

The scope of the NPS market includes a variety of software solutions, platforms, and consulting services designed to collect, analyze, and report on customer feedback. This market extends across multiple industries, including retail, e-commerce, hospitality, healthcare, financial services, and technology. As businesses increasingly recognize the importance of customer experience, NPS has become a vital tool for improving customer retention, enhancing brand reputation, and fostering long-term relationships. Furthermore, the growth of digital transformation and the increasing availability of real-time data analytics have expanded the adoption of NPS across small, medium, and large enterprises.

Several trends are shaping the NPS market, including the integration of artificial intelligence (AI) and machine learning (ML) into NPS platforms to provide more accurate and actionable insights. Automation is also a key trend, enabling businesses to send surveys, collect responses, and generate reports with minimal manual intervention. Additionally, the rise of omnichannel communication strategies is driving the adoption of NPS as companies seek to gather feedback across multiple touchpoints, such as websites, mobile apps, social media, and in-person interactions. Personalization of NPS surveys, making them more relevant to specific customer segments, is another growing trend.

The primary drivers of the NPS market include the increasing emphasis on customer-centric business models and the growing need for data-driven decision-making. As competition intensifies across industries, companies are turning to NPS to differentiate themselves and enhance customer satisfaction. The shift toward customer experience management (CEM) and the growing importance of customer retention over acquisition are also key factors driving market growth. Additionally, the adoption of cloud-based solutions and the increasing availability of affordable, scalable NPS tools are making it easier for businesses of all sizes to leverage this metric effectively.

Delvens Industry Expert's Standpoint

Experts in the Net Promoter Score (NPS) Market highlight several key trends driving growth and innovation. The Net Promoter Score (NPS) market focuses on tools and services that help businesses measure customer loyalty and satisfaction by gauging how likely customers are to recommend their products or services. The market spans industries such as retail, healthcare, and technology, offering software platforms, consulting, and analytics solutions to track customer sentiment. Key trends include the integration of AI, automation, and omnichannel strategies to gather real-time feedback, while personalization of surveys is becoming more prevalent. NPS adoption is driven by the increasing focus on customer experience, data-driven decision-making, and the need for competitive differentiation. Additionally, the rise of cloud-based solutions is making NPS accessible to businesses of all sizes, contributing to the market’s growth.

Market Portfolio

Key Findings

• By component, the global Net Promoter Score (NPS) market is shaped by key segments, with software playing a dominant role, registering a value of 567.4 USD Million in 2023. This highlights the essential function of software in facilitating NPS solutions. Meanwhile, the services segment holds its own with a valuation of 165.8 USD Million in the same year, underscoring the importance of services in supporting NPS implementation and analysis. The interaction between software and services creates a dynamic market landscape, where both components contribute uniquely to the NPS ecosystem, offering a comprehensive view of its financial structure.

• By enterprise size, the segmentation of the NPS market reveals distinct contributions from small, medium, and large enterprises. The Small and Medium Enterprises (SMEs) segment, valued at 216.7 USD Million in 2023, represents a flexible and adaptable group of businesses leveraging NPS to refine customer relationships. On the other hand, the Large Enterprises segment, with a valuation of 516.6 USD Million, reflects the significant influence of large-scale organizations that implement NPS across vast operations to enhance customer satisfaction on a global scale. These contrasting segments reveal how both agile SMEs and expansive large enterprises navigate customer loyalty through NPS strategies.

• By end-user, the NPS market spans a wide range of industries, each utilizing the metric to improve customer relationships. E-commerce companies rely on NPS to optimize customer satisfaction and drive loyalty in a highly competitive digital space. Healthcare organizations apply NPS to gauge patient satisfaction and refine services, ensuring high-quality care. In education, NPS is used to assess student satisfaction and improve educational experiences. The Retail and Logistics sector leverages NPS to understand consumer sentiment and enhance service offerings, while BFSI organizations utilize it to foster trust and loyalty in their financial services. The "Other" category represents a diverse mix of industries that similarly benefit from the insights NPS provides. These various end-users illustrate the wide applicability and growing importance of NPS across sectors.

• The market is also divided into various regions such as North America, Europe, Asia-Pacific, South America, and Middle East and Africa. North America region is projected to hold the largest market share. Factors such as increasing focus on customer experience, rise in demand for real-time feedback, growing adoption of cloud-based solutions, need for data-driven decision-making, expansion of e commerce, and rising competition across industries have triggered the Net Promoter Score (NPS) Market in the region.

Regional Analysis

North America to Dominate the Market

• North America, the NPS market holds considerable significance due to the region's diverse business environment and varied consumer behaviours. In North America, companies increasingly turn to NPS as a vital tool to measure customer satisfaction and loyalty, helping them fine-tune their offerings and strategies to better meet consumer expectations. This use of NPS aids in fostering stronger customer relationships and enhancing brand loyalty across industries in the region.

• Europe, the NPS market plays a pivotal role in guiding businesses toward more customer-centric approaches. Companies in Europe, similar to those in North America, leverage NPS data to refine their products and services based on valuable customer feedback. This regional focus on NPS is driven by the need to maintain competitiveness and adapt to the evolving demands of consumers, making it an essential metric for enhancing customer experience and satisfaction.

Competitive Landscape

• Qualtrics, LLC
• Zonka Technologies Pvt Ltd
• SurveySparrow Inc.
• Survicate sp. z o.o.
• InMoment
• Medallia Inc.
• Customer Gauge
• NICE Satmetrix
• Verint Systems Inc.
• Nice Reply, s.r.o.
• AskNicely
• Zykrr

Recent Developments

In 2023, NPS declined in 8 out of 13 industries, with sectors like investment firms, airlines, and utilities experiencing significant drops. Conversely, the luxury auto sector was the only industry to see a notable improvement.

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Report Scope