Net Promoter Score: the share of customers scoring you 9 or 10 out of 10 on whether they would recommend you, minus the share scoring 0 to 6. One UK IT firm showed +87 beside a 2.8 Trustpilot rating.
The number: IT Support Marketing Leaderboard 2026.
Customers who score 9 or 10 are promoters, 7 or 8 are passives and 0 to 6 are detractors. Passives count in the total but not in the sum, so the score runs from -100 to +100. Fred Reichheld introduced it at Bain & Company in 2003.
What it means in practice
The mistake is publishing your own NPS as proof. A buyer cannot check it, and AI answers lean on reviews they can read elsewhere. The firm showing +87 had three Trustpilot reviews, none with a reply.
The move is to use NPS as a fix list. Ask every detractor what went wrong, and ask every 9 or 10 for a public review the same week.
Whito stage: Build. Measure it once you have enough customers for the answers to mean something.
The numbers to hold onto
- One UK IT support firm’s homepage showed an NPS of +87 for the last month and +86 over 12 months, read on 12 October 2026. IT Support Marketing Leaderboard 2026.
- The same firm had 2.8 on Trustpilot from 3 reviews, none answered. IT Support Marketing Leaderboard 2026.
- One firm in the same ten had 4,993 Trustpilot reviews at 4.3. IT Support Marketing Leaderboard 2026.
Where to go next
- The IT support marketing leaderboard
- Retention marketing for UK businesses
- Review management tools compared
Related: Fake reviews ban, Business churn, AI recommendation