Promoters are unpaid sales reps. Count them.

Three layers. (1) Referral revenue equals promoters times annual referrals per promoter times the discounted annual ARPU of a referred customer (referrals close at 15% off retail because they arrive warm but also expect a friend-rate). (2) Promoter churn savings is calculated as a 4% monthly churn baseline reduced to roughly 1.6% for promoters, multiplied by ARPU times 12. (3) Detractor churn cost is an 8% monthly excess churn rate applied to detractor headcount times ARPU times 12. Net annual NPS value sums (1) and (2) and subtracts (3).

Because promoters and detractors behave economically differently. Promoters refer at 2.5x the rate of passives, churn at roughly 40% of the passive rate, and spend about 30% more on expansion and upsell. Detractors churn at roughly double the passive rate, leave bad reviews that suppress organic acquisition, and tie up customer-success time. Translate the behavior difference into dollars and NPS stops being a board-deck vanity metric and becomes a budget allocation tool.

They're blended from Bain's "Loyalty Effect" data set, Reichheld's NPS field research at Satmetrix, and Nirvani's own retention cohorts across 200+ SMB deploys. The 2.5x referral multiplier and 60% churn-reduction effect are the most robust numbers in the literature. The 30% spend premium is more variable by industry. If your accountant has cleaner data on any of these, plug your numbers into the sliders and let the calculator use yours instead of the medians.

Benchmarks shift by category. SaaS world-class is roughly 50+. Ecommerce floors are lower; 30+ is strong because cart abandonment skews the survey. Service businesses (dental, salon, agency, gym) routinely hit 60-80 because customers self-select into the relationship. Transactional industries like real estate and law firms can post 70+ because the high-touch moment of value is so vivid. The calculator uses your industry's median as the benchmark bar, not a one-size threshold.

Use the industry defaults to ballpark, then run a real survey to your last 30-90 days of active customers. Two-question version: "How likely are you to recommend us, 0 to 10?" and "Why?". Send via SMS for SMB (60-80% response rate) or email for desk-bound B2B (15-25% response rate). You'll have enough to recompute this calculator with real numbers inside a week.

Five pages. (1) Your numbers, with the referral revenue, churn savings, detractor cost, and net annual NPS value laid out. (2) Your industry benchmarks side by side with your inputs. (3) The three retention and referral plays most likely to move your score given your starting position. (4) Sample NPS survey copy plus a detractor recovery script. (5) Implementation roadmap from week 1 through day 90. You'll receive it within 2 minutes of submitting the form.