Net Promoter Score – NPS
NPS is an index used to measure customer loyalty toward your brand, company, or service. On a 0 to 10 scale, customers are asked to provide feedback about how likely they are to recommend your services in the future.
NPS is a widely adopted metric used by many organizations.
Text for the NPS question is automatically generated, with default text reflecting the proven industry standard. We strongly recommend that you use the default text. The only change you should make is to insert the name of your brand, company, or service.
The scale for an NPS question is always 0 to 10 and cannot be changed. On this scale, 0 is Not at all Likely and 10 is Extremely Likely.
Responses to a Net Promoter Score question categorize customers as follows:
- Detractors: Customers who provide responses from 0 to 6. These respondents are less satisfied and are unlikely to have a positive impact on your organization. They are unlikely to recommend you and in some cases may even generate negative publicity about you.
- Passives: Customers who choose 7 or 8. These are satisfied but unenthusiastic customers. They may defect to competitors if they see any available benefits.
- Promoters: Customers who pick 9 or 10. These are your brand ambassadors, those you can consider your most loyal and satisfied customers. They are most likely to demonstrate positive behavior like referring to new customers and spending more themselves.
Net Promoter Score Calculation:
To calculate the NPS, the percentage of Detractors (those who chose 0-6) is subtracted from the percentage of Promoters (those who chose 9-10).
NPS = Promoters% (9-10) – Detractors% (0-6)
The Net Promoter Score can range between -100 (all Detractors) to +100 (all Promoters).
Score category analysis:
- An NPS greater than 60, shown in green, is considered excellent.
- An NPS from 0 to 60, indicated in orange, is decent.
- An NPS from -100 to 0, highlighted in red, indicates risk.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. Average NPS scores vary by industry.