Net Promoter Score® (or NPS®) shows how customers view a company or service. The NPS survey collects customer scores and helps to evaluate customer satisfaction. Companies all over the world use the Net Promoter Score to gauge their success with serving customers.
Conducting a Net Promoter Score survey needs three parts:
- The survey collects customer feedback for the parts you want to evaluate.
- Scores get categorized into one of three categories.
- Each category gets calculated to show the current score.
After the calculation, the end result is a number representing the current Net Promoter Score.
The NPS Survey
Finding your Net Promoter Score gives you a place to start gauging how your customers value your service. The essential question format is:
How likely is it that you would recommend [brand or service] to a friend or colleague?
The scale used to collect the answer is Formsite’s Number Scale item. Note that the scale begins at zero and ends at ten.
Use the scale to ask about other aspects of the organization or service, too. For example, ask about customer service, technical support, or billing. Virtually any topic can use the NPS format to establish a customer satisfaction score.
After collecting the survey scores from 0-10, group each score into categories:
- Promoters (those who answer 9-10) are happy customers who will refer others.
- Passives (those who answer 7-8) satisfied but are vulnerable to competitive offerings.
- Detractors (those who answer 0-6) are unhappy customers.
Count the number in each group then calculate the percent using the equation:
(number in group / total number of responses) * 100
- Total number of responses: 123
- Promoters (answered 9-10): 45
- Passives (answered 7-8): 38
- Detractors (answered 0-6): 17
Replacing the parts of the equation for each category:
(45 / 123) * 100 = 37% Promoters
(17 / 123) * 100 = 14% Detractors
Subtract the percent number of Detractors from the percent number of Promoters to see the Net Promoter Score.
37 - 14 = 23 NPS
Use the NPS as a baseline evaluation to improve the organization’s customer experience. Send out the service quarterly to make sure satisfaction continues to rise.
Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.