Net Promoter® Score (NPS)
The Net Promoter Score (NPS) question allows you to evaluate your company's performance. Your NPS represents the net percentage of your customers who are promoters of your company and brand.
How likely is it that you would recommend this company to a friend or colleague?
(Not at all likely) 0 1 2 3 4 5 6 7 8 9 10 (Extremely likely)
Based on their responses, your customers will fall into one of three groups:
|Promoters||9–10||Loyal enthusiasts who will stay with your company and urge their friends and colleagues to do the same.|
|Passives||7–8||Satisfied but unenthusiastic customers who can be easily wooed by the competition.|
|Detractors||0–6||Unhappy customers who have the potential to damage your brand.|
Creating an NPS Survey
When you use our pre-built NPS template or question type, we automatically calculate your score. You can easily add an NPS question into your survey, or you can choose from several survey templates that include an NPS question.
To add or edit an NPS question:
- Go to the Design Survey section of the survey.
- From from the BUILDER menu in the left sidebar, click Net Promoter ® Score.
- Hover over the question and click Edit.
- Click the drop-down menu labeled this company and choose from the options or enter a custom company, brand, product, or service. You can't edit other aspects of the question or answer text, since this would affect the NPS methodology and potentially disqualify the question from benchmarks.
- Click Save.
You can apply Question Skip Logic under the Logic tab when you edit an NPS question. We automatically group the answer choices into Detractors, Passives, and Promoters so you can direct respondents to follow-up questions accordingly.
Below are some of our most popular templates that include an NPS question. To use or preview a template, create a survey in your account and browse the template categories.
|Customer Feedback||• Net Promoter® Score Template|
• Customer Satisfaction Template
• Customer Service Template
• Software and App Customer Feedback with NPS®
|Human Resources||• Employee Performance Template|
|Events||• General Event Feedback|
• Professional Event Feedback
• Entertainment Event Feedback
|Education||• University Instructor Evaluation Template|
• University Faculty Satisfaction Template
Net Promoter Score Template
The Net Promoter Score Template begins with the NPS question and features built-in logic that directs your customers to an open-ended follow-up question based on their rating. The last page of the template includes a series of demographic questions, giving you further insight into who comprises your customer base.
We add skip logic to the template that directs respondents to open-ended questions based on their response. You can view the Question Skip Logic applied on the NPS question by hovering over the question in your design and clicking the Logic button.
Sending Your NPS Survey
You can also send an NPS survey using any of our collector types.
Analyzing Your NPS Results
We automatically calculate your NPS in the Analyze Results section of your survey. Your NPS can range from -100 (all Detractors) to 100 (all Promoters). Any positive number score means that the percentage of customers who are Promoters outweighs the percentage of your customers who are Detractors.
By default, your score will be expressed in an easy-to-use Gauge Chart. Below the chart in the data table, you can see the exact number of Detractors, Passives, and Promoters.
To calculate your NPS, we use the following equation:
(% of customers who are Promoters) - (% of customers who are Detractors)
= Net Promoter Score
Since an NPS must always be a whole number, we round the percentages of Detractors, Passives, and Promoters to the nearest whole number before calculating.
To edit an NPS chart:
- Go to the Analyse Results section of the survey
- Click Customize in the upper-right corner of the NPS question.
- In the Chart Type tab, choose from three Net Promoter Score chart types that display your score only. Or, you can use Distribution charts to display the breakdown of Detractors, Passives, and Promoters:
- In Display Options tab, click the Depth Menu to choose how you want the data displayed.
|Gauge Chart||The default chart that displays your NPS on a gauge ranging from -100 to 100.|
|Horizontal Bar||The x-axis ranges from -100 to 100 and your score is charted accordingly.|
|Vertical Bar||The y-axis ranges from -100 to 100 and your score is charted accordingly.|
|Horizontal or Vertical Bar||Detractors, Passives, and Promoters are each expressed as a separate bar.|
|Stacked Horizontal or Vertical Bar||Detractors, Passives, and Promoters are displayed on a single bar that represents 100% of your respondents.|
|Score||Charts your overall Net Promoter Score only.|
|Distribution||Charts the distribution of the three customer groups: Detractors, Passives, and Promoters.|
|Detailed Distribution||Charts the distribution of each answer choice on the NPS scale of 0-10.|
Learn more: Display Options
You cannot change the chart colors or labels. The colors and labels we use by default represent the three customer groups: Detractors, Passives, and Promoters.
Knowing which quartiles your NPS falls between allows you to better understand where you stand in comparison to the organizations included in the benchmark.
When you create a Filter Rule on an NPS question, we automatically group the answer choices into three groups: Detractors, Passives, and Promoters.
You can click the down arrows to the right of each group to instead focus on the individual answer options 0–10.
You can use Data Trends to see how your Net Promoter Score has changed over time. Under the Data Trends tab, hover over the NPS question chart to see the NPS for any given time period.
NPS®, Net Promoter® & Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld