Net Promoter® Score (NPS)

The Net Promoter Score (NPS) question lets you measure customer loyalty with a single question. Your score represents the net percentage of your customers who are promoters of your company or brand.

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The NPS methodology is based on the following question:

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:

Promoters9–10Loyal enthusiasts who will stay with your company and urge their friends and colleagues to do the same.
Passives7–8Satisfied but unenthusiastic customers who can be easily wooed by the competition.
Detractors0–6Unhappy customers who have the potential to damage your brand.

Then, to calculate your score, we subtract the percentage of Detractors from the percentage of Promoters. A positive score indicates that your promoters outweigh your detractors.



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.

Adding & Editing NPS Questions

To add or edit an NPS question:

  1. Go to the Design Survey section of the survey.
  2. From from the BUILDER menu in the left sidebar, click Net Promoter ® Score.
  3. Hover over the question and click Edit.
  4. 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.
  5. Click Save.

Skip Logic

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.

TIP! If you use the Net Promoter ® Score Template, we add skip logic to the template for you.
Using NPS Templates

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 FeedbackNet Promoter® Score Template
Customer Satisfaction Template
Customer Service Template
Software and App Customer Feedback with NPS®
Human ResourcesEmployee Performance Template
EventsGeneral Event Feedback
Professional Event Feedback
Entertainment Event Feedback
EducationUniversity 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.

Start from a template! Many of our expert survey templates include the NPS question. Browse templates »


Sending Your NPS Survey

If you send your survey via Email Invitation, you can embed the NPS question in your email so customers can respond with just one click.

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.

Calculating NPS

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.

Customizing NPS Charts

To edit an NPS chart:

  1. Go to the Analyse Results section of the survey
  2. Click Customize in the upper-right corner of the NPS question.
  3. 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:
  4. In Display Options tab, click the Depth Menu to choose how you want the data displayed.

Chart Types

Chart Type
Gauge ChartThe default chart that displays your NPS on a gauge ranging from -100 to 100.
Horizontal BarThe x-axis ranges from -100 to 100 and your score is charted accordingly.
Vertical BarThe y-axis ranges from -100 to 100 and your score is charted accordingly.
Horizontal or Vertical BarDetractors, Passives, and Promoters are each expressed as a separate bar.
Stacked Horizontal or Vertical BarDetractors, Passives, and Promoters are displayed on a single bar that represents 100% of your respondents.

Display Options

Display Option
ScoreCharts your overall Net Promoter Score only.
DistributionCharts the distribution of the three customer groups: Detractors, Passives, and Promoters.
Detailed DistributionCharts the distribution of each answer choice on the NPS scale of 0-10.

Learn more: Display Options

Editing Restrictions

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.


When you use a certified NPS question, benchmarks may be available in your survey results so you can compare your results to others who used the NPS question in a side-by-side view.

Knowing which quartiles your NPS falls between allows you to better understand where you stand in comparison to the organizations included in the benchmark.

Filter Rules

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.

Data Trends

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

When you use our pre-built NPS template or question type, we'll calculate your score automatically so you can easily see if your Promoters outweigh your Detractors.

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