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.
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:
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:
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.
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
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:
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:
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