Net Promoter® Score (NPS)

In this article
Overview
Creating an NPS Survey
Sending Your NPS Survey
Analyzing Your NPS Results

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.

Overview

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:

Group	Score	Description
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.

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 and Editing NPS Questions
To add or edit an NPS question:
1. Go to the Design Survey section of the survey.
2. From from the Build 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.

Category	Templates
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.

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

Customizing NPS Charts

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.

Chart Types

Chart Type	Description
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.

Display Options

Display Option	Description
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

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.

Benchmarks
Filter Rules
Data Trends

Best Worst Scale Question

Using a Survey for an Election or Poll

Troubleshooting Skip Logic Issues

ARTICLE

Net Promoter® Score (NPS)

Overview

Creating an NPS Survey

Sending Your NPS Survey

Analyzing Your NPS Results

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