Net promoter score (NPS) is a standardized measure used to gauge customer satisfaction and loyalty. It starts with one question: how likely is a customer to recommend a business, product, or service? Customers answer on a scale from 0 (“not at all likely”) to 10 (“extremely likely”). section 6.1.2
Responses are grouped before the score is calculated:
- Promoters give a 9 or 10 and are considered likely to continue using and recommending the offering. section 6.1.2
- Passives give a 7 or 8 and are treated as neither actively promoting nor discouraging others. section 6.1.2
- Detractors give a lower score and are considered likely to discourage others. section 6.1.2
Subtract the percentage of detractors from the percentage of promoters to get NPS, a score from −100 to 100. The simple calculation makes it easy to track the score over time and benchmark it against other businesses. The question uses an 11-point, single-response Likert scale and often includes a free-text follow-up asking why the customer chose that rating. section 6.1.2 section 6.2.2
Treat the score as a starting point, not a complete account of customer experience. One recommendation question cannot establish the reasons behind a rating or fully describe satisfaction and loyalty. Read the accompanying written responses to investigate positive and negative aspects of the offering before deciding what to change. section 6.1.2 section 6.2.2
