What is Net Promoter Score® (NPS®)?

Net Promoter Score (or Net Promoter System) is a simple and proven methodology for understanding customer happiness through first-hand feedback.

Step one

Ask the question

NPS is comprised of a carefully crafted single question survey. Customers answer this question in two parts. The first part is a 0–10 numerical rating. This provides a standardized quantitative benchmark that can be tracked over time.

Step two

Open-ended feedback

The second part is a free-form follow-up question. This is where the real power of NPS reveals itself. It allows the customer to provide context for their rating in their own words, free from any bias that targetted survey questions might impart.

Step three

Group the responses

Customers are segmented into three groups according to their numerical response to the 0-10 rating question. But what do the different groupings actually mean?

Promoter

Score of 9 or 10

“I really love your product. It’s exactly what I have been looking for!”

Promoters

A promoter will go out of their way to recommend your product or service, often unprompted. They are willing to put their personal reputation on the line for it.

Passive

Score of 7 or 8

“It’s pretty good. I had a few issues here and there, but it got the job done.”

Passives

A passive probably liked your product or service, but it wasn’t a slam dunk. They may mention it in the right context, but they are unlikely to personally vouch for it.

Detractor

Score of 6 or below

“I wasn’t able to get it to work. I tried for hours. This is so frustrating!”

Detractors

A detractor will proactively take any opportunity to dissuade people from using your product or service. They often speak louder than promoters.

Step four

Calculate your NPS

NPS provides a score, ranging from −100 to 100, that serves as a report card, grading your overall customer experience.

71% are promoters
14% are detractors

The NPS formula

Your NPS numerical score is the percentage of promoters minus the percentage of detractors.

71 − 14 = 57

If you already have responses from a previous NPS survey, you can calculate your NPS with our interactive NPS calculator.

Track your NPS over time

Your numerical NPS allows you to quantify how changes you make to your product affect the customer experience over time.

Unexpected shipping delays

Improved response time

48
45
50
47
53

Listening to your customers

While the score itself gives you a really easy way to know where you stand with your customers at a glance, the true value of NPS comes from the customer feedback.

Their feedback, not yours

Traditional surveys bias customer feedback to what the company wants to hear, not what the customer wants to say. If you’re asking the wrong questions, you’ll never get the right answers. NPS passes the mircophone to the customer.

“I am sooo glad I found you guys. I have been searching for the perfect gift for my 90 year old grandmother and this is PERFECT! This will mean so much to her. It’s like you read my mind!”

In their own words

Language is rich with “between the lines” messaging. Emotion and nuance is lost when customers are forced to choose from a selection of pre-defined answers that sterlize feedback. NPS lets customers use their own voice.

“You have some REALLY cool hidden gems, but I have a really hard time finding them. I know they are there, but after an 12-hour workday, I just don’t have the patience to go searching.”

Continuous improvement

When NPS is fully integrated into your organization, it creates a perpetual cycle of product improvement. As trends emerge, your teams can address them quickly, and immediately measure the impact they have had, in very human terms.

“I was dissappointed to find that your packaging was not compostable or biodegradble. What a shame! It’s 2015! I can’t recommend any service that does not respect the environment.”

Why choose NPS?

NPS is a clear way to align organizations around customer experience. It’s easy to understand, and its format is very human. It keeps the focus on the customer.

Works for organizations of all shapes and sizes

Regardless of your size or industry, NPS is a great way to understand your customers. Connect with shoppers after their order arrives. Identify why customers choose your software over competitors. Get feedback from guests of your hotel after their stay.

Tap into the feedback you’ve been missing

For most companies, feedback arrives via the relatively small percentage of people who contact customer support for specific issues. Everyone has a story, and the vast majority of stories go untold. NPS surfaces feedback from people who you would have not otherwise heard from.

Many of the most adored companies rely on NPS to ensure a top-quality customer experience.

Interested in getting started with NPS?

Sign up for Delighted – the easiest way to track customer happiness with NPS.