What is Net Promoter Score and why should you care about it?

Net Promoter Score Definition

Net Promoter Score is a value between -100 and 100 which is used to measure how willing your customers are to recommend your company’s products or services to others. It is used as a simple indication of your customers overall satisfaction with your company and the customer’s loyalty to your brand.

How is Net Promoter Score Calculated

Customers are asked a single question on an 11 point scale, from 0 - 10, or in some cases on a ten point scale 1 - 10. “On a scale of 0 to 10, how likely are you to recommend our company’s product or service to a friend or colleague?”. Based on the answer to this question customers are then classified into 3 different categories: promoters, passives and detractors.

Promoters (answered 9 or 10)
Promoters are those respondents who gave an answer of either 9 or 10. This corresponds to people who really appreciate your company’s products or services. They would recommend it to others in a heartbeat and will enthusiastically evangelize your products or services to other potential customers.

Passives (answered 7 or 8)
Passives are somewhat satisfied but wouldn’t hesitate to switch to a competitor’s offering given the opportunity. They are unlikely to spread any negative word about your company, but they are also not enthusiastic enough about your products or services to actually promote them to other potential customers.

Detractors (answered 6 or less)
Detractors are not exactly thrilled by your product or service. With all likelihood they would not recommend your product or service to other customers, they may even potentially damage the company’s reputation through negative word of month. Needless to say, you want to minimize the number of respondents in this category at all costs.

Calculating Your Net Promoter Score

The Net Promoter Score (NPS for short) is calculated by subtracting the percentage of customers who fall in the detractors category from the percentage of customers who fall in the promoters category. This results in a score between -100 and 100 which is your Net Promoter Score. If all surveyed respondents would give an answer in the 9-10 range you’d end up with an NPS of 100, which is basically unheard of. On the other end, if all respondents give you a score lower of 6 or lower, your NPS score would be -100.

Is My Net Promoter Score Any Good?

What can be considered a Good NPS is different in different sectors, but as a general simplification anything below 0 is definitely bad. 0 - 30 is OK, and anything over that is pretty good. For example Apple has a recent score of 47. Starbucks is kicking it out of the park with 77. Facebook on the other hand aren’t doing so hot at -21.

Using Aweform to capture your Net Promoter Score

With Aweform you can setup a form to capture your Net Promoter Score in less than a minute. Aweform supports 0-10, 1-10 or 1-5 ranges for capturing and automatically calculating a Net Promoter Score.

You can also leverage Aweforms support for Jumps to conditionally present additional follow up questions for each potential scenario. For respondents in the Detractors segment you probably should ask why they don’t like your product or service. For Passives, maybe you’d want to ask them what you could do to improve their experience further. And for Promoters you might want to follow up to see what exactly it is they love so much.