Net Promoter Score (NPS)
Net Promoter Score (NPS) explained
Ratings of nine or ten are promoters, seven or eight are passives, and zero to six are detractors. Percentages use all valid responses to the NPS question. Passives therefore remain in the population, although their percentage does not appear directly in the subtraction.
The figure expresses a stated intention in a particular survey. It measures neither actual referrals nor automatically loyalty, revenue growth or the quality of every individual experience. An additional open question about the reason can help identify specific problems and helpful aspects.
Document who was asked, when, through which channel and how many responded. A survey immediately after a contact needs a different interpretation from a general relationship survey. Changes in selection, a small response base or a different channel can affect comparisons.
Use feedback to initiate a traceable improvement. A clearer service explanation or a resolved product problem is a concrete task; merely steering the next rating upwards does not improve quality. Connect NPS with relevant observations and actual experiences without prematurely inferring a cause.
Examples
Hypothetical application
Of 100 valid responses, 50 rate nine or ten, 30 rate seven or eight, and 20 rate zero to six. NPS is 50 minus 20, or 30 points. The 30 passive responses remain in the denominator. This does not mean that 30 per cent of respondents actually referred someone.
Key Points
- Account correctly for response groups and all valid answers.
- Report NPS in points and with survey context.
- Translate specific feedback into improvements that can be checked.
Practical application
Define the survey purpose, selection and timing. Include an open follow-up question and connect responses to specific improvement tasks. Compare later results using consistent rules and document changes to the survey.
Useful measures
Case count and response
Show how many valid responses came from which invited group.
Comparability
Check the question, selection, timing and collection channel.
Feedback acted on
Document specific problems, responsible people and checked improvements.
Common mistakes
- Removing passive responses from the denominator.
- Reporting NPS points as the proportion of actual referrals.
- Pressuring respondents to give a desired rating.
Sources and context
- Bain & Company: Measuring your Net Promoter Score
Original methodology for response groups and the NPS calculation.
Frequently Asked Questions about Net Promoter Score (NPS)
Subtract the percentage of detractors from the percentage of promoters. Both percentages use all valid responses, including the passive group.
A universal threshold offers little insight. Compare similar surveys with the same question, audience, selection and situation where possible. Case counts and feedback also belong in the assessment.
No. A response about willingness to recommend does not authorise a public quotation or contact with people someone might recommend. Clarify those uses separately.
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