How to calculate the Net Promoter Score
For a traditional Net Promoter Score survey, respondents are asked a single question with an 11-point scale: “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Responses are then split into three distinct groups:
Promoters with a score of 9 or 10. They love your brand and will be repeat buyers. They will go out of their way to promote a company, brand, product or service to potential buyers.
Passives with a score of 7 or 8. These peoples tend to be indifferent with a company, brand, product or service. They may be satisfied but are not actively promoting or speaking negatively about the product or service unless actively prompted. They could easily switch to a competitor if given incentive.
Detractors with a score of 6 or less. These people are unhappy or unimpressed and aren not likely to purchase the product or use the service again. There is a real possibility that these respondents will tarnish the business, service or product through negative word of mouth.
The NPS is calculated using the following equation:
NPS = (% of Promoters) – (% of Detractors)
The result will range anywhere from +100 (for all respondents being promoters) to -100 (for all respondents being detractors). For example, let’s say there are 10 respondents. 3 respondents are detractors, 2 are passives and 5 are promoters. The resulting NPS would be +20. I.e. 50% promoters less 30% detractors = +20.