Improve Your Brand: Know Your Net Promoter Score

Understanding what your customers are saying about you – the good and the bad – is important to any company. One of the easiest ways to gain this insight at a quick glance is to use the Net Promoter Score.

What is a Net Promoter Score?

The Net Promoter Score was created by Fred Reichheld, Bain & Company, and Satmetrix and is all based off of one question you ask your current customers: “How likely are you to recommend this product or service to a friend?”

You then give them an 11 point scale to answer the question. Anyone that gives you a 9 or 10 is a Promoter (very likely to recommend you), anyone that gives you a 7 or 8 is a Passive (probably not going to talk about you either way – good or bad), and anyone that gives you a 6 or below is known as a Detractor (likely to say none favorable things about you).

Then to calculate the actual Net Promoter Score, you subtract the percentage of Detractors from the percentage of Promoters. Generally any total percentage higher than 75% is amazing. And knowing your percentage is an easy way to understand how you stand in your customers’ eyes.

Easily Find Your Net Promoter Score with SurveyGizmo

It’s actually extremely easy to find your Net Promoter Score using SurveyGizmo. Just follow these 8 easy steps and you’ll be on your way!

Step 1: Create your survey with your NPS question: “How likely are you to recommend this product or service to a friend?” and make the answer options 0 – 10 with 10 being Very Likely to Recommend and 0 being Will not Recommend.

Step 2: Send out the survey to your customers after every interaction with them.

Step 3: After collecting responses, head over to the Report tab and create a Summary Report for the NPS question.

Step 4: Click the Edit tab within the report and select the pencil icon for the NPS question.

Step 5: Uncheck the “Show public value when displaying report” options (so you can see the Reporting values in the Report).

Step 6: Click the Filter tab and Add a filter to your report with the NPS question selected with the “is in list” option as the filter.

Step 7: Check off all the reporting values except 7 and 8 (you don’t need to count the Passives!)

Step 8: Run the report, Subtract the 6-0 percentages from the 9 & 10’s (you be able to see the percentages) and find your Net Promoter Score!

It’s just that simple to keep your fingers on the pulse of what your customers think about your company and brand. Below, you’ll find an example Net Promoter Score report.

Advanced User TipWant to be notified every time a customer gives you a 6 or less to follow-up with them? Just add a “Send Email” action to the Thank You Page of your survey and select the Send When option at the bottom. Select the Net Promoter Score question and the “is in list” option. Then check off all of the answer options that are 6 or below.

Now, whenever someone selects a 6 or lower, you’ll or your support team will get notified and you can follow-up with them!

How to Score Big with NPS (eBook)

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Join the Conversation
  • Hi Brittany
    Glad to see a survey company can now provide this, just a quick note though, it is an 11 point scale including the ‘0’ and not a 10 point scale as you mention at the beginning.
    Is it possible to apply segmentation criteria to the data beforehand to give KPI’s?
    Kind Regards

  • Hi Justin,
    Good catch! All fixed now 🙂 And as for segmentation criteria, you could ask for that information from your survey takers in prior questions. Then you could add another filter to your report that says you only want to see the data from “Males, age 18-24”. And then you could find the NPS from that. With the report filters, you can get very granular with your data.
    I hope that helps!

  • Hi Brittany,
    glad to see your How to Article on NPS; It’s a comprehensive metric.
    Is it possible to compute the NPS automatically and have it exported into a sort of dashboard? We want to track NPS on a monthly basis and an automatic tool will be very helpful.

    Also, is there a way to set up new variables computed on previous responses? An example would be: we’d like to compute for each respondent an overall satisfaction index, which will be computed based on each of product, tech support, service satisfaction ratings. is it possible or we have to export the data ad handle this in other data processing software?

    Best Regards

    • Hi Natalia,
      Unfortunately, right now, we don’t have the ability to automatically do this. Hopefully, if there are more people that want to use the metric, we’ll be able to build something like that in the future.
      As for your second question, have you thought to use the quiz score action for that? You could give each answer for each section a specific score and at the end give them an overall score. I think that’s your best bet. If you need help setting it up, feel free to ask our stellar support team by clicking on the Support/Help link when you’re logged into your account.

  • Hi Brittany,

    Many thanks for your super-quick replay. 🙂
    We’ll try to use the quiz score as you suggested. Really appreciate your helpful advice.

    Also, I’m looking forward to see in place an automatic tool for computing new vars. and export them.

    Many thanks,

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  • Hi can you tell me which pricing package I’d need to run NPS properly please?

    • Hi Richard,

      The only advanced features required are report filtering. At the personal level you can do one basic filter per report so you would be able to use NPS at the personal level. However if you wanted to filter the report any further, for example to only examine women, or people over 30, you would need to upgrade further to the professional level. Thanks for reading 🙂

  • I see that there’s a specific paid-for Net Promoter Score question available in the SurveyGizmo marketplace. In what way does the differ from the approach described here, please?

  • I see that there’s a specific paid-for Net Promoter Score question available in the SurveyGizmo marketplace. In what way does the differ from the approach described here, please?

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    • Sandy McKee

      Thanks for the feedback- we are glad to hear it!