The Net Promoter Score (NPS) is the proven metric that helps you to determine the loyalty of a firm's customer relationships. It ranges from -100 to 100 and measures the willingness of customers to recommend a company, it's products or services to others. Thus, the Net Promoter Score Survey enables you to benchmark the satisfaction level of your customers and predict their purchase and referral behavior.
With Zonka Feedback, you can simply use a Net Promoter Score Survey templates to conduct an NPS survey. This can be a simple Net Promoter Score Survey with the NPS question or NPS Survey with follow up questions like comments and reason for the score where customers can fill out free-text. Based on the results we calculate the Net Promoter Score.
Net Promoter Score Scale
The Net Promoter Score comes from the simple NPS question -"How likely would you be to recommend our products/services to a friend?" Customers range their willingness of recommendation on the scale of 0-10. Based on their responses, customers will be segregated into three categories.
- Promoters - 9-10 Score
- Detractors - 0-6 Score
- Passives - 7-8 Score
Classification of Respondents
- Promoters: They are those customers who range their willingness of recommendation to 9 or 10 and very satisfied with the kind of customer experience you are offering them. They are the repeat buyers, who recommend you as a brand and your product/service to other potential buyers.
- Detractors: They are those customers who range their willingness of recommendation from 0 to 6 and considered to be very unsatisfied. They are less likely to remain for long and denied to recommend you as a brand and your product/service to other potential buyers.
- Passives: They are those customers whose behavior falls between promoters and detractors. They range their willingness of recommendation to 7 or 8 and moderately satisfied with the kind of customer experience you are offering them. These kinds of customers never spread any negative word-of-mouth, but are not enthusiastic enough to promote your product/service.
Net Promoter Score Formula
To calculate the Net Promoter Score, we use a simple NPS formula where we subtract the total percentage of Detractors from the percentage of Promoters to determine your overall Net Promoter Score. This number can range from -100 to 100.
How to Calculate Net Promoter Score in Excel
Say, you've sent NPS Survey with the NPS questions and you've received 200 responses from your customers. To calculate Net Promoter Score in Excel follow the below steps:
Step 1 - Enter all of the survey responses into an Excel spreadsheet.
Step 2 - Based on their scale of willingness, segregate the responses into three categories. Promoters (9-10), Detractors (0-6), and Passives(7-8).
Step 3 - Now add up the total responses from each group and get the percentage by dividing total number of group from total number of survey responses.
Step 4 - Now, get your NPS score by subtracting the percentage total of Detractors from the percentage total of Promoters.
For Instance: Say if you received 200 responses to your NPS survey:
- 20 responses were in the 0–6 range (Detractors)
- 140 responses were in the 9–10 range (Promoters)
- 40 responses were in the 7–8 range (Passives)
When you calculate the percentages for each group, you get 10%, 70%, and 20% respectively.
Net Promoter Score = % of Promoters - % of Detractors
NPS = 70% - 10% = 60
So, Your Net Promoter Score is 60
Note - Net Promoter Score is always shown as just an integer and not a percentage.
The Net Promoter Score gives you not only a number, but an opportunity to improve your business along with the customer experience. Thus, Net Promoter Score provides you with the privilege to focus on the ‘Why’ behind the ‘What’ for both promoters and detractors to augment the health of your customer experience. You can also create your customized Net Promoter Score report for different team members and share them to inspire action.
Ready to get started? We’ve got FREE Net Promoter Score Calculator (in excel) for you.