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Smiling person looking at laptop screen with hands raised, next to smiling emojis

With one simple question, you can better understand how happy your customers are with your products and services. That’s what the Net Promoter Score® (NPS) is all about, it’s a way for businesses to measure customer loyalty and satisfaction. 

What’s your Net Promoter Score? To find out, just  enter the number of times you received each score into the following blank spaces:


Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc

Your score comes from the Net Promoter Score question, which typically takes the following form:

“How likely would you be to recommend (name of organization, service, or product) to a friend or colleague?” 

The question prompt should be followed with a rating scale asking the respondent to select a number from 0 (least likely to recommend) to 10 (most likely to recommend). 

Depending on the number each customer selects, we’d group them into one of three groups: 

  • Promoters are customers who select a 9 or 10 rating. This group represents your most satisfied customers, who are highly likely to recommend your services to others.
  • Passives are customers who select a 7 or 8 rating. This group is relatively satisfied. However, they could choose a competitor based on price, new features, customer service, or other factors. 
  • Detractors select a rating between 0 to 6. They’re your least content customers. They are at risk of leaving and sharing their negative experiences with others.
Two people looking at a laptop together, next to survey question about how likely would you recommend to a friend

The NPS is the world’s leading metric for measuring customer loyalty and satisfaction

Here are three main benefits of using NPS:

  1. Scale: You can easily collect scores at scale. By asking customers the Net Promoter question, you can receive feedback from a large share of your customer base, quickly. 
  1. Scope: You can track the score over time. Is your score going up or down? Understanding its trajectory and what influences it can help your organization focus on the areas that matter most to your customers. 
  1. Focus: It helps you identify and focus on initiatives that drive customer retention and growth. When customers are successful, so are you.

This is only a fraction of the benefits of using the score. To learn more, read our guide on using NPS surveys to create the best customer experience.

Sending out your NPS survey online lets you rapidly get responses and calculate your NPS score. Let’s say you’ve received 100 responses from your customers. We’ll turn this figure into an NPS percentage. You can compare this NPS to other companies, your industry benchmark, or the previous NPS figure you’ve generated.

The NPS system will provide a percentage based on the proportion of respondents that fall into the detractors, promoters, and passives categories. To calculate the percentage, follow these steps:

  1. Collect all survey responses into one centralized loc