The Net Promotor Score *

NPS is an optimized customer loyalty metric developed by business strategist Fred Reichheld in 2003 at Harvard. It was soon put into practice by Bain & Company and Satmetrix as a way to increase significance and return rates of customer surveys.

The Net Promoter Score measures the loyalty that exists between a company or employer and their customers or employees. It's basis is the question "How likely is it that you would recommend our company/product/service to a friend or colleague?". This question puts the customer's personal integrity towards the people he or she trusts most on the line. Expressing a high likelyhood of recommendation proves loyalty to the brand or product, while other surveys only measured satisfaction with a specific product or service.

The scoring for the answer is based on a 0 to 10 scale split into the following groups:

  • Promoters (9-10): Loyal enthusiasts
  • Passives (7-8): Undecided
  • Detractors (0-6): Critics

The final score is calculated from the difference between the number of promoters in percent and the number of detractors in percent. On first sight the scale might seem unbalanced, but a person voting 6 obviously does have enough doubts to not count as loyal. Due to the scale being weighted towards exploring critics, a final score above 0 can be considered as good, a score higher than 50 would already be excellent.

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

Online NPS Calculator

Calculate your net promoter score with the following form. Enter the number of votings on the scale of 0 to 10 and see how it affects your final score.

How likely are you to recommend [company/service/product] to a friend or colleague?

Very unlikely
Very likely

The individual votings are grouped into detractors, passives and promoters expressed as a percentage.


Now the NPS formula can be calculated:
(% of Promoters) - (% of Detractors) = NPS

-100 +100
Final Net Promoter Score

Doing all this manually is tedious and does not consider numerous best practices of conducting NPS surveys. Callexa Feedback helps you creating and distributing email surveys optimized for the Net Promoter Score and uses additional follow-up questions and tag ratings to collect valuable feedback. Try it for free and without obligations.

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