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What is a Net Promoter Score NPS survey?

Net Promoter Score (NPS) survey consists of a single question that measures the likelihood of your customers referring your business to their others. It is an indicator of customer experience, customer satisfaction, and brand loyalty. The responses to the NPS survey are used to generate a score ranging from -100 to 100. NPS score is used to classify customers and help businesses improve their experience.

Net Promoter Score NPS survey question

Typical NPS surveys consist of just one question.

Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?

The answer options are arranged horizontally on a scale of 0-10.

Net-Promoter-Score-question

Based on the score, the customers fall into one of the 3 categories.

Net Promoter Score calculation with formula

You can calculate NPS by subtracting the percentage of detractors from the percentage of promoters.

To calculate the number of promoters, subtract the count of passives and detractors from the total respondents.

Explore: What is a good Net Promoter Score?

NPS-formula

Example of a Net Promoter Score question

Consider a coffeehouse that wants to calculate the Net Promoter Score of its store. The results will give them insights into customer experience and how likely their customers are to refer their store to others.

Assuming they asked NPS questions to their 100 customers, 40 rated their products and services 9, 20 rated 10, 20 rated 7, 10 rated 8, and 10 customers rated 6 or below.

So, the categorization of the customers is as below.
Promoters = 40 + 20 (Rating 9 and above)
Passives = 20 + 20 (Rating 7-8)
Detractors = 10 (Rating 6 and below)

The coffeehouse company can use connect with the passives and detractors to learn more about their concerns. They can work on the improvement areas and make sure their customers have a great experience. Customer feedback will help them prioritize resources and gain insights into what matters most to them.

Let's say the passive and detractors customers feel that the store needs to have better lighting and chairs. Thus, these data points are driving the NPS score.

A key driver analysis will help the coffeehouse understand their target audience better and what approach they should take for different segments of customers.

Types of Net Promoter Score questions

Depending on the depth of insights to be collected, NPS questions are categorized into 2 types.

  1. Basic NPS question: Respondents are asked to rate on a scale of 0-10. NPS surveys with this question types consist of one question only.
  2. NPS plus question: NPS plus question type is a combination of NPS, root cause, and comments. It lets respondents share the reasons behind their rating and give detailed feedback via the comments box.

Uses of a Net Promoter Score survey question

In addition to calculating an overall NPS for your organization, you can use an NPS question to get ratings for products or services, website, store, or customer support.

While NPS surveys are typically conducted for customers, you can use the NPS question survey for employees. The resultant score is known as employee NPS (eNPS). eNPS measures the likelihood of your employees referring your workplace to their friends. It is an indicator of employee health and feedback on the overall work environment.

Advantages of NPS survey question

Net Promoter Score (NPS) survey dashboard and comparative NPS survey analysis

One of the critical goals of NPS measurement is to measure how it varies over time. It requires a graphical analysis of the data collected using the NPS survey, with time as a variable.

QuestionPro NPS survey dashboard offers detailed NPS Value charts and graphs. It also shows comparative NPS scores and benchmarks based on geographical regions, products, and services.

NPS Dashboard Net Promoter Score (NPS) Survey Meter

QuestionPro Net Promoter Score (NPS) Meter offers a visual representation of the number of promoters, passives, and detractors in real-time. You can also export results in .xls format, apply data filters, and share the NPS report.

Net-Promoter-Score-survey-meter

Heatmap will give you a system generated comparative NPS scores of various touchpoints under consideration.

Heatmap

Priority Matrix for Net Promoter Score (NPS) survey will give you insights on the NPS Driver score. High Driver score and Low NPS score represent high priority action items. High Driver score and High NPS score indicate that the touchpoint is stable and driving the business smoothly.

Priority Matrix for NPS survey question Detractor-recovery using NPS survey question

How to use a Net Promoter Score (NPS) question in your surveys?

Learn how to set up and use this feature with our help file on Net Promoter Score question type.

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