Complete Net Promoter Score (NPS) Survey: Questions, Formula, Calculation and Example

Do what you do so well, that people can't resist telling others about you.
Walt Disney

What is Net Promoter Score (NPS) Survey?

Net Promoter Score (NPS) Survey is a single question that is sent to customers to get a concise understanding of their satisfaction level with your brand or organization. It is a mathematical classification and measurement of customer satisfaction and brand loyalty loyalty using the Net Promoter Score question. Response to this question is measured on a scale of 0-10 and provides a simplified, yet highly effective vision of an organization's brand popularity and identifying potential brand promoters or detractors among existing customers.

The psychology behind Net Promoter Score can be best explained with social media trends. For example, have you ever watched a YouTube video that impressed you so much that you just had to share it with your friends? Most likely you have and what you felt while watching video was a good experience which psychologically encouraged you towards sharing it with friends and loved ones so they can enjoy and benefit from it. In other words, you are now "promoting" that video because of the service it provided.

In the above example, to the creator of the YouTube video - you became a brand "promoter", simply based on your experience.

Now instead, elevate this experience to a business organization. Businesses would like to know (and should know), as to how good or bad was the experience of a customer using their product or service, such that they would: Promote your brand, stay Passive, or even Detract from your brand.

This critical measurement is what makes Net Promoter Score (NPS) Survey questions so important to customer service, customer satisfaction measurement, customer loyalty and brand recommendations.

Net Promoter Score is part of quantitative market research and is one of the most important customer satisfaction survey questions.

Net Promoter Score (NPS) Survey Question

Net Promoter Score (NPS) Question

The Net Promoter Score (NPS) Survey Question is an industry tested standard question which asks the user of a product/service the following:

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 from 0-10. Respondents are then measured based on 3 response categories where the score of Promoters is considered a good Net Promoter Score (9-10):

Respondents who gave a score of 9 or 10
Respondents who gave a score of 7 or 8
Respondents who gave a score from 0 to 6

The Net Promoter Score Question is simple to implement and responses collected to this one question could be critical to your organization’s growth strategy. This is especially the case when you are considering the future of your product/service and how it can grow “organically” through word-of-mouth of customers.

In terms of financial decisions, responses to the Net Promoter Score Question can offer unique forecast into how much you may have to allocate towards paid outreach and advertisements based on the current state of organic growth.

Read more about: What is a good Net Promoter Score?

Net Promoter Score Calculation with Formula

Net Promoter Score Calculation is done using the Net Promoter Score Formula that calculates the overall Net Promoter Score by subtracting the percentage of Detractors from the percentage of Promoters.

Net Promoter Score Calculation with Formula
Total responses - (Detractors + Passive)Total responses
Total responses - (Promoters + Passive)Total responses
Total responses - (Promoters + Detractors)Total responses

As explained, Net Promoter Score calculation and formula is based on Promoters and Detractors calculation. NPS calculation for detractors is done with the formula as a percentage of respondents who gave 0 to 6 rating. Similarly, NPS calculation for promoters is done with the formula as a percentage of respondents who gave 9 and 10 ratings.

Learn more : Net Promoter Score Calculation

Net Promoter Score Example

Let's use a quick example to explain Net Promoter Score calculation using the formula!
Let's consider a scenario where a business which wants to calculate Net Promoter Score for product X amongst its 50 consumers.

Now let's say after the responses are collected, 25 of the respondents are Promoters, 15 are passive and 10 are detractors.

So based on the Net Promoter Score formula:

Promoters =
50 - (15 + 10)50
* 100 = 50%
Passive =
50 - (25 + 10)50
* 100 = 30%
Detractors =
50 - (25 + 15)50
* 100 = 20%

Net Promoter Score (NPS) Survey

While calculating Net Promoter Score manually is an option, the question arises – How do you calculate Net Promoter Score (NPS) Survey responses from a large sample of respondents / customers?

This is where QuestionPro and its advanced Net Promoter Score (NPS) survey measurement platform automates entire Net Promoter Score calculation. QuestionPro's offers a scientific and visually optimized way to measure and analyse NPS data for unlimited number of respondents!

You may also like : 50+ Customer Survey Questions Templates

Net Promoter Score (NPS) Survey using QuestionPro

As we discussed above, it can be time, resource and cost consuming to calculate the Net Promoter Score survey data manually for your respondents. The same applies to response collection mechanisms as well. Thankfully, one of the easiest, fully automated and insightful ways to collect and analyse Net Promoter Score survey results is through QuestionPro Net Promoter Score (NPS) Survey measurement platform.

View Net Promoter Score (NPS) Survey Template

QuestionPro allows you to create, send and analyse your NPS survey in a matter of minutes.

Here are some simple steps to launch your NPS survey using QuestionPro :

  1. Login to QuestionPro and create business data by including the main segment and child as per your requirement.

    Create Business Segment

  2. Go to Advanced Question types and add NPS Survey question from 40 already existing survey question types.

    NPS Survey question

  3. Before clicking on Send, you can customise the NPS Survey by adding logo, colour themes and several other branding and personalization options.
  4. You can add contacts either manually or import them in an excel file.
  5. Customize your email template before sending if you may please.

                                        your email template

As your NPS survey respondents begin to submit their responses, the QuestionPro CX Dashboard updates your analysis reports, charts and trends in real-time!

Net Promoter Score (NPS) Survey Meter

The QuestionPro Net Promoter Score (NPS) Meter provides a real-time and aggregate NPS value based on your survey response. Typically measured between -100 to +100, it provides a wide range for accurate NPS measurement.

NPS Meter

Net Promoter Score (NPS) Survey Dashboard and Comparative NPS Survey Analysis

One of the key aspects of NPS measurement is to check how it is varying over time. This requires graphical analysis of the data collected using NPS survey, with time as a variable.

The QuestionPro NPS Survey Dashboard is the most advanced analytics platform for NPS measurement. It provides real-time and detailed NPS Value charts and graphs as they vary over time. It

NPS Dashboard

It also shows comparative NPS scoring and benchmarking based on geographical regions, products and services.

Heatmap will give you system generated comparative NPS scores of various touch points under consideration.

Heatmap Analysis

The Priority Matrix for Net Promoter Score (NPS) Survey Analysis will give you features that should be on your priority list to make improvements on the NPS Driver score scale. High Driver score and Low NPS score represents, high priority action items and High Driver score and High NPS score indicates that the touchpoint is stable and driving the business smoothly.

The Priority Matrix for Net Promoter Score

NPS Survey - Promoter Amplification

QuestionPro NPS Survey Promoter Amplification is an automated mechanism in-built within the QuestionPro platform used for NPS surveys. On the basis of the response if a respondent is identified as a "Promoter", then a new link prompts them to share their feedback on social media channels.

Promoter Amplification Mobile

NPS Survey - Detractor Recovery

QuestionPro NPS Survey Detractor Recovery is a comprehensive mechanism in our NPS survey platform that allows companies to automatically receive negative feedback and take automated actions. This can be configured and customized as per choice such as instant emails to detracting customers and automated ticket raising that alert their customer care team in real-time such that they can quickly connect with the customer to identify and resolve pain points.