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# Net Promoter Score

### What is the Net Promoter Score formula and how does it work?

Think of one of your favorite personal brands. With the brand in mind, answer this question:
‘On a scale of 0-to-10, how likely is it that you would recommend this brand to a friend or colleague?’
As a customer, this question forces you to place a value on your experience with the service and asks you to stand by it. Your colleagues and friends are people who trust you for your good sense of quality, and if they have a terrible experience after following your recommendation, their opinion of you will also be marred by the negative association.

### The NPS Process

The scale is rated from 0 (not at all likely) to 10 (extremely likely). Depending on the responses, customers fall into one of 3 categories:
Promoters are customers who respond with a score of 9 or 10,, and are your most loyal and enthusiastic customers.
Passives are customers who respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters.
Detractors respond with a score of 0 to 6, and are unlikely to use your service again, and may even discourage others.

### Net Promoter Score calculation

Subtracting the percentage of detractors from percentage of promoters. (The percentage of passives is not used in the formula.)

### The NPS Calculation

Total % of promoters – total % of detractors = net promoter score

### What is a good NPS survey?

> 0 is "good". It means that your audience is more loyal than not.
> 20 is considered "favorable"
> 50 is excellent, and
> 80 is world class.
For example, if 10% of respondents are detractors, 20% are passives and 70% are promoters, your NPS score would be 70-10 = 60. Your NPS could range from -1 to 100. The ideal score would be 100, based on 100% of customers being promoters.

### NPS Survey Best Practices

Send the survey within 7 days of the service. The service provided will be fresh in the customer’s memory to form a substantive opinion.
Measure NPS regularly, every 3, 6, or 12 months, to track changes in customer sentiment.
An average response rate for NPS surveys is between 30-40%. Measure your response rate and calibrate.

### What are the benefits of NPS?

Track progress of your customers’ experience