Promoters, Passives, and Detractors, explained
Net Promoter Score is a metric that is intended to measure a product or service’s customer experience, which is based on the single question: “How likely are you to recommend [Company] to a friend or colleague?”
Note: If the term "colleague" in the question doesn't fit your customer base, you can use "family member" as a substitute.
The NPS question uses a 0-10 scale, where 0 = "Not at all likely" and 10 = "Extremely likely."
- Survey participants who give ratings of 9-10 are known as "Promoters," those who are most likely to recommend your product to others.
- Those who give a rating of 7-8 are known as "Passives." These are customers with positive feelings, but who aren't strong enough advocates to actively recommend your product.
- And those who give a rating of 0-6 are known as "Detractors." These are customers who would not recommend your product and may, in fact, speak negatively about it to others.
The goal is to maximize your Promoters and minimize Detractors. As such, Net Promoter Score is calculated by taking the percentage of survey respondents who give a rating of 9 or 10 and subtracting the percentage who give a rating of 0 - 6. Those who give a rating of 7 or 8 are excluded from the calculation. Your resulting score can range from -100 to 100.