What is the net promoter score (NPS)?
Net Promoter Score is a specific customer satisfaction survey that is based on a 0 to 10 scale. Website users rate their satisfaction with the product/service using this scale. The main question of an NPS survey is “On a scale of 0 to 10 what is the likelihood of you recommending our website to a fired or colleague?”. According to their answers, users are then split into one of the three different categories: Detractors, Passives or Promoters.
Detractors are the ones who give a score of six or less and are less likely to come back for a purchase. Furthermore, they can negatively influence other people. Then there are passives that rate the experience between 7 and 8. These are people who liked your service but not to the extent that they would advocate it. The third set of people are the promoters that rate the experience between 9 and 10. These are the people you’ve hit the right spot with. They will not only come back for purchase but also promote the business in their circle of friends.
Net promoter score calculation example
NPS has a quite simple calculation formula: subtract the percentage of Detractors from the percentage of Promoters. This means the score can vary between -100 and +100. So for example, after an NPS survey, a company would have 20% Detractors, 40% Passives, and 40% Promoters, their NPS score would be 40-20=20.
What is a good net promoter score?
A good NPS score is considered anything that’s over 0. An excellent net promoter score is over 50.
Average Net Promoter Score & benchmarks
Average NPS scores vary greatly from industry to industry. According to a study done in 2013 by Temkin Group over 20 industries, the average net promoter score varies from 31 (tv service providers) to 48 (auto dealers).
NPS follow up question
Ideally, after asking the initial question of the NPS survey, you should also ask a follow-up question. Something similar to “Why did you choose that grade?”. The answer should be in the form of open text in order for the users to describe the reasons behind their choice. This type of question is key to understanding why users choose their grades and can shed light on many aspects that can be improved in order to increase overall customer satisfaction.
How to choose the best NPS software for you
Choosing a good NPS software is very important when running a net promoter score campaign. Depending on the tool you choose, it can make or break your results. Here are some key features you need to pay attention to before choosing your NPS software:
0 to 10 scale – make sure they offer this type of scale, which is considered standard for any NPS test
Different types of triggers – you should be able to trigger the survey in various parts of the user journey (on-exit, on-load, on-click, on-scroll)
Follow-up question – as mentioned above, the followup question is key in understanding your user’s motives. Make user your NPS software offers this feature!
Segmentation – running the NPS survey on various segments of your audience can help you discover conversion patterns that would otherwise go unnoticed
Result interpretation – instant, easy to understand reports that automatically interpret results and calculate the NPS score are very important as well