How to Calculate Net Promoter Score

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Satisfied customers can be your best form of marketing.
Satisfied customers can be your best form of marketing. (Image: Jupiterimages/Creatas/Getty Images)

Satisfying your customers is the key to running a successful business since a satisfied customer is more likely to recommend your company to friends or family members. Satmetrix Systems Inc. developed a method of gauging customers' levels of satisfaction by assigning a Net Promoter Score. Calculating this score gives you an objective measure of your company's performance in terms of customer satisfaction and paints a clear picture of your customers' perception of your product or service.

Provide your customers with a short survey following the completion of a transaction. The survey should ask the customer to rate, on a scale of 0 to 10, the likelihood that he will recommend your business or service to others. To increase response rates, consider offering customers the chance to win a gift certificate or other item in exchange for completing the survey.

Determine the percentage of customers who are "promoters," or those most likely to recommend your company, by dividing the number of promoters by the total number of people who responded to the survey. Customers who answered 9 or 10 on the survey are promoters. If 15 people responded with a 9 or a 10 out of 30 people surveyed, your percentage of promoters is 50 percent.

Calculate the percentage of customers who are "detractors," or those least likely to recommend your company, by dividing the number of detractors by the total number of people who responded. Customers who answered 0 through 6 are classified as detractors. If there are six detractors out of 30 people surveyed, the percentage of detractors is 20 percent.

Subtract the percentage of detractors from the percentage of promoters to determine your Net Promoter Score. In the example, with 50 percent of your customers as promoters and 20 percent as detractors, your Net Promoter Score is 30 percent.

Tips & Warnings

  • "Passives" are the people who score your company a 7 or an 8. They are generally satisfied but not impressed enough to tell their friends.

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