What is Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a score that evaluates customers loyalty and brand appreciation. 

NPS data is collected by asking your customers to rank your product and brand from 0-10 in response to the question, "How likely are you to recommend us to a friend or colleague?".

What does each score translate into?

  • 9-10 represents a promoter who will positively impact your product and brands growth
  • 7-8 represents a passive customer who is satisfied but unenthusiastic
  • 0-6 represents a detractor who can damage your product and brands reputation

Calculating your NPS score

NPS = % Promoters  % Detractor 

ie. 40% Promoters — 20% Detractors = 20 NPS

A score of -100 = Everyone hates your product and brand

A score of 100 = Everyone loves your product and brand

A high NPS means that a majority of your customers would recommend you. A low NPS score means a majority of your customers would not.

Net Promoter Score can be a valuable way to evaluate your current customer base, but just collecting NPS scores leads to a lack of deeper customer understanding. That is why NPS score is frequently asked with the follow-up question "why did you give us this score?".

Analyzing the text responses can give more insights into what's important to customers and help create actionable insights that help companies improve their NPS score and customer satisfaction.

Thematic lets you process the text responses and filter them by promoter, passive and detractor so you can see 


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