What is Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a score that evaluates customer 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

How to calculate your NPS score

NPS = % Promoters   % Detractor 

ie. 100 response survey, 40 Promoters, 40 Passives, 20 Detractors. 40% Promoters — 20% Detractors = 20 NPS

What does the final score mean?

A score of -100 = Everyone hates your product and brand (Everyone is a Detractor)

A score of 100 = Everyone loves your product and brand (Everyone is a Promoter)

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?". This helps you better understand what is making responses want to recommend you, and what isn't, and from those learning prioritizing what issues need addressing, and what successes should be maintained

Thematic lets you process a large amount of the text responses efficiently and accurately. Our analytic tools can then show which of those themes is affecting your NPS and by how much. As well as additional information about trends over time and segment-specific insights.