To calculate your Net Promoter Score (NPS), you simply subtract the percentage of detractors from the percentage of promoters among your respondents. Passives (those who score 7 or 8) are not considered in the calculation because their impact is seen as neutral. Here’s how you can calculate it step-by-step:
1. Collect Scores: After conducting the survey, collect all the scores from your respondents.
2. Categorize Respondents: Divide these scores into three categories:
- Promoters (9-10): These customers are highly satisfied and are likely to actively promote your brand to others.
- Passives (7-8): These customers are satisfied but not enthusiastic enough to be promoters. They are unlikely to actively promote your brand, but they typically won’t detract from it either.
- Detractors (0-6): These customers are dissatisfied and may potentially harm your brand through negative word-of-mouth.
3. Calculate the Percentages: Determine what percentage of the total respondents each category represents.
- For example, if you had 100 responses with 70 promoters, 20 passives, and 10 detractors, promoters would represent 70%, passives 20%, and detractors 10%.
4. Subtract the Percentage of Detractors from Promoters: The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.
- Using the above example: 70% (Promoters) - 10% (Detractors) = 60 NPS.
This result, which can range from -100 to +100, gives you a clear indication of customer perception of your brand. A positive score (above 0) is generally good, but scores above 50 are considered excellent.