Net Promoter Score® (NPS®) Survey

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Online NPS surveys

Whether you have patients, employees, or event attendees your Net Promoter Score gives you a quick way to get feedback by asking the ultimate question: “How likely is it that you would recommend this company to a friend or colleague?” If you’ve seen this question before, you’re already familiar with the easiest and fastest way to measure customer loyalty to your company, product, service, or brand.

Net Promoter Score Template graphic

This Net Promoter Score questionnaire gets you the data you need to quickly understand what customers feel about your organisation—and to react to any negative feedback. An NPS score also makes it easy to set both internal performance benchmarks, as well as external benchmarks to compare against competitors in your industry.

Use the Net Promoter Score Survey Template →

SurveyMonkey and NPS

Now you can create your Net Promoter survey, calculate your score, and get context for your results—all in one place. How? SurveyMonkey calculates your Net Promoter Score for you! When you get results from your Net Promoter survey, go to the Analyse section, and you’ll see a gauge that shows your overall Net Promoter Score. You’ll also find a data table with the number (and percentage) of Detractors, Passives, and Promoters among your respondents who are recommending you—and those who aren’t—so you can get the detail around how your NPS was calculated.

Net Promoter Score definition

What is the Net Promoter Score? The Net Promoter Score definition and formula is based on the following idea:

NPS is a highly regarded loyalty metric that people at companies like yours use to collect the customer feedback they need to inform their business strategy. It’s seen by many as a better indicator of customer loyalty than traditional customer satisfaction surveys.

The Net Promoter Score question

The Net Promoter Score methodology is based on asking customers a single question that predicts the likelihood of both repurchase and referral: “How likely is it that you would recommend this company to a friend or colleague?” Customers rate their answers on a scale from 0 to 10.

The answers customers provide are classified as follows:

  • 0–6 = Detractors—unhappy customers who can hurt your brand through negative word-of-mouth
  • 7–8 = Passives—satisfied but indifferent customers who could be swayed by the competition
  • 9–10 = Promoters—loyal customers who will keep buying and referring others

How to get your Net Promoter score

Sending NPS surveys to your customers can be really easy if you make a habit of it. Choose important touchpoints (such as when you complete a sale) or send surveys by email on an ongoing basis. You can even automate your NPS surveys. See how we can help.

Why use NPS?

When you ask customers the Net Promoter Score question, you’re essentially asking them whether or not they’re taking the time to say positive things about your company or brand. Because when it comes right down to it, word of mouth is everything—especially today, as opinions spread faster via social channels and online forums and reviews.

Finding out your Net Promoter Score is the easiest way to see how your company is doing in the eyes of your customers. Historically, the positive NPS scores have showed strong correlations to profitable growth. Companies and organisations ranging from small start-ups to some of the world’s largest corporations also use the NPS to assess customer satisfaction and track performance because it’s:

  • Simple and quick. One question is all it takes to determine your Net Promoter Score—and it’s easy to calculate. With our Net Promoter Score template, you can set up and send your survey in minutes.
  • Quantifiable. Management can see how well your company is performing with one simple metric. The NPS introduces common terminologies that are easy to understand by everyone.
  • Standardised. Widely known as the standard for measuring and improving customer loyalty, the NPS is trusted by brands like American Express, Apple, GE, JetBlue, and Kaiser Permanente.
  • Benchmarkable. One of the most valuable benefits is the ability to see how your organisation stacks up against the competition. Because hundreds of companies using NPS, you have a yardstick to measure and track your performance internally and against external NPS benchmarks.

Ways to use NPS

Although NPS pros has its pros and cons,obtaining your NPS helps you understand how you stack up against the competition – and find out what the big brands in your industry are scoring.

While you’re continuously monitoring your customer loyalty ratings with NPS to make internal changes to your organisation, you can also get external NPS benchmarks to understand if your Net Promoter Score is good or bad.

For example: If your Net Promoter Score is 36, what does that really mean? A score of 36 may not seem great to you. But an NPS of 36 could actually be a strong score when compared with the average Net Promoter Score for organisations in your industry.

With SurveyMonkey Benchmarks, you obtain context for your Net Promoter Score. Hundreds of companies use our NPS template to measure customer loyalty and improve business outcomes. Our data is diverse, covering everything from small organisations to large corporations and a broad range of industries.

Net Promoter Score Calculation

Here are 5 simple steps to calculate your Net Promoter Score:

  1. Send the Net Promoter Score Questionnaire to your target demographic.
  2. Download your survey responses into an Excel spreadsheet.
  3. Within your spreadsheet, identify your respondents as Detractors, Passives and Promoters by adding up the total responses from each classification.
  4. Generate the percentage total of each group by taking the group total and dividing it by the total survey responses.
  5. Subtract the percentage total of Detractors from the percentage total of Promoters and this is your NPS.

If it makes it easier, the equation for calculating a Net Promoter Score looks like this:

(Number of Promoters — Number of Detractors)
(Number of Respondents)

 

X 100

 

Example: If you received 100 responses to your survey:

10 responses were in the 0–6 range (Detractors)
20 responses were in the 7–8 range (Passives)
70 responses were in the 9–10 range (Promoters)

Calculating the percentages for each group gives you 10%, 20%, and 70% respectively.

Subtract 10% (Detractors) from 70% (Promoters), which equals 60%. Since a Net Promoter Score is always shown as just an integer and not a percentage, your NPS is simply 60.

The history of NPS

Pioneered by Fred Reichheld, author of The Ultimate Question, the NPS is a customer loyalty metric that predicts the likelihood of a customer repurchasing from you or referring your company to a friend. Introduced in 2003, Net Promoter Scores can range from as low as –100 (when every customer is a Detractor) to as high as 100 (when every customer is a Promoter).

Market research and NPS

Are you looking for the right people to take your NPS survey? Do you want to run an NPS survey about your competitors? Then we can help. Learn more about SurveyMonkey Audience.

NPS®, Net Promoter® and Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

Net Promoter Score Templates

Net Promoter Score Survey Template

Try “The Ultimate Question” to get quick feedback from your customers.

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NPS and Brand Loyalty Template

Get your Net Promoter Score, and ask more detailed questions about what your customers think about you.

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Customer Satisfaction Template

Want comprehensive feedback? Ask about different parts of the customer experience and get your NPS.

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3 quick tips to improve survey response rates

Here are some ideas to ensure that respondents will answer your surveys.

1. Be quick

If your survey is short and sweet, there's a greater chance that more respondents will complete it.

2. Offer incentives

Little incentives like small discount or an entry into a drawing can help ensure respondents complete your survey.

3. Buy a targeted audience

With SurveyMonkey Audience, you can purchase access to an audience who meets specific demographic criteria for your survey. It's a great way to get targeted responses from a specific group.

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