We recently added two new question types to our web survey software: Matrix Spreadsheet and Net Promoter Score. If you're not familiar with the Net Promoter Score, here's some quick background. Introduced in 2003 in a Harvard Business Review article by Frederick Reichheld, Net Promoter simplifies the complexity of measuring customer satisfaction. The Net Promoter Score gives a stable measurement of performance that can be compared across the organization or industries.
An organization can obtain their Net Promoter Score by asking customers a single question on an 11 point scale (0-10). Questions typically ask how likely the respondent is to recommend a product or service.
Based on the response, respondents fall into one of three categories: Detractors, Promoters or Passives. Detractors answer with a 0-6 rating. Detractors are unhappy customers who could potentially damage your brand through negative word-of-mouth. Passives answer with a 7 or 8 rating. Passives are individuals who are satisfied but are vulnerable to competitor offerings. When calculating the Net Promoter Score, Passives are ignored. Promoters answer at the top of the scale with a 9 or 10 rating. These people are loyal customers and brand enthusiasts. Promoters will continue to buy your products and refer others, ultimately fueling an organization's growth.
To calculate your Net Promoter Score, simply subtract the percentage of detractors (those who answered with a 0-6 rating) from the percentage of promoter respondents (those who gave a 9 or 10 rating)
The goal is to have a high Net Promoter Score. Typically, 75% is considered a good Net Promoter Score. We recommend using an open ended question after a Net Promoter question. This allows appropriate action to be taken by employees and management to identify and resolve customer issues.
An organization can obtain their Net Promoter Score by asking customers a single question on an 11 point scale (0-10). Questions typically ask how likely the respondent is to recommend a product or service.
Based on the response, respondents fall into one of three categories: Detractors, Promoters or Passives. Detractors answer with a 0-6 rating. Detractors are unhappy customers who could potentially damage your brand through negative word-of-mouth. Passives answer with a 7 or 8 rating. Passives are individuals who are satisfied but are vulnerable to competitor offerings. When calculating the Net Promoter Score, Passives are ignored. Promoters answer at the top of the scale with a 9 or 10 rating. These people are loyal customers and brand enthusiasts. Promoters will continue to buy your products and refer others, ultimately fueling an organization's growth.
To calculate your Net Promoter Score, simply subtract the percentage of detractors (those who answered with a 0-6 rating) from the percentage of promoter respondents (those who gave a 9 or 10 rating)
Net Promoter Score = (% of Promoters) - (% of Detractors)
The goal is to have a high Net Promoter Score. Typically, 75% is considered a good Net Promoter Score. We recommend using an open ended question after a Net Promoter question. This allows appropriate action to be taken by employees and management to identify and resolve customer issues.
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