Using Qualaroo for Net Promoter Score

What is Net Promoter Score?

The Net Promoter Score (NPS) is a measure of the likelihood of your customers to recommend your product or service to their friends, colleagues and others in their network. It was originally created by (and is a registered trademark of) Fred Reichheld, Bain & Company, and Satmetrix.

The Net Promoter Score is based on customer responses to the following question:

"How likely is it that you would recommend [your company or product] to a friend or colleague?"

Respondents choose their likelihood on a scale of 0 to 10 with 0 being not at all likely to refer and 10 being highly likely to refer.

Users who answer a 0 to 6 on the Net Promoter Score scale are called “Detractors” and are unlikely to refer your business or will actively go out of their way to not recommend or dissuade a friend or associate from using the product.

Users who answer a 7 or 8 on the Net Promoter Score scale are called “Passives”. They are not likely to refer you to a friend when the opportunity arises. For example, someone who answers a seven on the NPS survey for AT&T will not recommend or have a neutral opinion of AT&T when a friend asks if they are happy with their cell phone carrier.

Users who answer 9 and 10 are called “Promoters”. They are brand loyalists and ambassadors who will go out of their way to refer a friend or associate to a product or service. When you think of some of the most popular brands today, such as Apple, Nike and Amazon, you can envision many people answering 9 or 10 to their NPS surveys.

The Net Promoter Score is calculated by taking the percentage of promoters (the 9s and 10s) and subtracting it from the percentage of detractors. The final score is based out of 100.

Using Qualaroo to collect NPS data

We have three main recipes for NPS surveys. If you prefer to learn about them in a video, please watch the following:

Our main survey recipes are:


Net Promoter Score for Qualaroo

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