Your customers are asked to rate on an 11-point scale their likelihood of recommending your company or brand to a friend or colleague. Based on this rating, your customers are then classified into three categories: detractors, passives and promoters.
Detractors give your brand a score of 6 or below. It is unlikely that they will purchase again from your business or company as they are not particularly thrilled by the product or service. They could potentially damage your company’s brand or reputation through negative word-of-mouth or via social media.
Passives give your brand a 7 or an 8. They’re usually satisfied and will probably buy from you again, but they could just as easily switch to your competitors if given the opportunity. They’re unlikely to spread any negative feedback, however, they’re not excited enough about the service or product you provide to promote you.
Promoters answer 9 or 10. They’re repeat buyers and they love your brand and offerings. They’re enthusiastic evangelists who recommend your company’s product or service online, or through word-of-mouth to other potential customers.
Considering the above answers, your NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.
If all of your customers gave a score of 6 or below, then you’ll get an NPS of -100. If all of your customers answered 9 or 10, then your NPS would be 100.