Net Promoter is expressed as a number from -100 on the lower side and 100 on the upper hand. The score is negative if there are more detractors than promoters in your company. However, if the result is the other way round, it is positive. Here is an example of how to calculate a NPS score:
1. Survey your clients by asking them, ‘On the scale of between 0 and 10, how likely are you to recommend us to a friend?’ (Repuzen does this for you)
2. Categorise respondents according to the score; detractors, passives and promoters
3. Disregard the passives and subtract detractors from the Promoter responses to determine the Net Promoter Score. Remember, the score can be anything between -100 and 100.
Here is an example
If you surveyed 100 customers and 40% were detractors and 50% were promoters, your score would be 50% – 40% =10. Passives affect the percentages of either side but are not included in the final calculation.
Good and bad scores
Any score of 30 and above is considered good. However, anything above zero is positive for the brand. If you can hit 50, this is excellent. Unfortunately, while you can increase your NPS, factors beyond your company may affect your score. If your industry is unique, the products are quite similar across the sector (there is little differentiation) and prices have little differentiation, your score may not go high even with company efforts.
If your score is below zero, it means you have more detractors on your market. This may be interpreted in many ways. For example, a score of -4 may look bad when looked at in isolation. However, if the industry average is -6, a -3 score is better. However, even in such a case, the company still needs to do a lot to reduce the number of customers that are very negative about the brand and increase enthusiastic ones.