The Net Promoter Score

What it is, how to calculate it, and why you should use it

What is the Net Promoter Score?

The Net Promoter Score, often referred to as “NPS”, provides a snapshot into what your customers feel and experience with your digital products.

This value puts a quantifiable number on the very qualitative feelings of your customers. NPS all starts around a simple question: “How likely is it that you would recommend our company, product or service to a friend or colleague?”

build a brand that people love

Discover the strength of your brand using Usabilla’s NPS question. By adding the NPS module to any feedback form or survey, you begin to understand what visitors think. You’ll see not only what causes a customer to speak positively or negatively about your digital channels, but you’ll also discover which elements impact NPS the most so you can adapt accordingly.

Usabilla Net Promoter Score (NPS) survey

How to calculate the Net Promoter Score

NPS is based on the principle that every organization’s customers can be divided into three categories: Promoters, Passives and Detractors.

Detractors (score 0-6)

Unhappy customers who can damage your brand, impeding growth through negative word-of-mouth.

Passives (score 7-8)

Satisfied but unenthusiastic customers who are vulnerable to your competitor’s offerings.

Promoters (score 9-10)

Loyal enthusiasts who will keep buying, refer others, and fuel growth.

Usabilla Net Promoter Score (NPS) explained
NPS = %Promoters - %Detractors

To calculate your company’s NPS, we take the percentage of customers who are Promoters and subtract the percentage who are Detractors.

Why use the Net Promoter Score?

Envision your customer as they scroll through your website. From the usability to the language to your customer service, it’s near impossible to combine their overall impression of your brand in one metric. NPS is an exception. By calculating NPS you have access to emotionally-driven data around the customer experience by knowing how likely others are to recommend what you offer.

Learn more about NPS and how your company can improve with our experts

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How to increase your NPS with Usabilla

Your digital channels are all key customer touch points for your brand.

With a user feedback solution like Usabilla, you can determine the NPS for your organization by asking your customers directly. The result? You can quantify the impact of your brand in one concrete metric and adapt accordingly to increase the score and ensure happy customers.


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