Net Promoter Score

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The Net Promoter Score (NPS) is based around one simple question:

“How likely are you to recommend this business to a friend or colleague?”

What is a Net Promoter Score?

The Net Promoter Score is a metric used to measure customer satisfaction and brand loyalty with an index ranging from -100 to 100.

How is a Net Promoter Score calculated?

Traditionally, all customers are surveyed with one single question and asked to rate their likelihood to recommend a company, from 0-10.

Based on their rating, customers are classified in three categories: detractors, passives, and promoters.


Detractors left a rating of 6 or lower. These customers were not satisfied with their experience and are very unlikely to recommend the company. They could even damage the company’s reputation by spreading negative word-of-mouth.


Passives rated a company 7 or 8. While these customers were adequately satisfied with their experience, it’s likely they would switch to a competitor with a better offering. Passives generally wouldn’t spread negative feedback about a company, but they are also not enthusiastic enough to promote the company.


Promoters left a 9 or 10 rating. These customers are brand evangelists who loved their experience. They are loyal buyers who are very likely not only to return, but also to happily promote the company’s products and services to friends or colleagues.

How do I read a Net Promoter Score?

If a company has more promoters than detractors, it has a positive score, and a negative score with more detractors.

BirdEye and the Net Promoter Score

BirdEye not only calculates businesses’ NPS from surveys, but also from review sites and social media, where promoters and detractors are spreading most of the word.The BirdEye platform converts all structured and unstructured feedback into a standardized score. Businesses can also access their competitors Net Promoter Score with insights into their competitors’ customer feedback.

BirdEye also allows businesses to easily design their own surveys to send in real-time via SMS or email, segmented by customer journey touchpoint. This way, businesses can detect a detractor while there is still time to fix the issue.