Net Promoter Score (NPS)

The Net Promoter Score (NPS) is calculated based on participant responses to a question that would indicate their willingness to recommend a company's products or services to others. For example, an NPS question might ask "How likely is it that you would recommend our company / product / service to a friend or colleague?". The scoring for this response is most often based on a 0 to 10 scale.

Those who respond with a score of 9 or 10 are labeled Promoters and are considered likely to exhibit value-creating behaviors, such as buying more, remaining customers for longer, and making more positive referrals to other potential customers.

Those who respond with a score of 0 to 6 are labeled Detractors and they are believed to be less likely to exhibit the value-creating behaviors.

Responses of 7 and 8 are labeled Passives and their behavior falls in the middle of Promoters and Detractors.

The NPS is usually calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. For purposes of calculating a Net Promoter Score, Passives count towards the total number of participants, but do not directly affect the overall net score.

1:  Calculating the NPS

Using the below recommendation question as an example, you can use the participant's response to this question to calculate the NPS.

<radio label="Q1" type="rating">
  <title>How likely would you be to recommend <u>Company A</u> to a friend, family member or colleague?</title>
  <comment>Please select one.</comment>
  <col label="c0" value="0">0 = Not at all likely</col>
  <col label="c1" value="1">1</col>
  <col label="c2" value="2">2</col>
  <col label="c3" value="3">3</col>
  <col label="c4" value="4">4</col>
  <col label="c5" value="5">5</col>
  <col label="c6" value="6">6</col>
  <col label="c7" value="7">7</col>
  <col label="c8" value="8">8</col>
  <col label="c9" value="9">9</col>
  <col label="c10" value="10">10 = Extremely Likely</col>
</radio>
<suspend/>

To calculate the NPS, you can either first calculate what type of participant they are, or go straight into the score. Below is a quick and easy way to track your Promoters, Passives, and Detractors in the report. Using a Single Select type question, you can use the below code.

<radio label="NPS" title="NPS Promoter, Passives, Detractors">
<virtual>
if Q1.val != None:
    if Q1.val in [9,10]:
        NPS.val = NPS.r0.index
    elif Q1.val in [7,8]:
        NPS.val = NPS.r1.index
    else:
        NPS.val = NPS.r2.index
</virtual>
  <row label="r0">Promoter</row>
  <row label="r1">Passive</row>
  <row label="r2">Detractor</row>
</radio>

Note:  This uses a virtual question, which only runs when the report runs. See Adding Virtual Questions to the Report for more information. You can alternatively run this as a “hidden question” (where="execute"), but you would need to make sure you put this in place before launching the survey.

The actual score of the participant is going to be calculated using a Float question type. You need to assign a value of 100 for Promoters, 0 for Passives, or -100 for Detractors, as shown below. You can also use the above virtual question to determine what score to assign.

<float label="NPS_Score" title="NPS Score" size="1">
<virtual>
if NPS.r0:
    data.val = 100
elif NPS.r1:
    data.val = 0
elif NPS.r2:
    data.val = -100
</virtual>
</float>