Net Promoter Score (NPS ®)




Know the score.

The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives, and Detractors.

By asking one simple question — “How likely is it that you would recommend [your company] to a friend or colleague?” — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes. Customers respond on a 0-to-10 point rating scale and are categorized as follows:

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

Direct Opinions uses the NPS as a baseline, then digs even deeper to provide actionable insights into customers’ motivations to “drive improvements in customer loyalty and enable profitable growth.

Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld