NPS The definitive guide visual 18

NPS® Score Calculation: Identifying avenues for customer advocacy

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Accurate data is often the key behind change. While you may not require data at all times to execute your tasks, most decisions at the enterprise level should be backed up by supporting data. NPS® Score calculations can help glean insights which allow key stakeholders to make decisions which resonate with their customers.

What Is NPS® ?

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NPS®, or Net Promoter Score® is a metric which asks respondents one simple question (NPS® question):

“How likely are you to recommend our brand/product/service to a friend or a colleague?”

Respondents can choose their answer from an 11 point scale. Based on their answer, researchers can classify them into promoters, detractors and passives. NPS® scores come in handy when gauging employee, product or customer experience

Effectively gathering data for NPS® Score Calculations

There’s many aspects to gathering the right data for NPS® surveys – you can use the following methodology as a frame of reference, but the data collection process can be customized to your organization’s daily operations.

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Conduct surveys

To begin with, you need to identify a respondent base and figure out how you intend to reach them for your surveys. 

Depending on your services and your presence in the customer’s life, there are several ways of approaching your respondents. It can be in the form of a question within a larger survey, an email NPS® question, a pop-up notification, or through a social media integration.

Survey platforms like Voxco allow you to represent your questions in unique and colorful ways, which can help grab your respondents’ attention.

Identify promoters, detractors and passives

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After you’ve conducted a survey and gathered responses, it is time to identify which of your respondents can be classified into promoters, detractors and passives.

  • Promoters: Respondents who have given a rating between 9 and 10.These respondents can be considered advocates for your brand.
  • Detractors: Respondents who have given a rating between 0 and 5. You must take their feedback seriously, as they can be a good source of insights for product improvements. Detractors are a primary contributor for negative word of mouth about your brand or your offerings.
  • Passives: Respondents who’ve rated you between 7 and 8.


Voxco’s omnichannel survey software can help you gather this data across multiple channels (Phone, Face-to-face, Online), and can display your data in real time. These results are displayed in a manner which makes it easy to find out the number of promoters, detractors and passives.

Perform final NPS® score calculations

After you’ve got a count of which of your respondents can be classified into the categories we’ve listed above, you need to calculate NPS®. Voxco’s NPS® calculator can help you quickly calculate your Net Promoter Score® (NPS®) and give you an indication of where you stand with respect to competition.

Manual NPS® score calculation: 

The percentage of respondents who like your product can be called promoters and the percentage of respondents who dislike your product can be called detractors. NPS® can be calculated as a difference between these percentages. 

The value of your NPS® score will range between -100 to 100. However you need to keep in mind that a good NPS® score varies depending on the industry you’re considering. Verticals with high customer churn generally tend to have lower NPS® overall.

What do NPS® score calculations mean for your brand?

NPS® benchmarks can be a good indicator for many telling attributes about your brand, your services and your products.

Helps find out risk of customer churn

By classifying your respondents into promoters, detractors and passives, NPS® score calculations can help you find out which of your customers can be considered brand advocates (Promoters), and which ones will be contributing towards negative word of mouth marketing towards your brand (Detractors). Your NPS® score is a good indicator of whether your customers are likely to churn. 

High NPS® scores are great, and follow up questions attached to these surveys can help you identify paths to properly capitalize on it. Low scores and their accompanying feedback can give insight into areas which might require some tweaking on your organization’s part. Acknowledging negative feedback and making an effort to rectify customer concerns is an excellent way to win them back to your brand, and can help turn detractors into brand advocates.

NPS® score calculations help identify changes in customer preferences over time

Getting customer feedback isn’t a one time deal: to effectively gauge improvements in customer experience one needs to conduct surveys like NPS® regularly at multiple touchpoints along the customer journey. 

If multiple customers are using your NPS® surveys to complain about the same thing, then that’s a clear indicator for change. After taking feedback into account and making said changes, it’s important to check with your customers what they feel about said changes. Feedback is a constant process; one which helps maintain a positive relationship with your customers.

NPS® Score calculations: Where can you approach respondents

NPS® surveys can fetch unique insights depending on the context they’re asked in.

After transactions

Transactions are a good avenue for accurate feedback into the commercial side of your operations. You can integrate NPS® surveys into your application or website and ask for feedback immediately after the transaction, or wait a while and approach your customers via email.

Via social media

The world is social, and that includes brands. Company’s have persona’s which users interact with, and social media is often an outlet where customers can leave feedback. Social media can also be the ideal hunting ground for insights, and survey platforms can allow you to integrate your surveys with your social media presence.

After interactions with your customer service

Customer service interactions can often be volatile, but the aim is to ensure customers are satisfied with the resolution you’ve provided. Feedback surveys for NPS® score calculations which can be sent to your respondents via push notifications, SMS or email can effectively complement traditional IVR/Dialer based feedback for customer service.

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