The Net Promoter Score (NPS) is an index that runs from -100 to 100 and shows how willing customers are to recommend the company to others. Currently this indicator is used the most to give insights in customer loyalty. Without a doubt you have already seen the Net Promoter Score question once. The NPS question is a quantitativequestion, formulated as followed:

“How likely is it that you will recommend us to a friend or colleague?”

You can answer this question by filling in a score of 0 – 10, where 0 means very unlikely and 10 means very likely.

Divided in 3 categories

The given scores by customers/recipients result in 3 categories.


‘Detractors’ are recipients that have given a score of a 6 or lower. They are not very satisfied with your company’s products or services. There is a reasonable chance they won’t purchase new products/services and they can bring damage to the company’s image by spreading negative words. Detractors have a negative impact on your average customer value. Read my blog “What impact do Promotors and Detractors have to your average client value?” to see what kind of impact.


‘Passives’ are recipients that have given the score 7 or 8. They are pretty satisfied but still very open to competitive offers. They are not loyal to your brand. Passives won’t easily spread negative words, but they are not enthusiastic enough to recommend you to others either. Important to know from this group is how to enthuse them enough to become Promotors. So which aspects don’t make them completely happy yet?


‘Promoters’ have given a score of 9 or 10. They really like the products and/or services of your company. These are the customers that will repurchase your company’s products and services. This makes them very good customers to contact for example for testimonials on your website. These customers are true promotors for your brand and will create new clients.

How do you calculate the Net Promoter Score?

You take the percentage of Promoters and deduct the percentage of Detractors. The remaining number is your Net Promoter Score. This can result in a score of -100 to 100. The Passives are not added into this calculation. This is because they are the average type; they won’t make a change.

So you know your current NPS. Now what?

The Net Promotor Score is an easy indicator and that is probably the reason it’s so popular. But what can you do with this score? Because honestly: it only shows you what your situation is. To improve your NPS, you will have to find out which aspects make your customers less happy.

You have to use these aspects to get to work. Don’t forget to give feedback back to your customers, so they will know that you are improving their points of criticism. This way, you can show them you really want to use their feedback to get better. This will be appreciated and will lead to a higher NPS.

Starred and the Net Promotor Score

We don’t only show you your NPS score, but also the reason(s) behind the score. We do this through our well-known research method: the survey always fits on one page and the ‘Send Feedback’ button is always within reach. The answers will be received and shown in your dashboard real-time and are translated into actual points of attention in our Priority Matrix. This way, you can continuously correct yourself to reach the ultimate goal: customer loyalty. And that will lead to an increase of your turn-overs.

Looking for more insights in your current NPS?

Start sending your first customer survey today and find out how your customers rate your company. This is possible through our free trial! This will give you 30 days to try Starred for free.

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