NPS Surveys

A management tool for measuring customer loyalty and increasing revenue.


NPS Response Categories



Detractors are customers who’re unhappy with some element of your service and can spread negative word of mouth.



Passive customers are generally satisfied but aren’t motivated to promote your brand. They’re still at risk of defecting to a competitor.



Promoters are advocates for your organization, actively providing referrals. They are generally a sign of new and repeat purchases.

What is Net Promoter Score?

NPS surveys are used to measure customer loyalty and are done by asking a single question: 

On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?“.

This rating should be taken after a customer’s most recent interaction with you to measure their overall brand sentiment against that touch-point.

Net Promoter Score Calculation

Net Promoter Score formula

To calculate your Net Promoter Score, you must first discern the percentage total for each customer group (Detractors, Passives and Promoters).

Then subtract the percentage of Detractors from the percentage of Promoters. The number you’re left with is your NPS.

Analyzing NPS results

Once your NPS survey has collected enough results, you’ll have a score between -100 and +100. 

Calculate an NPS score regularly to measure change over time. You should also benchmark against industry competitors for context.


KwikSurveys NPS survey tool

Personalize Projects

Increase response rates by using Page Logic, Text Piping and Custom Variables to personalize your NPS survey.

Segment Results

Segment Detractors, Passives and Promoters to identify the strengths and weaknesses of your brand.

Custom Branding

Customize the colors and imagery of your NPS survey to align with your brand guidelines.

Mobile Surveys

Our dynamic surveys allow your customers to respond from any device, including mobiles, tablets and kiosks.

Share Reports

Share digital reports with stakeholders using a URL link or export your results as a PDF or spreadsheet.

Bench marking

Use our comparison feature to measure the impact of changes and improvements when bench marking NPS.

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Net Promoter, Net Promoter Score, Net Promoter System, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.