How to Run an NPS Survey (Net Promoter Score)
Run a Net Promoter Score survey properly — the question, the 0–10 scale, the math, and the follow-up that gives it meaning.
Net Promoter Score is the most widely used loyalty metric because it rides on a single question. That simplicity is also its trap: the score is easy to collect and easy to misread. Here's how to run it so the number actually means something.
The one question
NPS is built on a single, deliberately broad prompt, rated on an 0–10 scale:
Promoters, passives, detractors
The 0–10 answers collapse into three groups. Note the bands are deliberately lopsided — a 7 or 8 is a passive, not a fan.
| Score | Group |
|---|---|
| 9 – 10 | Promoters — loyal, will recommend you. |
| 7 – 8 | Passives — satisfied but unenthusiastic; counted in the total, not in the score. |
| 0 – 6 | Detractors — unhappy, a churn and word-of-mouth risk. |
The calculation
Subtract the share of detractors from the share of promoters:
NPS = % promoters − % detractors- The result runs from -100 (everyone a detractor) to +100 (everyone a promoter).
- Example: 50% promoters, 30% passives, 20% detractors → 50 − 20 = +30.
Always add the follow-up
The score is a thermometer; the follow-up is the diagnosis. Add one open question — “What's the main reason for your score?” — and suddenly you have a ranked list of what to fix and what to protect. Pairing a rating with an open question is the whole trick.
Running it cleanly
- Ask at the right moment — after a meaningful experience (a purchase, an onboarding), not at random.
- Keep it to the rating plus one follow-up. Bolting on ten extra questions tanks completion.
- Collect one response per customer so a vocal few can’t skew the score.
- Re-run on a fixed cadence so the trend is comparable over time.
Frequently asked questions
What is NPS (Net Promoter Score)?
NPS is a loyalty metric based on one question: "How likely are you to recommend us to a friend or colleague?" on a 0–10 scale. The score is the percentage of promoters (9–10) minus the percentage of detractors (0–6), giving a number from -100 to +100.
How do you calculate NPS?
Bucket every response: 9–10 are promoters, 7–8 are passives, 0–6 are detractors. NPS = % promoters − % detractors. Passives count toward the total but not the score. A result of +30 means 30 percentage points more promoters than detractors.
What is a good NPS?
It depends heavily on industry, so the most useful comparison is your own score over time, not an absolute benchmark. As a rough guide, anything above 0 means more promoters than detractors, and above +30 is generally considered strong.
Why include a follow-up question?
The number alone tells you the temperature, not the cause. A single open follow-up — "What’s the main reason for your score?" — turns NPS from a vanity metric into a list of things to fix or double down on.
Related resources
Run your NPS survey on SaveForm
A 0–10 rating, a one-line follow-up, one response per customer, and live results. Share it by link or embed it after checkout. No backend, free to start.