NPS - Net Promoter Score, Overview

The Ultimate Question

How Likely is it that you would recommend our company to a friend or colleague?

If you Google "Net Promoter Score," you will see that most major companies are now using this metric to measure customer satisfaction.
It starts with the book "The Ultimate Question" by Fred Reichheld, Amazon link here

In trying to summarize the book, it says profits fall into two categories, good profits and bad profits.

Bad profits come from charges like late fees, additional baggage charges, or when sales reps push overpriced or inappropriate products onto trusting customers.

Good profits are when a company delights its customers so much, they not only willingly come back for more, but tell their friends and colleagues. Good profits are needed for continued growth and have a dramatic impact on long term revenues. The book contains many examples and support for this.

In the book, the challenge was being able to tell which type of profits you had, as it doesn’t show on your financials. It then goes into some detail to explain ways they tried to measure good versus bad profits and finally settled on this one “Ultimate Question” - How likely is it that you would recommend our company to a friend or colleague? On a scale of 0 to 10...10 being extremely likely.

Responses fall into 3 categories: Promoters, Passive, or Detractors 

Promoters answer 9 or 10, Passive are 7 or 8, and Detractors are 6 and under.

Then, to simplify things, they wanted a number they could use to measure and came up with the Net Promoter Score (NPS). NPS is to customer relationships what a company’s net profit is to financial performance.

The Net Promoter Score is the percentage of promoters minus the percentage of Detractors. If you asked 100 customers the Ultimate Question; 30 answered 9 or 10 and 20 answered 6 or less, then your NPS would be 10.

See here to understand exactly how the score is calculated.


It is also simple and easy to measure and compare numbers. NPS can be tracked by customer type, model, even by employee. The average US company has a NPS of less than 10%. Fred Reichheld goes on to show how management compensation tied to NPS can have a major impact on a company.

By adding the Ultimate Question to our surveys (, we now have the option to calculate an NPS score for each of your customers and post it into your CRM so your sales team can see who is good for a reference. We can also give you your total NPS score based on responses from all your customers. In addition, we can monitor this NPS score and alert you when it changes.

See an overview of our Survey Dashboard here.

See links to videos from top corporations on NPS here.

Additional NPS resources here.

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