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How to calculate Net Promoter Score
NPS = % promoters − % detractors
NPS comes from one question: how likely are you to recommend us to a friend or colleague, on a scale from 0 to 10. Scores of 9 and 10 are promoters, 7 and 8 passives, 0 to 6 detractors. Passives count in the total but in neither group, so the score runs from −100 to +100.
Example: 450 promoters, 300 passives and 250 detractors out of 1,000 responses give 45% − 25% = an NPS of +20.
Margin of error
A survey reaches a sample of customers, so NPS has a margin of error. The calculator uses the standard formula for a difference of two shares from the same sample: margin = 1.96 × √((p + d − (p − d)²) ÷ n) × 100, where p and d are the shares of promoters and detractors and n is the number of responses. It also shows how many responses you need for a margin of ±5 points at your current mix.
What is a good NPS
Benchmarks differ a lot by industry. In research by the Qualtrics XM Institute, the grocery industry averaged an NPS of 30, video streaming 29 and consumer payments −6 (Qualtrics). A positive score means more promoters than detractors; the most useful comparison is your own score over time, measured the same way.
Net Promoter®, NPS® and Net Promoter Score℠ are trademarks of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld.
Frequently asked questions
How do you calculate Net Promoter Score?
Ask customers how likely they are to recommend you on a scale from 0 to 10. Subtract the percentage of detractors (0 to 6) from the percentage of promoters (9 and 10). Passives (7 and 8) count only in the total.
What is the formula for NPS in Excel?
With scores in cells A2:A1001, use =(COUNTIF(A2:A1001,">=9")-COUNTIF(A2:A1001,"<=6"))/COUNT(A2:A1001)*100. It counts promoters and detractors, divides by all responses and gives the score in points.
What is a very good Net Promoter Score?
Any positive score means you have more promoters than detractors. Beyond that, compare with your industry and with your own past results: for example, the Qualtrics XM Institute found an average of 30 in grocery and −6 in consumer payments.
How many responses do I need for NPS?
It depends on how precise you want the score to be and on your mix of answers. The calculator shows the responses needed for a margin of ±5 points at 95% confidence; with fewer responses, month-to-month changes of a few points can be noise.
What does an NPS survey measure?
It measures how willing customers are to recommend you, which reflects their overall relationship with the company rather than one interaction. Add an open follow-up question, such as what is the main reason for your score, to learn what to fix.