Net Promoter or Net Promoter Score (NPS) is a management tool to measure customer loyalty to a firm and serves as an alternative to traditional customer satisfaction research.


The Net Promoter Score (NPS) is based on the fundamental perspective that every company’s customers can be divided into three groups: 

  1. Promoters, 
  2. Passives, and
  3. Detractors.

The scale, groups and ranges is an industry-standard.


By asking the NPS question — "How likely is it that you would recommend [our company] to a friend or colleague?" — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes. 

You shouldn't change or alter this question. 


Customers respond on a 0-to-10 point rating scale and are categorized as follows:
  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.


To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.


NPS = % of Promoters minus % of Detractors. 


Even though the calculation uses percentage - NPS is a score and not represented by a percentage.




Net Promoter asked in different languages. 


English:  How likely is it that you would recommend [our company] to a friend or colleague?


Croatian: Kolika je vjerojatnost da ćete prijatelju ili suradniku preporučiti tvrtku [our company]? 


Czech: Doporučili byste [our company] známému nebo kolegovi? 


Danish: Hvor sandsynligt er det, at du anbefaler [our company] til en ven eller kollega? 


Dutch: Hoe waarschijnlijk is het dat u [our company] zou aanbevelen aan een vriend of collega? 


Estonian: Kui suure tõenäosusega soovitada [our company] sõbrale või kolleegile? 


Finnish: Kuinka todennäköisesti suosittelisit [our company] ystävälle tai kollegalle? 


French: Quelle est la probabilité que vous recommandiez [our company] à un ami ou un collègue? 


German: Wie wahrscheinlich ist es, dass Sie [our company] einem Freund oder Kollegen weiterempfehlen werden? 


German (Switzerland): Wie wahrscheinlich ist es, dass Sie [our company] einem Freund oder Bekannten weiterempfehlen? 


Italian: Consiglieresti [our company] a un amico o a un collega? 


Latvian: Kā iespējams jūs ieteiktu [our company] draugam vai kolēģim? 


Lithuanian: Kokia tikimybė yra jums [our company] Rekomenduok draugui ar kolegai? 


Norwegian: Hvor sannsynlig er det at du vil anbefale [our company] til en venn eller kollega? 


Polish: Jakie jest prawdopodobieństwo, że polecisz [our company] znajomym lub kolegom? 


Portuguese: Qual a probabilidade de recomendar a empresa [our company]a um amigo ou colega? 


Serbian: Колико је вероватно си ти да [our company] препоручили пријатељу или колеги? 


Spanish: ¿Con qué probabilidad recomendarías [our company] a un amigo o compañero? 


Swedish: Hur troligt är det att du skulle rekommendera [our company] till en vän eller kollega? 


Turkish: Bir dostunuza veya iş arkadaşınıza [our company] tavsiye etme ihtimaliniz nedir?