There are various options for making Customer Experience concrete and measuring it, for example in the form of enthusiasm, loyalty and satisfaction. Three commonly used and proven KPIs are: Net Promoter Score (NPS), Customer Effort Score (CES) and Customer Satisfaction Score (CSAT). In this blog post you will learn how to calculate NPS.

NPS question: Measure how loyal your customers are

The Net Promoter Score (NPS) is a research method developed in 2003 by Satmetrix, Bain & Company and Fred Reichheld. No lengthy questionnaires, but a simple method where the customer only has to answer a few questions, while as an organization you get a lot of information from it. Within the NPS there is one ultimate question, namely that of customer loyalty. The NPS question is:

'How likely are you to recommend product / service / company X to friends or family?'

Calculating Net Promoter Score

The respondent answers that central question on a scale of 0 to 10 and then answers any questions that are associated with it. In this way you will find out the reasons for the score to better understand your customers. Based on the score given, respondents can be divided into three groups: Detractors, Passives and Promoters.

Detractors Passives Promoters
Score 0-6 Score 7-8 Score 9-10

  • Not satisfied customers
  • Negative word of mouth
  • Image damage

  • Satisfied customers
  • Not very enthusiastic
  • Sensitive to competition

  • Ambassadors
  • Very loyal
  • Continue to recommend to others
  • Ensure the growth of the company


To calculate the NPS, you subtract the percentage of promoters (the percentage of respondents who gave a 9 or 10) from the percentage of detractors. The result is an absolute score between -100 and +100 (not a percentage).how to calculate NPS

Example outcome NPS

How exactly do you determine what a score between -100 and +100 means for your organization? The NPS is between -100 and +100. If the NPS of your company, brand or product is 20 or higher, you have fairly loyal customers. If you score lower than an NPS of 0 (for example -10), this means you have significantly fewer loyal customers. The best situation is of course when every respondent is a promoter. The score is then +100. The NPS is therefore a very important indicator of whether your customers are loyal to your company. 

Now you know what the NPS is all about. However, this is only a method. It only becomes interesting if you know what you can do with the NPS in daily practice. And how you can link various KPIs such as CSAT, NPS and CES together to measure customer feedback to which you can connect direct and daily follow-up actions. The E-book 'Measuring and Managing CX' contains many practical examples, tips and solutions that you can apply directly within your organization. 

import_contacts Whitepaper

Whitepaper: Net Promoter Score

In this whitepaper, you will read about the NPS, how it works and how you can apply it yourself with our Net Promoter Score (NPS) research.

Download whitepaper

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