Net Promoter Score® (NPS)

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Net Promoter Score

Net Promoter Score Definition

What is Net Promoter Score?

The Net Promoter Score is customer feedback metric ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It is the most popular score to measure customer loyalty and is often regarded as ‘The Ultimate Question’.

The Net Promoter Score Scale

Categories & Scale for Net Promoter Score

The Net Promoter Score System is a single question ‘How likely are you to recommend our products/services to your friends and colleagues?’ Customers are to rate this NPS question on a 11-point scale, from 0-10. Based on their rating on the NPS question, the customers are classified in 3 categories: Detractors, Passives and Promoters.


Detractors are those that gave a low score between 0-6. They are definitely not happy with the product and services and are very unlikely to purchase again from the company. They are in fact likely to damage the reputation of the company through bad reviews and word of mouth.


Passives are those who gave a score of 7 or 8 on the NPS question. They are somewhat satisfied with the business but are likely to switch if another brand or company if an opportunity arises. They don’t hold any loyalty but at the same time they are not likely to bad-mouth the brand. 


Promoters are those who answered 9 or 10 on the NPS question. They love the offerings of the company, products and services. They’re extremely likely to be repeat customers and buyers, and will also promote the brand whenever they get a chance to other potential buyers.

Net Promoter Score Calculation

How to calculate Net Promoter Score?

The Net Promoter Score (NPS) is calculated by subtracting the percentage of detractors from the percentage of promoters. The result that comes ranges between -100 and 100 and is called the Net Promoter Score.

Try the free Online Net Promoter Score Calculator
Net Promoter Score Calculation
NPS Surveys

Net Promoter Score Survey Software

Measure, analyze and grow Customer Loyalty with NPS Surveys Software

Use NPS Survey Software to engage with customers and measure their likelihood to recommend you at every touchpoint. With Zonka Feedback’s NPS Survey Software you can get an easy-to-implement and powerful platform to capture Net Promoter Score from your customers and improve their loyalty over time. “ to “With Zonka Feedback’s NPS Survey Software you can engage with customers and measure their likelihood to recommend you at every touchpoint.

  • Take NPS across various channels - tablets, kiosks, online, email & SMS
  • Take both transactional and relationship NPS
  • Measure customer loyalty and employee loyalty
  • Segment customers as detractors, passives, promoters
  • Get notifications for detractors to resolve issues
  • View NPS Trends and details NPS reports
  • Compare NPS across various locations
  • Compare NPS over time
Learn more about NPS Software
Customer Experience


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