About Net Promoter Score® Questions
Net Promoter Score® (NPS) is a metric developed in 1993 by Fred Reichheld as a way to measure customer loyalty. It is based on a single and simple question “How likely is it that you would recommend this [company/product/service] to a friend or colleague?” on a scale of 0-10.
Respondents are segmented into three groups according to the rating they gave:
Promoters (9-10) are loyal and will recommend you to their networks. They are your ambassadors and are therefore more likely to remain customers and increase their purchases over time.
Passives (7-8) are satisfied for now but your company, product, and/or service didn’t leave a lasting or permanent impact. They won’t vouch for you but may mention you within the right context.
Detractors (0-6) are not happy! They will actively spread negative word-of-mouth and tend to be louder (and scarier) than promoters.
The score itself ranges from -100 to 100. It is calculated by taking the percentage of Promoters minus the percentage of Detractors, therefore a positive score means you have more promoters than detractors and vice versa. To increase your score, you have to boost the percentage of Promoters by reducing Passives and Detractors.
In reports, Enalyzer automatically calculates the score, as well as segments respondents into Promoters, Passives, and Detractors in Frequency and Time Series charts.
Add Net Promoter Score® Questions
To add a Net Promoter Score® Question, all you have to do is:
- Go to your survey, click the add survey element icon (
), and choose question.
- Choose Net Promoter Score® (NPS), and click next.
- You now have the following options:
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Merge field: Type in the name of your company/product/service. Whatever you enter will be merged into the NPS question.
You cannot rephrase the NPS question. If you want to use the NPS method but formulate your own question, use the Recommendation Score question instead.
- Reverse scale: If you'd like to reverse the scale, e.g. so that it reads 5-1 instead of 1-5, then enable the setting.
- 'Don't know' or 'N/A' option: Enable this setting to include a don't know or N/A option that will be automatically excluded from average calculations in reports.
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Merge field: Type in the name of your company/product/service. Whatever you enter will be merged into the NPS question.
- When you are satisfied with your question, click next.
- Now you can set up the question settings:
- Open answers: This setting allows respondents to elaborate on their answers.
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Require answer: This setting is enabled by default. Disable it if you don’t want your question to be mandatory. If you enable the open answer setting, you will have the option to make open answers mandatory by enabling the require open answer setting.
It can be an advantage not to force a respondent to answer an open answer question since the respondent may not have a relevant comment.
- Layout (button scale): Select the question's layout and decide how your scale is visually presented to your respondents. Button scale is the default layout but you can change it to a dropdown menu.
- When you have finalized your question and customized the settings, click add.
Net Promoter Score® Questions in Response Data Downloads
You can download your survey responses from Enalyzer for several purposes. You can use the file for analysis in other software, share it with your team, or import it to another Enalyzer survey.
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In the response data download, Net Promoter Score® questions are found in one column. By default, in each respondent's row, each response option in the question will be displayed with the response option value. You are able to edit the format output, you can read about data formats here.
- If you enabled the open answer setting, these will have their own column. The column name will be the number of the question followed by "_Open"
Net Promoter Score® Questions in Reports
You can visualize the data collected by your Net Promoter Score® questions in your reports. The available charts for Net Promoter Score® questions are:
Enalyzer automatically calculates the Net Promoter Score®, as well as segments respondents into Promoters, Passives, and Detractors in Frequency and Time Series charts.
Reports remove "don't know" and "N/A" options from average calculations for Net Promoter Score® questions.