Net Promoter Score summarizes customers’ stated likelihood of recommending an organization. It can support reputation measurement, but it does not measure Google rankings, prove loyalty or explain every reason behind a customer’s response.
01
Calculate the score from the full response set
The conventional method groups 9–10 responses as promoters, 7–8 as passives and 0–6 as detractors. Subtract the percentage of detractors from the percentage of promoters. Keep all valid responses in the denominator, including passives. Bain’s Net Promoter guidance explains this method; report the sample size and survey period with the result.
02
Use a transparent numerical example
If 100 customers respond and 55 are promoters, 25 are passives and 20 are detractors, NPS is 55 minus 20, or 35. It is a score, not 35 percent satisfaction. If only a small or unusually selected group answers, describe that limitation. Do not compare two periods without checking whether the sample and question changed.
- Record who was invited and who responded.
- Keep language and timing consistent enough for comparison.
- Collect optional comments without pressuring respondents.
03
Connect the score to an improvement decision
Read the reasons behind the ratings. A business may have a positive score while repeated comments reveal slow complaint resolution. Assign that issue to an operational owner and check whether the experience improves. Compare NPS with review themes, retention or complaint data where available, while avoiding claims that a correlation proves causation.
Frequently asked questions
Should passives be excluded from the calculation?
They are not counted as promoters or detractors, but they remain part of the total response count used to calculate percentages.
Does a higher NPS mean search traffic will increase?
No. It measures a survey response. Search visibility and traffic need their own evidence and should not be inferred from NPS alone.
Continue with your next step
Related guides on this topic
Sources and policies
Check the current policy before submitting a request.
You do not have to figure out the next step alone.
Share the URLs and explain your concern. We will review the context and explain which options are worth assessing.
Request a confidential reviewOr call (307) 429-2531Educational information, not legal advice. Outcomes depend on the facts and decisions made by third parties.