What is NPS® or Net Promoter Score®

Net Promoter Score (NPS) is a metric that measures customer loyalty and satisfaction. It was developed by Fred Reichheld of Bain & Company in 2003 and has since become a widely used tool in the business world. NPS is calculated based on a single question: “How likely are you to recommend this product/service to a friend or colleague?” Respondents answer on a scale from 0 to 10, with 0 being “not at all likely” and 10 being “extremely likely.”

What is NPS Software?

Businesses can create, conduct out, and analyse NPS surveys using NPS software. Customers are asked how likely they are to suggest a product or service to others in these surveys, which are intended to measure customer satisfaction and loyalty. By automating the processes of gathering, analysing, and reporting on customer feedback, NPS software helps organisations better understand the wants and preferences of their clients.



The Importance of a License for NPS Software

Any software or company that uses the phrase “Net Promoter Score” or provides NPS surveys must obtain a licence from Bain & Company because Net Promoter Score (NPS) is a registered trademark owned by Bain & Company. This is a crucial factor for companies to take into account when choosing an NPS software supplier because utilising unauthorised software or services can put them in legal hot water and harm their brand.

We at MakeForms are proud to hold a Bain & Company licence that enables us to create NPS surveys that are both efficient and compliant. Our NPS software enables companies to easily measure client loyalty and satisfaction while guaranteeing compliance with all legal obligations. Our NPS software may assist organisations in making smart choices and enhancing customer experience with configurable survey templates, strong data analytics tools, and integrations with other business tools.

Working with licensed NPS software suppliers is essential for organisations to stay out of legal trouble and guarantee the accuracy of their data. MakeForms is devoted to assisting businesses in achieving their objectives through NPS surveys while abiding by all legal standards as a certified provider.

Promoters, Passives, and Detractors

The Net Promoter Score (NPS) survey is based on the premise that customers can be divided into three categories: promoters, passives, and detractors. Understanding the distribution of customers across these categories can help businesses assess customer loyalty and identify areas for improvement.

Promoters are customers who rate the company or product with a score of 9 or 10 on the NPS survey. These customers are highly satisfied and are likely to recommend the company or product to others. Promoters are valuable to businesses as they can act as advocates and help attract new customers.

Passives are customers who rate the company or product with a score of 7 or 8 on the NPS survey. These customers are generally satisfied, but not as enthusiastic as promoters. Passives are neutral customers who are unlikely to recommend the company or product, but are also unlikely to actively discourage others from using it.

Detractors are customers who rate the company or product with a score of 0 to 6 on the NPS survey. These customers are dissatisfied and may actively discourage others from using the company or product. Detractors can be harmful to businesses as their negative comments can damage the company’s reputation and deter potential customers.



Calculating NPS

Subtracting the percentage of detractors from the percentage of promoters generates the Net Promoter Score (NPS), which may be calculated in a pretty simple manner. The final number might be anything between -100 and 100, with a higher value indicating greater customer loyalty and happiness.

Businesses usually ask consumers to score their experience with the company or the product on a scale of 0 to 10, with 0 representing “not at all likely” and 10 representing “very likely” to suggest the company or product to others. The three groups of clients—promoters, passives, and detractors—are then separated based on their responses.

After categorising the customers, the NPS is determined by deducting the percentage of detractors from the number of supporters. For instance, the NPS would be 30 if 50% of customers are promoters and 20% are detractors (50-20). It’s vital to note that while passive customers are viewed as neutral, their percentage is not taken into account when calculating NPS.

Businesses can calculate the total NPS as well as break down the results by various consumer touchpoints or categories. To pinpoint development opportunities, a company can, for instance, generate NPS scores for various product lines or customer service channels.

NPS = % of Promoters – % of Detractors

For example, if 60% of respondents are Promoters and 20% are Detractors, the NPS score would be 40 (60 – 20).


Customer Satisfaction (CSAT) is another metric used to measure customer satisfaction. Unlike NPS, which measures customer loyalty, CSAT measures how satisfied customers are with a particular product or service. CSAT surveys ask customers to rate their satisfaction with a product or service on a scale from 1 to 5. While both metrics are useful in understanding customer satisfaction, NPS is often preferred because it is a more reliable predictor of customer loyalty.

Explore MakeForms’ CSAT Survey Maker →



Businesses frequently use the Net Promoter Score (NPS) and Customer Effort Score (CES) measures to measure customer loyalty and satisfaction. Whereas CES assesses customer effort by asking consumers to rate how easy or difficult it was to complete a particular task, NPS measures overall loyalty by asking customers how likely they are to suggest a firm or product. Businesses may choose to use both metrics, even if they each have advantages and disadvantages, to get a more complete picture of the customer experience.

Explore MakeForms’ CES Survey Maker →

Types of Questions in an NPS Survey

While the NPS survey typically consists of a single question that asks respondents to rate their likelihood of recommending a product or service, businesses may also choose to include additional questions to gather more detailed feedback. Some examples of additional questions that can be included in an NPS survey include:


Open-ended questions:

By responding to these questions, respondents can offer more precise feedback about their experiences with the product or service. Companies may ask respondents to elaborate on their overall experience or provide suggestions for improvement.


Demographic questions

The respondent’s age, gender, occupation, and other relevant information are all discovered through these questions. You can utilise this knowledge to better comprehend your target market and develop marketing plans that correspond to their needs.


Likert scale questions

On a scale from 1 to 5, respondents are asked to rate how much they agree or disagree with each item. For instance, businesses may ask respondents to rate how happy they are with a certain feature of the good or service, such usability or customer service.


Multiple-choice questions

Respondents are given a list of choices for these questions. Companies may ask consumers if they would suggest a good or service based on factors like price, value, or customer service.


Behavioral questions

These inquiries collect data regarding the respondent’s actual behaviour, such as whether they have previously recommended the product or service. Businesses can use this data to enhance their customer loyalty programmes and do analytical analyses of the NPS approach’s efficacy.