<P> Net Promoter Score (NPS) measures the loyalty that exists between a provider and a consumer . The provider can be a company, employer or any other entity . The provider is the entity that is asking the questions on the NPS survey . The consumer is the customer, employee, or respondent to an NPS survey . </P> <P> The Net Promoter Score is calculated based on responses to a single question: How likely is it that you would recommend our company / product / service to a friend or colleague? The scoring for this answer is most often based on a 0 to 10 scale . </P> <P> Those who respond with a score of 9 to 10 are called Promoters, and are considered likely to exhibit value - creating behaviors, such as buying more, remaining customers for longer, and making more positive referrals to other potential customers . Those who respond with a score of 0 to 6 are labeled Detractors, and they are believed to be less likely to exhibit the value - creating behaviors . Responses of 7 and 8 are labeled Passives, and their behavior falls in the middle of Promoters and Detractors . The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters . For purposes of calculating a Net Promoter Score, Passives count towards the total number of respondents, thus decreasing the percentage of detractors and promoters and pushing the net score towards 0 . </P> <P> Companies are encouraged to follow the likelihood to recommend question with an open - ended request for elaboration, soliciting the reasons for a customer's rating of that company or product . These reasons can then be provided to front - line employees and management teams for follow - up action . Local office branch managers at Charles Schwab Corporation, for example, call back customers to engage them in a discussion about the feedback they provided through the NPS survey process, solve problems, and learn more so they can coach account representatives . </P>

The 3 types of customers in the nps model