<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 between 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 toward the total number of respondents, thus decreasing the percentage of detractors and promoters and pushing the net score toward 0 . </P> <P> Companies are encouraged to follow the likely - 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> <P> Reichheld and Markey say the rating and answers to the "Why?" question provide all that is needed to identify reference customers and improvement opportunities . While this may be the case, the lack of any easy way to automatically analyze the verbatim answers without human bias is problematic . The response of many companies to the problem has been to add additional questions with rating scales . </P> <P> Additional questions can be included to assist with understanding the perception of various products, services, and lines of business . These additional questions help a company rate the relative importance of these other parts of the business in the overall score . This is especially helpful in targeting resources to address issues that most impact the NPS . Companies using the Net Promoter System often rely on software as a service vendors that offer a full suite of metrics, reporting, and analytics . </P>

How likely is it that you would recommend this company to a friend or colleague