You have a negative NPS (Net Promoter Score) score (e.g., -25%) in a Comparison report and have received a client ticket to investigate why this is happening.
The Net Promoter System is a philosophy and set of practices centered around measuring whether brands are treating customers in a way that leads to long-term growth and "good profits" or short-term revenue gain at the expense of long-term growth ("bad profits").
This article will describe how an NPS score is calculated and explain why getting a negative score is possible.
NPS Calculation
The score is calculated based on the NPS model. (NPS = % of promoters - % of detractors), This brings the possibility of negative scores if there are more dissatisfied customers for a particular measure than satisfied customers for the same measure.
The Net Promoter Score can be based on a 5-point or 11-point scale. Consumers are asked how satisfied they are with a company's products or services. Ratings on this question are then divided into three categories:
- Promoters (Highly Satisfied; 9s and 10s on the 11-point scale) (5s on the 5-point scale)
- Detractors (Less than Satisfied; 0–6 on the 11-point scale) (1-3 on the 5-point scale)
- Passives (those only Satisfied; 7s and 8s on the 11-point scale) (4s on the 5-point scale)
In this example, you have 16 responses to a question based on a 5-point scale.
| 3 Highly Satisfied (5s) | 8 Satisfied | 5 Less Than Satisfied |
| Promoters |
Passives Not included in the calculation |
Detractors |
Subtract the Detractors from the Promoters and divide by the total number of Promoters and Detractors. Do not include Passives.
(3 – 5) ÷ 8 = -25%
Please Note
The smaller the sample size, the more likely you are to get a negative score. The best practice is a minimum of 30 responses to reflect an accurate score.
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