What’s a Net Promoter® Score?

npsA Net Promoter Score (NPS®) is a simple metric based on a question that asks how likely a person is to recommend a company to a friend or colleague using a numeric scale of 0-10, ten being extremely likely and zero being not at all likely. Responses to this question are divided into three categories: Promoters (give a rating of 9-10), Passives (give a rating of 7-8), and Detractors (give a rating of 0-6). The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Inaveroʼs Net Promoter survey includes two additional questions, which allow for open-ended responses. The first asks the reason for the numerical rating provided in response to the Net Promoter question, and the second asks what the company could be doing differently to increase the value of their services.

Responses to the Net Promoter question are divided into 3 separate categories:

  • Promoters: Respondents who answer a 9 or 10 are highly satisfied and loyal. They represent your firm’s strongest allies and are most likely actively promoting your firm to others.
  • Passives: Respondents who answer a 7 or 8 are most likely satisfied, but somewhat indifferent and do not feel loyal to your staffing agency.
  • Detractors: Respondents who answer 0 through 6 are at high risk of leaving to work with a competitor. Even worse, not only are detractors not likely to refer your agency, they are most likely to spread negative reviews regarding their experience with you.

The concept of the Net Promoter Survey was created by Fred Reichheld at Bain & Company and Satmetrix. The Net Promoter Score or NPS® was introduced by Fred in 2003 in his Harvard Business Review Article called “The One Number You Need to Grow”.