- Promoters (score 9-10) love you, and are loyal advocates for your brand
- Passives (score 7-8) quite like you, but would go elsewhere for a better deal or experience
- Detractors (score 0-6) don't like you so much, and may share their displeasure
It does appear that way, as many would see a score of 7/8 as OK, when in reality it just about equates to satisfactory, which is not great for customer retention and referrals. Some businesses might also consider a 5 or 6 as average but these customers are telling you there is a problem and so they are very unlikely to come back for more. However, you are only benchmarking against yourself. If your score is rather low, you obviously need to improve your customer experience.
Are you allowed more than one question?
It is up to you. Some companies include further questions on the 0-10 scale, or follow up with open ended questions. Clearly this involves more work and may reduce response rates so our advice is ideally limit the survey to one question but provide a text box where respondents can add more detail if they want to. NPS is an effective and efficient way to determine if you are seeing year-on-year improvements on how customers’ view your brand. If you want to know more about NPS, then download our free guide.
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