Net Promotor Score

The Net Promoter Score (NPS) is developed by Fred Reichheld, founder of the global consulting firm Bain & Company. He discovered in 2004 the method at Enterprise Rent-A-car and made the method generally applicable and published the book:

‘The Ultimate Question’.

NPS is based on fundamental understanding that customers of a company can be divided into three categories:

  1. Promoters, are enthusiastic and loyal. They remain at a company buy and encourage their friends to do the same.
  2. Neutral, clients are satisfied but not enthusiastic, they can easily be approached by competition.
  3. Critics, are dissatisfied customers who are trapped in a bad relationship.

Depending on the answer to the ultimate question, customers can be classified in one of these categories.

The ultimate question is quite simple:

‘How likely is it that you will recommend our company to a friend or colleague?’

Promoters’ indicate a 9 or 10, ‘Passives’ a 7 or 8 and ‘Critics’ a number less than 7.


The NPS score will be calculated by decreasing the Promotors percentage with the Critics percentage.

Additional open questions, specifically on the service or the product, provides insights on which improvement / action can be taken by  the organization. The customer is expressly asked for ideas, comments and suggestions how the service /product can meet their needs.

You can download NPS example questionnaires via the following links: Client Satisfaction NPS B2B, Customer Satisfaction Survey NPS Complaints, Client Satisfaction NPS Course

Net Promotor Score

Get an introduction to NPS, the next generation of the groundbreaking Net Promoter methodology. Find out how Net Promoter has evolved to incorporate years of experience and real-world application and learn about the four pillars of NPS. Get an overview of how to apply each aspect of the methodology to your business.

You can download the NPS e-book via the following link: Satmetrix eBook NPS.

You will also find more specific information in the literature, shown in the left section of the NL page.

*Source: The Ultimate Question, Frederick F. Reichheld, 2009 and