Net promoter score (NPS) is the gold standard of customer experience metrics.

NPS scores are measured with a single-question survey and reported with a number from the range -100 to +100, a higher score is desirable.

How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?

Respondents give a rating between 0 (not at all likely) and 10 (extremely likely)

Promoters respond with a score of 9 or 10 and are typically loyal and enthusiastic customers.
Passives respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters.
Detractors respond with a score of 0 to 6. These are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.

It’s simple to calculate your final NPS score – just subtract the percentage of Detractors from the percentage of Promoters.

Relational NPS surveys are deployed on a regular basis (i.e.- quarterly or annually). The goal is to get a periodic pulse on your customers and understand how they simply feel about your company overall.

Transactional NPS surveys are sent out after the customer interacts with your company (i.e.- a purchase or support call). It’s used to understand customer satisfaction on a granular level and provide feedback about a very specific topic.

The goal is to gain loyal customers who become brand evangelists instead of consumers.

Try to avoid demographic questions in the survey if they are not needed