Responses are measured on a scale from 0-10, 0 being "not a chance" and 10 being "you guys are the best and I love you". It's also typically followed-up with an optional, open-ended question to capture qualitative comments.
The response score itself is segmented into 3 categories:
- Promoters (9-10): These are customers who correlate to high satisfaction and loyalty to your business. These are people who come back for more and make sure to instagram/tweet/facebook post about it to all their friends, fueling growth for your business.
- Passive (7-8): Customers that may be for the most part indifferent about your brand. Arguably they are sufficiently satisfies, or have just "settled" with your offering.
- Detractors (0-6): The unhappy, "not likely to say good things about you", customers. This segment of respondents has a significant chance of churning/cancelling (in the SaaS context) or halt future purchases. Additionally, they can introduce negativity to your brand, and even impede growth through their negative evangelism.
The overall NPS metric for the customer base is then calculated on the difference in the % of promoters and % of detractors in your surveyed sample.