The Net Promoter Score (NPS) is your first choice for measuring satisfaction and loyalty. Traditionally, NPS is used to determine the recommendation rate. That is why this 10-point scale is very popular for surveying employees.
The NPS is a subcategory of the Likert scale, in which responses are classified into three categories:
- Detractors (0–6): dissatisfied
- Passives (7–8): satisfied, but not loyal
- Promoters (9–10): satisfied and loyal
The main question of this question type is usually “On a scale of 1–10, how likely are you to recommend us?”
We recommend that you ask follow-up questions based on the responses.
For example, you can ask promoters what they particularly value about your brand.
You can ask passives for suggestions for improvement.
You can ask detractors how you can increase their satisfaction.
The questions for passives and detractors are often similar, because your goal is the same: to make visitors feel heard while also identifying suggestions for improvement or major problem areas.
Depending on the industry you are in or the specific information you want to obtain, you can specify the main question. For example: “How likely are you to recommend us based on our delivery time/return policy/cancellation terms/etc.?”