The Net Promoter Score (NPS) is a score ranging from -100 to 100 that measures the willingness of customers to recommend your brand. It is used to measure overall satisfaction and loyalty with your restaurant and the customer’s loyalty to the brand.
How is NPS calculated?
Customers are surveyed on one single question: "Based on this visit, how likely are you to recommend this brand to a friend or relative?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters.
Note: NPS is calculated separately on the Reputation management dashboard. Learn more about Reputation NPS here.
‘Detractors’ gave a score lower or equal to 3. They are not particularly thrilled by the experience. They, with all likelihood, won’t visit again and could potentially damage the company’s reputation through negative word of mouth.
‘Passives’ gave a score of 4. They are somewhat satisfied but could easily switch to a competitor’s offering given the opportunity. They probably wouldn’t spread any negative word-of-mouth, but are not enthusiastic enough about the restaurant to actually promote it.
‘Promoters’ answered 5. They love your restaurant. They are the repeat diners and are the enthusiastic evangelist who will recommend your restaurant to others.
(Number of Promoters — Number of Detractors) / (Number of Respondents) x 100
At one end of the spectrum, if when surveyed, all of the customers gave a score lower or equal to 3, this would lead to a NPS of -100. On the other end of the spectrum, if all of the customers were answering the question with a 5, then the total Net Promoter Score would be 100.
How to read NPS?
The basic construct of a Net Promoter Score is easy to understand, hence its popularity and widespread usage. If a company has more detractors than promoters the score will be negative and vice versa. NPS is helpful in that it can be used as motivation for employees to improve and to provide the best customer experience possible. The ultimate objective here is to convert customers who were less than happy or unimpressed into promoters who will put the word out and allow for increased revenues and profits.
To help to interpret the NPS score we use a traffic lighting system with the following thresholds:
56+ will be green
40-55 will be amber
Less than 40 will be red