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NPS

Measure customer loyalty and advocacy with NPS in Zonka Feedback using the 0–10 recommendation scale.

Abhishek avatar
Written by Abhishek
Updated this week

The NPS (Net Promoter Score) question type helps you measure customer loyalty and likelihood to recommend your brand, product, or service. Respondents answer on a 0–10 scale, making it one of the most trusted CX metrics worldwide.

Use NPS when:

  • You want to know how likely customers are to recommend you

  • You’re tracking customer loyalty and advocacy over time

  • You need a benchmark metric for customer experience

📌 NPS is available on all Zonka Feedback plans.

In this article

  • What is NPS?

  • How NPS is calculated

  • Where to use NPS

  • How to add an NPS question

  • Customization options

  • Things to keep in mind

What is NPS?

  • Customers rate: “On a scale of 0–10, how likely are you to recommend us to a friend or colleague?”

  • Scores classify respondents into three groups:

    • Promoters (9–10) → Loyal advocates who are likely to recommend

    • Passives (7–8) → Satisfied but less enthusiastic

    • Detractors (0–6) → Unhappy customers who may discourage others

  • Provides a single, easy-to-understand loyalty metric.

How NPS is calculated

NPS = % Promoters – % Detractors

  • The score ranges from –100 to +100

  • A positive score (>0) indicates more promoters than detractors

  • A higher score suggests stronger customer loyalty

Where to use NPS

  • Relationship surveys (quarterly, yearly) to track loyalty trends

  • Transactional surveys after interactions like purchases or support

  • Benchmarking customer experience across teams, products, or locations

How to Add an NPS Question

To add an NPS question into your survey:

  • Go to the Survey Hub and select the survey you want to edit.

  • Open the Build section.

  • In the Question Types Panel, choose NPS under the CX Metrics category.

  • Drag and drop the NPS question into your survey.

  • Click on the question to customize the label, for example: “How likely are you to recommend us to a friend or colleague?”)

Customization options

  • Question Label: Edit wording to fit your brand tone

  • Scale Display: Numbers with optional labels (0 = Not Likely, 10 = Extremely Likely)

  • Follow-up Questions: Add open-text like “What’s the primary reason for your score?”

  • Make Required: Ensure NPS is always answered

  • Apply Logic: Show different follow-ups to detractors, passives, or promoters

Things to keep in mind

  • NPS is a global CX standard for measuring loyalty

  • Works well across industries and business types

  • Best used in combination with CSAT or CES for a full CX view

Frequently Asked Questions

What is a good NPS score?
Above 0 is good, 50+ is excellent, and 70+ is world-class.

Can I customize NPS labels?
Yes, you can add text labels to clarify each end of the scale.

Is NPS available across all survey channels?
Yes, you can collect NPS via email, SMS, web, in-app, WhatsApp, kiosks, and more.

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