How to Calculate Net Promoter Score (NPS) in Tableau
Net Promoter Score (NPS) is a widely used market research metric that gauges the likelihood of customers recommending products or services to others. The NPS question consist of a rating scale of 0 to 10 – which is used to categorize the respondents as either ‘Promoters’ – those that provide a rating of 9 or 10, ‘Passives’ or ‘Neutral’ – those that provide a rating of 7 or 8, and ‘Detractors’ – those that provide a rating of 6 and below.
The NPS score is then computed by taking ‘the percent of promoters’ minus ‘the percent of detractors’.
NPS Score = (% of Promoters - % of Detractors)
Note, the NPS score ranges between -100 to +100, where a score of above zero is considered good, with a score above 50 being considered excellent, and a score above 70 being considered world-class.
Example of a NPS question
A good example of a net promoter score question - is the question below.
Quiz: How likely are you to recommend our products and services to a friend or a colleague? (Which is a rating scale of 0 to 10)
Such a survey question, would result to a sample data shown below (which is dummy data in this case)
(Note, this sample data consists of two columns, that is - the Respondent ID (a unique identifier of each respondent) and their rating for the question).
Computing the NPS Score
Before you compute the NPS score, lets first categorize the respondents as either ‘Promoters’, ‘Passives’ or ‘Detractors’ using the calculation below.
(The above calculation categorizes respondents with a rating of 9 or 10 as ‘Promoters’, those with a rating of 7 or 8 as ‘Passives’, and those with a rating of 6 and below as ‘Detractors’).
Next, compute the NPS score using any of the two calculations below.
(The above calculation computes the percent of promoters – that is, (total number of promoters/total respondents) minus the percent of detractors – that is, (total number of detractors/total respondents)).
Note you can also achieve the same results using the calculation below.
Next, lets show the NPS score by dragging any of the above two calculations to the label/text shelf - and format the value into percent.
(From the resulting view, the NPS score is 3.33% - which is a good indication)
Note you can visualize your NPS Score to tell a better story, where users can instantly see the NPS score as well as the percent of Promoters and Detractors as shown in the view below.
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