We score the answers to the ultimate question on a simple zero-to-ten scale. This scale is familiar and easy for customers to understand. First, it avoids people mixing up the ends of the scale by erroneously selecting "one" on a one-to-ten scale (a zero is never a good score). Second, it provides enough choice so respondents don’t default to a score of "five out of five" for satisfactory experiences.
With the 11-point scale, we see actual behavioral differences from those who score nines and tens versus those who score zeroes and sixes. These behavioral differences are linked to economic value, the true power of understanding your NPS.