The ambassador score is based on the concept of promoters, passives and detractors.
It is determined whether a respondent is a promotor, passive or detractor by the respondent's answer on the question "How likely are you to recommend the club to friends, family or colleagues?".
- A promoter has answered 9 or 10
- A passive has answered 7 or 8
- A detractor has answered between 0 and 6
The ambassador score is calculated by subtracting the share of detractors from the share of promoters.
Thus, the NPS can vary from -100 (all respondents being detractors) to 100 (all respondents being promoters).
As an example, if you have 60 % promoters and 20 % detractors, your ambassador score is 40 %.