What are common NPS scales?

What are common NPS scales?

There are 3 typical scales that you see used on Net Promoter Score survey questions:  The traditional 11-Point numerical scale, the simplified 5-phrase scale, and the basic 3-icon scale.  Each scale has its pro's and con's.  As a general rule, you want to choose a scale and stick with it.  Changing scales from survey to survey makes historical comparisons difficult, if not impossible.  

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Traditional 11-Point Scale

PRO: Customers who won't ever give a top score can give a 9, which is still a Promoter. Use of 0 is hard for customer to confuse with a 'good' rating, hence minimizes incorrect choice.

CON: More granular choices makes it harder on respondent.

Simplified 5-Phrase Scale

PRO: Fewer choices makes it easier on the respondent.

CON: Happy customers who never give top scores are grouped as Passive.

Basic 3-Icon Style

PRO: Very simple on the respondent.

CON: No granularity makes it hard to determine the degree to which a customer is (or is not) satisfied.