Best net promoter score (NPS) questions

Knowing your customers is important for business success. The Net Promoter Score (NPS) helps measure customer satisfaction and loyalty effectively. By asking the right NPS questions, you can learn important information about what influences how customers see your brand. This article will show you examples and templates for effective NPS questions. This will help you improve customer experience.


Happy customers become brand advocates, driving positive word-of-mouth and repeat business. But how do you effectively measure that loyalty? Enter the Net Promoter Score (NPS), a simple yet powerful metric that provides valuable insights into customer sentiment.

This article explores NPS questions, helping you create effective surveys and maximize the potential of this useful tool. We’ll explore key NPS question examples and provide a handy template to get you started.

What is an NPS survey?

An NPS survey is a customer feedback tool to measure customer loyalty and satisfaction. Methodology centers on one key question. “How likely are you to recommend us (our product/service) to a friend or colleague?”

Net promoter score's core question

This question divides customers into three groups based on their scores.

  • Promoters (9-10): Loyal customers who will likely refer others to you.
  • Passives (7-8): Somewhat satisfied customers who might not readily recommend you.
  • Detractors (0-6): Unhappy customers who could potentially damage your brand through negative word-of-mouth.

Benefits of NPS surveys

One of the primary benefits of NPS surveys is their straightforwardness. Companies can swiftly and effortlessly collect crucial input from their clients by asking just a single question.

Moreover, NPS provides a unique and measurable method for evaluating customer satisfaction and loyalty.

Companies can utilize net promoter score surveys to discover what customers appreciate, dislike, and have indifferent feelings towards. This helps them improve and focus on making the customer experience better.

Open-ended follow-up question for NPS

They can also track changes in customer feelings over time to keep improving products and services.

Here’s why integrating NPS surveys into your customer feedback strategy is advantageous:

  • Simple and actionable: The core question is straightforward, providing a clear snapshot of customer sentiment.
  • Benchmarks performance: Track your NPS score over time and compare it to industry benchmarks to identify areas for improvement.
  • Identifies promoters and detractors: Understand who your brand champions are and address the concerns of unhappy customers.
  • Provides actionable feedback: Follow-up questions uncover the “why” behind the scores, guiding improvement initiatives.

NPS survey structure

A typical NPS survey consists of the NPS question and optional follow-up questions to gather additional insights. The structure is straightforward, making it easy for respondents to provide feedback.

Companies can use different ways like email, SMS, or websites to do NPS surveys. This helps more people take part.

NPS software

A successful NPS survey usually adheres to this format:

  • Introduction: Briefly thank the customer for their time and explain the purpose of the survey.
  • Core NPS question: “On a scale of 0 to 10, how likely are you to recommend [your product/service] to a friend or colleague?”
  • Follow-up questions (Optional): Ask customers more questions based on their rating to understand why they feel that way.
  • Closing: Thank the customer again for their feedback and express your commitment to continuous improvement.

Types of NPS survey questions and their appropriate usage

Apart from the fundamental NPS query, think about including these two extra types of questions:

  • Relational NPS: Focuses on overall customer experience and brand loyalty. Use these when gauging long-term customer sentiment.


“What is the primary reason you would endorse [your company/product/service]?”

  • Transactional NPS: Evaluates contentment with a particular interaction or acquisition. Utilize these to comprehend customer feelings following a specific point of contact.


“How satisfied were you with your recent customer service experience?”

nps calculator

Knowing when to use different surveys helps businesses get helpful feedback at different times during the customer journey.

Questions to ask in your NPS survey; Examples & templates

Crafting effective NPS survey questions is essential for gathering comprehensive feedback.

Rating survey questions provide quantitative data, while open-ended questions offer qualitative insights into the customer experience.

Rating questions can include the NPS question and follow-up questions about different parts of the product or service.

Open-ended questions allow customers to provide detailed feedback and suggestions, providing valuable context to complement quantitative data.

Rating survey questions

Asking to rate your business

Rather than using a vague “us“, you can easily substitute “us” in the typical question with your “business name“.


“On a scale from 0 to 10, how inclined are you to recommend our (product/company) to a friend or colleague?”

This question from NPS helps you see how happy customers are with your business and their overall feelings about it.

You can also ask them directly about how they have interacted with your company.


“Considering your experience with [your business name,] how likely are you to recommend us to a friend or colleague?”

Asking customers to rate products or services

Utilize these to collect particular feedback on various elements of your product or service.


“How likely are you to recommend (our product/company) to a friend or colleague?”

“Considering your experience with [your business name,] how likely are you to recommend us to a friend or colleague?”

“On a scale of 0 to 10, how probable is it that you would recommend this feature to a friend or colleague?”

Rating a purchase or interaction experience

A transactional NPS survey asks customers to rate a recent interaction after a service, purchase, or onboarding experience.

detractors passives and promoters

This aids in identifying any problems with a particular customer journey and enhancing it.


How likely are you to tell your friends and family about our(product/service) after your last experience?

“After your recent purchase, how inclined are you to recommend our (product/service) to your friends and family?”

“Having experienced our (product/service), what are the chances you would suggest us to a friend or coworker?”

Asking to rate customer service

You can get reviews for your support staff and feedback for your whole team.

You can use this to find unhappy customers and common problems in your support team. It can also help improve support staff performance.


“Rate our support staff or customer support service.”

“After your recent interaction with our support staff, how probable is it that you would recommend them to others?”

NPS open-ended survey questions

Encourage thorough reactions to gain a deeper insight into customer engagements.

NPS open-ended survey questions


“What can we do to improve your experience with our (product/company)?”

“Which feature or aspect of our (product/company) do you value the most?”

“Which feature or aspect of our (product/company) do you find the least fulfilling?”

“What elements were lacking in your interaction with our (product/company)?”

“In what ways does our product fulfill your requirements?”

“Which sectors require improvement?”

Thank you messages

Expressing gratitude to individuals who complete questionnaires is crucial. This helps build a good relationship and encourages them to take part in future surveys.

A simple thank you message shows customers that we value their time and feedback. Personalized messages that acknowledge their contribution and emphasize the company’s commitment to customer satisfaction can strengthen the relationship with customers.

Post-survey follow-up

Checking in on NPS data after the survey shows you care about their feedback and are working to address any issues.

This might mean listening to feedback, demonstrating how it improves customer experience, or offering rewards for increased participation.

Businesses can show customers that they hear and value their voices by closing the feedback loop.

For unhappy customers (Detractors), consider sending a personalized message to understand their concerns and find solutions.

How to make a good NPS survey

Creating an effective NPS survey requires careful consideration of NPS question wording, survey timing, and response analysis.

Use this NPS template.

Asking easy questions helps people understand you better. Asking at the right time can increase the number of responses.

Continuous iteration and improvement based on feedback received are essential for optimizing the survey for ongoing effectiveness.

Here are some tips for crafting effective NPS surveys:

  • Keep it concise: Aim for a short survey to avoid overwhelming respondents.
  • Personalize the experience: Address respondents by name whenever possible.
  • Mobile-friendly design: Ensure your survey is easy to complete on all devices.
  • Clear and concise questions: Use clear language for your audience to understand easily.
  • Act on the feedback: Analyze the data and implement changes based on customer insights.

In summary, NPS surveys serve as a potent instrument for gauging customer loyalty and contentment. Companies can leverage NPS surveys to improve the customer experience. You can achieve this by understanding the approach, advantages, framework, types of questions, and optimal strategies for execution.

Ready to unlock the power of NPS for your business? Use these strategies now to better understand your customers’ feelings, leading to business growth and success.

Start creating your NPS survey with Formaloo today! Formaloo’s user-friendly platform makes it easy to design, distribute, and analyze your NPS surveys.

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Best net promoter score (NPS) questions