Net Promoter Score Survey Questions

Net Promoter Score survey questions

Net Promoter Score surveys measure recommendation intent and help teams understand customer loyalty. A good NPS survey is short, consistent, and paired with at least one follow-up question that explains the score.

The score gives you a simple loyalty signal. The follow-up question gives you the insight needed to improve the customer experience.

The standard NPS question

The primary question used in NPS surveys is:

How likely are you to recommend our company to a friend or colleague?

Customers respond on a scale from 0 to 10. Scores of 9 and 10 are promoters, scores of 7 and 8 are passives, and scores from 0 through 6 are detractors.

Source

General NPS follow-up questions

A follow-up question should be easy to answer and open enough for customers to explain the reason behind their score.

• What is the primary reason for your score?
• What could we improve?
• What do you value most about our product or service?
• What almost stopped you from recommending us?
• What would make your experience better?

Questions for promoters

Promoter feedback helps you understand what creates loyalty and what should be protected or repeated.

• What do you like most about our product?
• What made your experience worth recommending?
• Which feature, service, or team helped you the most?
• Would you be open to sharing a review, testimonial, or referral?
• What should we keep doing?

Questions for passives

Passives are often the most overlooked group. They may be satisfied enough to stay, but not enthusiastic enough to recommend.

• What would have made your score a 9 or 10?
• What is missing from your experience today?
• What could we make easier?
• What would make you more confident recommending us?
• Is there anything that feels just okay rather than excellent?

Questions for detractors

Detractor feedback helps identify problems that may affect retention, reviews, referrals, and trust.

• What went wrong with your experience?
• What should we fix first?
• What made you give this score?
• Was there a specific moment that caused frustration?
• Would you like someone from our team to follow up?

NPS survey best practices

• Keep the main rating question consistent over time.
• Ask one clear follow-up question instead of a long survey.
• Do not combine multiple experiences in the same question.
• Send transactional surveys soon after the experience.
• Protect customer trust by acting on feedback, not just collecting it.
• Segment results so one average does not hide important differences.

Calculate your NPS score

After collecting responses, use the Net Promoter Score Calculator to calculate your score and response breakdown.

Then review the follow-up comments by promoters, passives, and detractors to decide what to improve.