60+ best NPS® survey questions with examples and templates

Positive word of mouth is one of the most effective ways to grow your business. That’s why Net Promoter Score®, or NPS®, is an important metric to monitor. To find out whether your customers are willing to share your product or service with a friend, you can send out NPS survey questions.

But asking just any question won’t offer the results you need — asking the right questions will. If you want to gather clear insights into customer loyalty and satisfaction, you must position your NPS survey questions appropriately. In this article, you’ll learn how to create a survey using NPS questions, what kinds of NPS survey questions are best (with examples), and which tools can be used to help streamline your process.

Understanding Net Promoter Score: What is NPS?

Net Promoter Score is one of the most widely used customer satisfaction metrics in the business world. It measures how likely a customer is to recommend you or act as a “promoter” for your brand.

That likelihood is typically measured on a scale from 0 to 10, with 10 indicating the highest chance of recommending your brand to others. Based on their NPS numbers, respondents are categorized into three key groups:

• Promoters (9–10) are loyal enthusiasts who will make repeat purchases and share with others.
• Passives (7–8) are customers who are satisfied but not likely to advocate for your brand.
• Detractors (6 or lower)  are individuals who may damage your brand by speaking poorly about you to their peers.

Learning how to calculate NPS is easy. First, find the percentage of your respondents who are promoters and the percentage who are detractors. Then, subtract your detractor percentage from your promoter percentage. The resulting number will be your Net Promoter Score, which can range from -100 to 100.

By asking the right questions and calculating your score, your business can assess the effectiveness of its customer loyalty strategy and gather insights into how to improve NPS moving forward.

Asking the right NPS questions and why it matters

While taking the time to ask any NPS survey questions is a step in the right direction, the quality of your questions will determine the accuracy of the responses you receive and the insights you gain.

Building an effective Net Promoter Score survey requires specificity. Targeted questions that focus on specific aspects of your customer experience, for example, can yield more actionable takeaways than general ones. While general NPS questions may provide a high-level overview of your brand perception, they are unlikely to offer any tips on where or how to improve.

Before you start designing your Net Promoter Score survey, make sure you’ve taken the proper steps to avoid these common pitfalls:

• Creating a survey that’s too long
• Sending a survey too soon, too late, or at the wrong time
• Sending too many surveys
• Not providing opportunities for qualitative feedback
• Not including follow-up questions
• Using vague or biased questions

The final item on this list, vague or biased questions, can be particularly detrimental to the reliability of your results. Framing your questions properly is essential for producing accurate, helpful feedback. Be sure to phrase your questions so they are easy to understand, and use neutral language to avoid bias. For example, ask respondents to rate their experience using a range of options. This phrasing offers everyone — even unhappy customers — the chance to express their true feelings.

Without an opportunity to give honest feedback, your brand can’t grow and evolve. This makes your choice of NPS survey questions central to your overall success.

60+ examples of the best NPS questions

The NPS questions you choose will depend on the type of feedback you’re looking to collect. Questions can range from general to experience-specific.

No matter which questions you use, it’s critical to keep your phrasing clear and concise, avoiding any potentially biased language. Also, include an even mix of scale-based and open-ended questions to generate both quantitative and qualitative feedback.

To build your own Net Promoter Score survey, check out the following NPS survey examples and consider how each question could help you uncover the answers you’re looking for.

General relationship NPS questions

1. On a scale of 0–10, how likely are you to recommend our company to a friend or peer?
2. What is the main reason for the score you selected?
3. How well does our company meet your expectations?
4. On a scale of 0–10, how likely are you to continue doing business with us?
5. What aspects of your overall experience, if any, have been the most valuable?
6. What aspects of your experience could be improved?
7. How confident are you in our ability to meet your needs over time?
8. On a scale of 0–10, how well do we deliver consistent value?
9. What initially motivated you to choose our company?
10. How has your perception of our company changed since you first became a customer?
11. On a scale of 0–10, how easy is it to work with our company?
12. What would make our partnership more beneficial to you?
13. Is there anything you would like us to know about your overall experience?

Product- and service-specific NPS questions

1. On a scale of 0–10, how likely are you to recommend our product/service to a friend or peer?
2. How well does our product/service meet your specific needs?
3. What problem does our product/service solve for you?
4. On a scale of 0–10, how satisfied are you with the reliability of our product/service?
5. Which product/service features do you use most frequently?
6. What, if anything, limits the value you get from our product/service?
7. On a scale of 0–10, how would you rate the overall quality of our product/service?
8. How does our product/service compare to others you have tried?
9. What improvements would most increase the value of our product/service for you?
10. On a scale of 0–10, how well does our product/service fit into your daily life?
11. What surprised you the most about our product/service?
12. What would prevent you from continuing to use our product/service?
13. Is there anything else you’d like to share about our product/service?

Customer service experience NPS questions

1. On a scale of 0–10, how likely are you to recommend our customer support to others?
2. How satisfied are you with your most recent customer service interaction?
3. What do you think worked well during your recent support experience?
4. On a scale of 0–10, how responsive was our support team?
5. How effectively was your issue or question addressed?
6. What could we do to improve future support interactions for you?
7. On a scale of 0–10, how knowledgeable did our support staff seem?
8. How easy was it for you to get the help you needed?
9. What channels (email, phone, chat, etc.) do you prefer for support, and why?
10. On a scale of 0–10, how confident are you in our team’s ability to resolve your concerns?
11. In your experience, what types of issues seem to take our team the longest to resolve?
12. How does our customer service compare to other companies you’ve worked with?
13. Is there any additional feedback you’d like to share about our customer service?

Feature or update feedback NPS questions

1. On a scale of 0–10, how likely are you to recommend our product/service based on its current features?
2. How satisfied are you with our recent feature updates?
3. Which recent feature addition or update, if any, has been useful for you?
4. On a scale of 0–10, how well do our new features meet your expectations?
5. On a scale of 0–10, how easy was it to understand our recent updates?
6. What challenges, if any, did you encounter with our recent changes?
7. On a scale of 0–10, how well do we communicate about upcoming changes?
8. What features do you feel are missing from our product/service?
9. How do updates impact your day-to-day use of our product/service?
10. On a scale of 0–10, how confident are you in the direction our product is going?
11. What types of updates would provide the most value to you?
12. How do you typically learn about new product/service features or updates?
13. Is there anything else you would like to say about our new features or updates?

Brand perception NPS questions

1. On a scale of 0–10, how likely are you to recommend our brand to others?
2. In your opinion, what words or phrases best describe our brand?
3. How well does our brand align with your values and priorities?
4. On a scale of 0–10, how trustworthy do you consider our brand?
5. What most influences your perception of our brand?
6. How does our brand stand out from similar competitors?
7. On a scale of 0–10, how consistent is our brand?
8. What, if anything, has strengthened your perception of our brand?
9. What, if anything, has weakened your perception of our brand?
10. On a scale of 0–10, how clearly do we communicate our brand’s value?
11. How has your perception of our brand changed over time?
12. What could we do to improve how our brand is perceived?
13. Is there any other feedback you’d like to share about our brand?

Choosing the right types of NPS questions

The right questions for your Net Promoter Score survey are determined by your reasons for collecting feedback in the first place. Since your intentions for administering an NPS survey may shift from situation to situation, it’s important to understand these different reasons so you can make strategic decisions about which questions to ask in certain circumstances.

Relationship NPS questions

Relationship NPS questions measure customers’ long-term satisfaction with your brand. These kinds of questions are meant to gather metrics surrounding a customer’s entire experience, rather than a single interaction rating.

Relationship NPS questions are not tied to a particular purchase. They’re sent periodically (quarterly, annually, or at your preferred interval) to gauge how customers perceive your brand.

If you’re looking for an overall health check on your brand’s reputation and customer loyalty, relationship feedback questions are your best option. These questions will help you identify which aspects of your user experience are driving customer loyalty — as well as any potential issues that could be holding back your brand.

Transactional NPS questions 

After a customer interacts with your brand, transactional NPS questions help you understand what went right (or wrong) during that specific experience. Such NPS survey questions are often sent immediately after sales conversions, customer service phone calls, events, and other interactions to capture real-time customer feedback.

You can send transactional feedback questions to learn more about the impact that specific interactions have on the customer’s journey. Is your customer service team improving loyalty? Is your checkout experience too complex? How likely is a customer to recommend your brand from a single interaction?

These types of questions offer actionable insights into individual parts of your overall customer experience, helping you make informed decisions to improve and remove potential bottlenecks in your service.

Follow-up and open-ended NPS questions

Many NPS survey questions use numerical ratings to help respondents provide quick, quantitative feedback on the customer experience. But these questions don’t get into the why behind your customer’s Net Promoter Score. Including follow-up or open-ended questions, however, allows your customers the opportunity to elaborate on their responses.

It’s important to mix in these types of questions with scale-based questions to generate more comprehensive, actionable insights. NPS follow-up questions can transform a hard-to-interpret numerical score into a clearly stated opinion, making your survey responses easier to analyze and understand.

Analyzing and interpreting NPS responses

NPS score interpretation requires more than just calculating a single metric. Once you take qualitative data and user segmentation into account, the NPS score interpretation process becomes rather complex.

Start by segmenting your users into detractors, passives, and promoters. To do this, look at the scale-based responses from your Net Promoter Score survey as well as the user categories we mentioned previously and determine how many responses fall into each group.

Once you’ve segmented your overall respondent base into detractors and promoters, subtract the number of detractors from promoters to calculate your NPS. This number is your starting point for the Net Promoter Score interpretation and analysis process. Your score — whether it’s high or low — should give you a general idea of your brand’s overall popularity.

For deeper considerations, review the qualitative feedback from your survey next. Why are people responding the way they are? What makes promoters resonate with your brand? What is driving away detractors, especially those with strong negative responses?

Separating your data into target groups can also reveal insights into how certain demographics feel about your brand, how users respond to particular products, or what users at specific customer stages encounter along their journey. If you’re interested in breaking down results into these categories, make sure to include survey questions that are framed to collect that information.

Analyzing your results over time gives you perspective on how any changes you’re making impact your customers’ brand loyalty and perception. But it’s important to know what to keep an eye out for when analyzing your results long term. To better understand the impact of these changes, keep these considerations in mind when interpreting your Net Promoter Score:

• Look at the trend, not the number — Is your NPS rising or falling? Is it staying the same? If so, what changes are you seeing in qualitative feedback? By what percentage are you gaining and losing detractors or promoters?
• Combine with qualitative feedback — Qualitative feedback offers a more detailed understanding of the impact from changes you make. Note any significant shifts in opinion over time, and use these results to continue adjusting your strategy.
• Contextualize the results — Use industry benchmarks to help understand how effective you are compared to the competition. Keeping internal events (such as new product features) in mind can also offer insight into how specific changes have impacted your score.

Look at the whole picture and use effective survey questions to make calculating your results easier and enhance the benefit you receive from doing so.

Writing effective NPS questions: Best practices

Although we’ve provided examples of NPS survey questions you can use, it’s important to keep certain factors in mind while creating your own. And the most essential element of any effective NPS survey is brevity: Keep it short.

Overly long questions and surveys can deter customers from responding. Keep questions short — ideally, only a single sentence long — and use straightforward language, avoiding industry jargon as much as possible. Net Promoter Score surveys should optimally have just one to three questions. However, if you’re looking for a wider range of responses, you can add up to six questions and still likely maintain effectiveness.

As mentioned earlier in this article, eliminating survey bias and confusion in your NPS survey questions is vital to securing the clearest and most honest feedback possible. To avoid unintended bias, use these tips when drafting feedback questions:

• Use neutral language, avoiding words that might steer emotions, such as excellent, love, or great.
• Avoid leading questions that suggest a preferred answer, such as “Don’t you agree our product is the best?”
• Keep each question focused on a single point. Combining questions can muddy results and confuse respondents.
• Make sure any scale-based questions are visually balanced and offer a full range of answers.
• Offer anonymity to help users feel like they can answer without the risk of repercussions.
• Test your questions with a pilot group to catch any bias or confusing language before sending out your final survey.

In addition to proper phrasing, you’ll also need to create a compelling mix of questions, including follow-up questions. Ask follow-up NPS questions immediately after a standard scoring question so that respondents can respond with their feedback still fresh in mind.

Tailor your follow-up questions to fit your respondents’ answers using conditional logic. For example, if a respondent rates your services as a nine, they should receive a follow-up question aimed at promoters.

NPS survey questions should also align with your business goals. They should be both well phrased and positioned to collect feedback about the specific feature you want to know more about, whether that be a product, service, experience, or otherwise. Aligning your questions with specific business objectives will help you get the exact insights you need and calculate your Net Promoter Score more easily.

Creating an NPS survey and calculating scores easily

Creating an NPS survey should be easy — especially when done effectively with the right tools. That’s why solutions like Jotform Free Online Survey Maker are so beneficial for streamlining the NPS survey creation process.

With the help of Jotform’s drag-and-drop survey builder tool, you can quickly create custom NPS surveys featuring the questions needed to collect effective feedback. You can also personalize your forms for different customer journeys using the platform’s conditional logic features. Every respondent will receive a custom experience tailored to their responses, ensuring you collect the right information from the right users.

Looking for a way to avoid building surveys from scratch? Jotform has you covered with a full library of survey templates, including a pre-built Net Promoter Score form that you can customize and send in minutes. All templates are available in both classic and card form and can easily be adjusted to fit your branding.

It’s also easy to send your feedback forms to customers using an NPS survey email. Jotform forms can be embedded within any email. And if you want to send your NPS survey a different way, Jotform offers a wide range of other sharing options to help facilitate omni-channel feedback collection.

Jotform Surveys help you automate the NPS feedback collection and analysis processes by natively integrating with the other powerful tools in the Jotform suite, including

• Jotform Workflows
• Jotform Tables
• Jotform AI Agents
• Jotform Report Builder

Using these solutions, you can take your feedback collection process to the next level and enhance the benefits your NPS surveys have to offer.

Collecting NPS feedback: Get started today

Just as human beings do, a business must continue to learn and evolve to improve over time. That’s why consistent tracking of your Net Promoter Score is so important. Keeping a finger on the pulse of your customers’ opinions can help you find new solutions, avoid recurring problems, and elevate your brand in the long term.

NPS feedback collection can bolster your customer service and retention efforts. By knowing what your customers do and do not like, you can tailor your brand experience to turn detractors into promoters. User-friendly tools like Jotform Surveys make it easy to send the right NPS survey questions to respondents for greater insight into your brand loyalty.

Net Promoter^®, NPS^®, NPS Prism^®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score^SM and Net Promoter System^SM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.