Net Promoter Score (NPS) Survey Template
Would they recommend you?
Questions it can answer
- How likely are customers to recommend us and how is that changing over time?
- How loyal are customers to our organization, product or service?
- Would our customers use our organization, product or service again?
What is a Net Promoter Score (NPS) survey?
Net Promoter Score (NPS) measures customer perception using one simple question: “How likely are you to recommend us to a friend or colleague?” Respondents choose their answer on a 0-10 scale. Calculating the score is simple: take the percentage of people that scored 9 or 10 and subtract the percentage that scored 0-6. NPS is one of the most widely used metrics for measuring customer experience.
Related guide: For benchmarks, sampling and acting on the results, see our Net Promoter Score guide.
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The questions in this template
These are the questions in the Great Question NPS survey template. Replace the text in angle brackets with your own.
How likely are you to recommend <insert organization / product / service> to a friend or colleague?
Linear Scale
Not at all likelyExtremely likely
Why did you provide that score?
Long Text
What can we do to improve?
Long Text
Advantages
- Very easy to setup the survey and analyze the results
- Executives love NPS because it's quick and simple to understand
- Customers consider the entire experience with the organization, product or service
Limitations
- NPS is so popular with executives that organizations can become focused on improving the score rather than improving the customer experience
- Contextual detail about what's causing the score is often missing from the survey and reporting of the result
- Isolated elements of the customer experience can artificially boost or lower the score, especially when those experiences are closest to the time the survey is completed
Frequently asked questions
What is the NPS question?
"How likely are you to recommend [company] to a friend or colleague?" answered on a 0 to 10 scale from "Not at all likely" to "Extremely likely". Follow it with an open question, such as "Why did you provide that score?", so you know what is driving it.
How do you calculate NPS?
Group answers into promoters (9 or 10), passives (7 or 8) and detractors (0 to 6). Subtract the percentage of detractors from the percentage of promoters. The score runs from -100 to +100.
What should I ask after the NPS question?
This template asks two follow-ups: why they gave that score, and what you can do to improve. Keeping the survey to three questions helps the response rate.