Discover the best NPS survey question example, templates, and tips to ask customers for net promoter score feedback, boosting your promoter base and NPS.
Approximate read time: 10 minutes
Looking for the best NPS survey question examples to improve your customer experience in 2023?
Then you can stop the search here.
In this post, we've compiled a list of the best NPS questions for customers to help you connect and develop happiness and loyalty. Whether you're an industry veteran or a rookie to NPS surveys, these examples will help you today!
Let's dive in.
- What are NPS surveys?
- Types of NPS questions to ask
- Benefits of NPS surveys and using them with your customers
- 12 Best Net Promoter Score questions to improve your NPS response rate
- Best practices for creating your NPS question templates
- How to use NPS follow-up questions for more information
- How to set up an NPS survey
What are NPS surveys?
Net Promoter Score (NPS) surveys are a way for companies to measure how likely their customers are to recommend their products.
They ask, "How likely are you to recommend our product/service to a friend or colleague?"
Customers then choose a number from 0 to 10, with 10 meaning they highly recommend you.
These customers are then broken down into three types:
- Promoters (9-10; your most loyal customers)
- Passives (7-8; satisfied customers with no loyalty)
- Detractors (0-6; unhappy customers)
Naturally, the idea is to get as many promoters as possible, and NPS data is a great way to find out how to do that.
And that's because of the second question you can add.
Asking an open-ended question is ideal. An open-ended question lets you dive deeper into what the customer wants to see from your business.
But we'll dive into these in a bit.
So, to calculate your NPS score, you take the percentage of Promoters minus the percentage of Detractors.
Let's now check out the types of NPS survey questions in more detail for what questions are on an NPS survey.
Types of NPS questions to ask
Generally, there are two types of survey questions: a primary question and follow-ups.
1. Primary NPS question
This question asks customers to rate your product/service on a scale.
Usually, it's 0-10, but you can use one of your own if you wish. The response to this question is used to calculate your overall NPS score. So, nailing this and getting customers to respond is crucial.
2. Follow-up questions
These are open-ended questions that help pull more information from your customer.
Whether it's areas of improvement, features they like the most, or simply asking for a review.
These questions are customized to your business and help you gain deeper insight into your customer base.
Benefits of NPS surveys and using them with your customers
NPS questions and NPS scores can tell you a lot.
But they go beyond telling you if your customer approves your product/service. Here's why you should use NPS questions:
- It's a great measure of customer satisfaction
- You can identify any improvement areas
- Customers feel listened to, increasing loyalty
- You can compare against competitors' NPS scores
NPS survey responses tell you a lot — from customer behavior to loyalty levels.
And using them for your own business will help boost your business quickly.
12 Best Net Promoter Score questions to improve your NPS response rate
Now that we better understand how NPS surveys work, it's time to look at practical ways to ask for feedback.
Below are 12 great NPS question examples that will help you improve your NPS response rate today.
So, if you’re wondering what are good NPS questions, keep reading ?.
- How likely are you to recommend us after this experience?
- How likely are you to recommend X to someone like you?
- What features do you value most?
- Would you be willing to leave a review for our product/service?
- What did we do well?
- What could we do better?
- How helpful was our support team?
- How frequently do you use our product/service?
- What could we do to improve your experience with us?
- How likely are you to purchase from us again?
- How would you rate our product/service compared to our competitors?
- Are there any areas we didn’t meet your expectations?
1. "How likely are you to recommend us after this experience?"
The classic “how likely are you to recommend” survey question.
The NPS question for “how likely” is the standard primary question.
However, you can take this to the next level. If you know the customer is returning or what product they interacted with, you can tailor it to their specific path.
There are various ways to word the question. For example, you could ask, "How likely are you to recommend this specific product to a colleague or friend?" This way, the customer can base their response on their satisfaction with the product rather than your company.
2. "How likely are you to recommend X to someone like you?"
You can expand this idea to be niche-wide.
After all, some people have hobbies/interests they don't share with family and friends.
So why not see if they'd share it with someone in the same industry?
This can provide a more helpful context. It will also help you identify which products are performing well. For example, a customer secretly loves cats but is surrounded by dog people.
They wouldn't recommend the excellent KittyCam your company offers to anyone they know. But if they found another cat fanatic and hit it off, they'd be happy to KittyCam together.
In other words, the more specific your questions are, the more specific your data is.
3. "What features do you value most?"
This Net Promoter question example can work in several ways.
For example, you can leave the question open or provide a list of options for the user to select.
This is great for getting a deeper view of the product or service your customers are interested in. Identify pain points, customer behavior, and much more using this information.
It also makes it easier to prioritize these features when updating your products.
4. "Would you be willing to provide a review of our product/service?"
Nothing builds trust in a potential customer like social proof.
And asking this question to current customers gives you a perfect chance to gather some of it through reviews or testimonials. Then, you can use it to showcase on your website or emails to increase conversion rates.
Or, use it with your Detractors and Passives to see the areas you need to improve your product or service!
5. "What did we do well?"
Open-ended questions are some of the best types of Net Promoter Score question examples.
Ideally, you're using this question with Promoters. And that allows you to see what your customers love about your product/service.
You can even find customer feedback NPS templates to use to make things even easier.
Often, it may not be something you even thought of! When setting up an NPS survey, including an open-ended question in the mix is not a good idea.
6. "What could we do better?"
Asking what you could do better is an excellent follow-up question.
It can explain a low Net Promoter Score question sample. Additionally, it can help you identify areas for improvement.
This question also shows your customers that you care about their experience. It communicates a desire to do better and to hear their opinions and thoughts.
This is also an excellent question with conditional logic, placing it after a question that the customer rated poorly.
Another way to use conditional logic in your Net Promoter survey questions is to ask if they bought a particular product, then only show a question asking them to review it if they answered yes.
7. "How helpful was our support team?"
This is a perfect way to personalize your NPS questions and other survey templates.
If you know the customer interacted with your support team, you can direct them down a path specifically to get feedback in that area.
A great way to do this is by using conditional logic and having different questions appear based on the user's answer. So, you can dive deeper into issues to turn those Passives into Promoters through excellent customer support.
8. "How frequently do you use our product/service?"
An excellent follow-up question helps pull more information from your customer on how you can improve.
And one way to do that is by asking your customers how often they use your product. This is a great way to see where things may be going wrong.
For example, your Detractors and Passives may not use the product often, so they are having a bad experience because they need to become more familiar. You can find a way to guide them through better learning your product or service.
9. "What could we do to improve your experience with us?"
This is one of the most common NPS survey questions.
Even your Promoters have potential feedback on areas of improvement. So, you have an NPS survey template that consists of two questions.
You ask customers a rating question and an open-ended question designed to get feedback from ALL customers, not just a segment of them.
10. "How likely are you to purchase from us again?"
Straight to the point.
This question is handy to see how you're doing with repeat customers. The question lets you gather information on whether your customers have a good experience.
And as a result, you can make immediate changes if necessary.
11. "How would you rate our product/service compared to our competitors?"
This is a great way to gather feedback from Passives and Detractors.
You get an honest review of where you stand compared to your competitors. And you can calculate your NPS relative to the companies or products you're competing with.
You could even vary it with a “Would you recommend” survey question asking if they’d recommend you over competitors.
Also, a tremendous qualifying question before this would be, "Have you used other products/services?"
If they answer yes, you show them this question. If they answer no, you skip it.
12. "Are there any areas where we didn't meet your expectations?"
Another question that helps you focus on areas of improvement and a great NPS follow-up question.
This question is a variation of the "What could we do to improve your experience with us?" but is more specific in finding the areas you didn't meet expectations.
This is the perfect opportunity to survey your customers (all of them) and find the areas to focus on so you can turn Detractors and Passives into Promoters!
Best practices for creating your NPS question templates
Now, just because you have all of these questions in your toolbelt doesn't mean you want to use all of them.
The more questions you have, the more likely your customer doesn't complete the survey. So, if you're going to run your own NPS surveys, you want to keep a few things in mind so you have a successful NPS survey:
- Keep it simple and short
- Avoid bias
- Use a simple scale
- Ask an open-ended follow-up question
- Provide context to the customer
- Use your audience’s language
- Test, test, test
1. Keep it simple and short
People hate filling out forms.
And they especially hate filling out long forms, especially when there's no direct benefit.
So, keep it simple. We recommend 2-3 questions maximum.
2. Avoid bias
You will get the correct answer if you ask the right NPS survey question.
So, remove any bias from your NPS question wording. Make sure it doesn't lead customers to a particular answer.
To create your standard questions, use the example NPS questions above as a template.
3. Use a simple scale
Make it easy to understand.
You're already using basic NPS questions, so provide basic scales to match. Typically, a scale of 1-5 or 1-10 is standard.
4. Ask an open-ended follow-up question
You can start with a closed-ended question like "How likely are you to recommend us after your experience?"
This question allows you to give the customer a chance to provide a numbered score for the experience, which is easily measured. Next, you can follow up with one or two of the great example NPS survey questions listed above that are open-ended.
Just make sure your survey is a simple one.
5. Provide context to the customer
Customers don't want to be fooled around with.
If you're asking a question, make it obvious why you're asking it and how it helps.
They're more likely to answer if they feel their survey results will be used properly.
6. Use your audience's language
If you're selling a product or service to an audience, you need to know them better than you know yourself.
If you do, great! So, use their language and speak to them in a way they understand.
If they like jokes and wisecracks, use them! If it's more professional, then switch up your language to make it more readable to that audience.
7. Test, test, test
These questions and examples to use are only to get you started.
To perfect your survey, you must test, measure, adjust, and test again.
Find what questions work, what don't, or what format resonates with your audience. Then double down on it and find your standard NPS question survey.
(Then test it again.)
How to use NPS follow-up questions for more information
It may seem simple.
Keep your questions open-ended, right? But it's more complicated.
There are a few tips to follow to help boost the information you get from customers:
- Keep your questions open-ended. Let's get the obvious out of the way. An excellent way to get more information is by asking questions where a customer has to give more details. So, include NPS open-ended questions.
- Carefully review and analyze your questions. Ask yourself the primary goal for each question and its rating. Then ask yourself if you can improve upon it. Whether using different messaging or design, always look to improve.
- Follow up with Detractors. These are the people who are most likely not to recommend your product. So, reaching out to them to figure out how you can help them and improve your product or service is critical.
Using these tips, you can raise your NPS surveys' effectiveness to get accurate, actionable results.
How to set up an NPS survey
The best way to set up your NPS survey is by putting a form on your website.
Depending on your website, you could use a WordPress form builder like Formidable Forms. It even has an NPS survey template so you can start quickly or from scratch and create a simple NPS survey.
And with the built-in form styler, designing the look of your forms only takes a few minutes.
If you don't use WordPress, we recommend software and apps like:
When you pick your tool, you'll want to consider the cost, ease of use, customization options, and integrations to get the best tool for your situation.
Are you ready to get started with NPS surveys?
Do you feel like a Net Promoter Score survey master now?
With the insights and data they give you, it's hard not to be excited to get one on your website and improve your customer service and customer journey.
So, go start creating! You can also check out this post to learn how to calculate your NPS score from questions.
And if you're ready to start on WordPress, grab Formidable Forms and start building your dream survey!
Also, follow us on Facebook, Twitter, and YouTube for more great survey tips and tricks!
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I detest the "How likely are you to recommend..." question. I rarely recommend anything unless someone asks my opinion (which rarely happens), so my answer is almost always "extremely unlikely" — even when I was completely satisfied with whatever the survey is asking about.