Net Promoter Score® (NPS) survey template

Ideally, your customers and users aren’t just happy with you—they’re ecstatic. However, you’ll never know if you don’t ask, which is where a Net Promoter Score® (NPS) survey comes into play.

What is NPS?

Net Promoter Score is a customer loyalty and satisfaction measurement that asks customers how likely they are to recommend your product or service to others on a scale of 0–10. Coupled with qualitative feedback, it may help you reduce churn and increase retention.

An NPS survey is different from a customer satisfaction survey. A customer satisfaction (CSAT) survey helps you determine short-term satisfaction levels at key moments in the customer journey.

These quantitative insights let you find your raving fans, strongest critics, and everyone in between. 

What should you use a Net Promoter Score (NPS) survey for?

In addition to an NPS survey being a valuable baseline of customer perception and satisfaction, there are multiple use cases for Net Promoter Scores. Use an NPS survey template to

• Understand customer sentiment across segments

• Determine how likely customers are to stay loyal to you

• Gauge customer satisfaction over time

• Learn what affects customer perception

• Create a happier customer base that sings your praises

• Find customers to feature in case studies

What’s in Contentsquare’s NPS survey template?

Contentsquaure’s NPS survey template features a short, two-question survey that quantifies how likely someone is to recommend your company and lets them elaborate on the reason for the score. 

The first question (How likely are you to recommend us to a friend or colleague) asks users to select a number on a rating scale, and the follow-up question (What’s the reason for your score) brings qualitative insight to their score. This second, open-ended question helps you gather practical suggestions to improve your product or service.

What are good NPS survey questions?

A good survey questionnaire should be short, opening with a question that asks how likely someone is to recommend your company. The second, open-ended question lets them elaborate on the reason for their score. 

Here are two question examples:

• How likely are you to recommend [company name] to a friend or colleague?

• On a scale of 0 to 10, how likely are you to recommend [company name] to a friend or colleague?

You may want to ask users to provide valuable feedback on a specific customer touchpoint. Questions for this type of transactional NPS survey (NPS) are formulated like this:

• After trying out this new feature, how likely are you to recommend [company name] to a friend or colleague?

• Based on your interaction with our customer support team, how likely are you to recommend [company name] to a friend or colleague?

Don’t forget to include an open-ended question to collect qualitative feedback, too:

• What can we do to improve [company name]?

• What was missing or disappointing in your experience with [company name]?

• How can we improve your experience with [company name]?

• How do you benefit from using [company name]?

• What problem are you trying to solve with [company name]?

Pro tip: if your company has several products/services, feel free to replace [company name] with the name of one product or service instead.

How to use your NPS survey results

Collecting your NPS is just part of the puzzle; you’ll need a bit of context to analyze your score. For starters, it helps to track NPS over time to look for trends, and benchmark your score against your past performance and industry averages. How you use the results from each participant also depends on their score. 

NPS surveys allow you to split respondents into three categories based on their answers to the rating question:

Detractors (score of 0–6)

Detractors are unhappy customers or users with a negative perception of your company and likely need follow-up. Apple retail stores boosted their revenue by $25 million in one year by reaching out to detractors. 

Passives (score of 7–8)

Passive customers feel neutral about your company and could hopefully be swayed to feel more positively. If you have many passive customers, try to create more customer delight. 

Promoters (score of 9-10) 

Your promoters are the most enthusiastic segment of your audience. Reach out to them for case studies and testimonials, and study why they have such a positive experience with your brand. Then use these learnings to help you turn more of your customers into advocates.

How to analyze NPS survey data

The most actionable way to analyze survey responses is to categorize the open-ended comments between Promoters, Passives, and Detractors, and tag each answer based on what it relates to (like functionality, usability, reliability, and customer support). 

This helps you identify what Promoters are most satisfied with, and what Detractors are most unhappy about. 

For instance, you may find that 80% of Detractors complain about your site’s usability on mobile. Knowing this, you can prioritize what to fix to decrease the percentage of Detractors. Then, monitor your NPS score after each fix to quantify its effects.

Set up an NPS survey in minutes

With Contentsquare Surveys you get access to 40+ survey templates—including our NPS template.

Test out an NPS survey today by booking a demo with our team.

Pro tip: set up Contentsquare’s Slack integration to know in real time when a user answers your NPS survey.

FAQs on NPS survey templates

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 ScoreSM and Net Promoter SystemSM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.