15 Questions to use in your NPS® Survey Template

Maximize NPS® Insights

Unlock insights that drive growth and improve customer engagement


WhatsApp Image 2021 03 05 at 3.42.19 PM
Table of Contents

What is NPS® Survey?


Net Promoter Score®, also popularly known as NPS® is a measure of consumer experience, their satisfaction and helps in predicting the growth of the business. This metric has revolutionized market research and now provides the core measurement of consumer experience in management programs worldwide. 

New call-to-action

The above image depicts a typical rating system of NPS®. The question is generally a close-ended question asking consumers how likely they are to recommend the brand/service/product to a friend or colleague. The rating ranges from 0 (Not at all likely) to 10 (Extremely likely). There are three groups of respondents:

  1. Promoters
  2. Passives
  3. Detractors


Customers who rate the services at 9 or 10 are called promoters. They are loyal to the brand and are satisfied with it. They are enthusiasts who will buy from the brand, refer it to others, and fuel growth. 


Customers who give ratings of 7-8 are called passives because even though they are satisfied with the brand, they are not enthusiastic. They also seem to be vulnerable to the offerings of other competitors. 


Customers who score from 0-6 are unhappy with the services and the ones who can damage the reputation of your brand through critical word-of-mouth suggestions. Net Promoter Score® is obtained by subtracting the percentage of Detractors from the percentage of promoters. This score can be low (-100, where every consumer is a Detractor) or high (100, where every consumer is a Promoter). 


Organizations aim to keep their NPS®  high as it reflects the efficiency and customer satisfaction with their brand. Researchers use a customer experience tool with an NPS® survey software to calculate NPS®  scores. See how to calculate your NPS® scores using the NPS®  calculator.

See Voxco survey software in action with a Free demo.

When we talk about NPS®  surveys, we need to understand that it can yield much more than just the numerical rating of the customers. Researchers can keep track of the NPS®  of their organization and see the fluctuations within the same. This is the quantitative customer feedback

However, a detailed analysis of the NPS®  can help uncover the “why” behind this score. This means analyzing the qualitative feedback of customers to understand the logic and reasoning behind their ratings.

The right NPS®  Survey Template questions will help you catch the pulse of how satisfied your customers are with your brand and will help you attain an accurate insight of how your brand/product/service is being perceived by customers. So, dive deep into the process of deciding to use an appropriate Net Promoter Score® survey template, and the insights will follow. 

When you’re creating a NPS®  Survey remember that the wording, tone, and the way you phrase your questions will highly impact the respondents’ answer. Thus, you should aim at creating a survey that is as objectively worded as possible. We have highlighted some of the best NPS®  survey templates that you can use to gain insights from your customers. 

One common complaint from researchers is that the response rates of their surveys are mostly low. In order to prevent this, it is best to change the format of your survey. You can start with the main rating, followed by a few open-ended questions, and end it with a Thank you message. 

This will dramatically help you increase your response rate.

As described above, the NPS® survey is a two-part questionnaire. 

  • The first part consists of a close-ended question asking your customers to rate your business/brand/product/services on a scale of 0 to 10. 
  • The second part consists of a follow-up question that is open-ended in nature so that the customers can provide the reasoning behind the specific score.


Generally, both the close-ended rating as well as the open-ended question have a format that is standardized and followed for most NPS® service use. However, these surveys can be easily personalized according to the needs of your NPS® campaign.

Improving survey response rates can be difficult, and therefore, we have a webinar that will give you 4 step process to improve your survey response rates. 

Maximize Survey Response Rates

Voxco and Rybbon hosted a webinar to guide you through the best practices for optimizing response rates for your surveys.

Rating Survey Questions to ask in your NPS® Survey:

This section deals with the questions you can ask customers to rate your brand/product/service. If you are just beginning to explore Net Promoter Score®surveys, then you can create a default form for the survey question. The most general question in an NPS® survey is:

“On a scale of zero to ten, how likely are you to recommend our business/brand/product to a friend or colleague?”

This question has been designed to encapsulate the satisfaction that customers have with your organization. You can add either business, brand, or product in the question depending on your needs and area of interest. 

This question helps in acquiring a foundation for your customers to communicate with you, allowing them to voice their opinions. In this regard, your first NPS® survey is going to function as an adequate ice-breaker that will help establish to the customer that you care about their opinion. Secondly, the feedback you gain from the ratings will help you understand the overview of your brand and offer insights that you may not have been previously aware of.

This question is efficient in gauging customer loyalty, tracking how a new product in the market is being perceived, or the effects of a new marketing campaign. The collected data can be transformed and used in a long-term improvement strategy. Thus, this classic NPS® survey question is short, precise, and easy to comprehend. It gives you an idea of the quantitative ratings that various businesses are looking for. 

Just as mentioned in the example above, you can replace “company” with any other specific product or service you’re trying to gain feedback from. This is especially helpful if you have released a new product or upgraded an already-expected one. The insights this will provide you will help you in planning further polishing the product or service. It also helps you gain insight into what features of the product are no longer used and have to either be removed or upgraded. 

You will also understand the sentiments of your customers’ opinions and build features relevant to them. All successful organizations that develop products ask their customers to rate their products, and this is deemed a favorable practice as well.

Keeping your employees happy is another recommended practice in organizations. A satisfied staff will translate that satisfaction into work productivity, will be committed to success, and identify with the goals of the organization. This has led to the development of the eNPS® survey (employee Net Promoter Score® Survey), which is crucial for all organizations to address the issues that the employees may be facing. 

Related: 7 NPS® Survey Best Practices to Follow in 2023

An eNPS® rating will help you identify Detractors before they leave and disrupt the status quo of your organization. It will also help you in identifying Passive employees who feel neutral about the job and will be willing to quit if they find a better opportunity in another competitive company. 

It will also help you identify Promoters. These employees will engage in what is called as Organizational Citizenship Behaviour (OCB) and help the organization in various ways. They will recommend your organization as a good place to work, they will also help their co-workers, be more patient and likely to follow orders from their supervisors, and behave as brand ambassadors for your company. 

Here are a few close-ended questions that you can ask your employees in an eNPS® survey to track their satisfaction and loyalty:

  • How likely are you to recommend (name of the organization) as a place to work to your friends?
  • On a scale of 0 to 10, how valued do you feel about your contributions to the company?
  • On a scale of 0 to 10, how much do you enjoy the company’s work culture?
Market Research toolkit to start your market research surveys and studies.

Open-Ended Questions to ask in an NPS® Survey:

The main question for NPS® surveys is usually about the likelihood that customers will recommend your brand to a friend or colleague. However, this does not answer the reasons why customers give this rating. It is important to ask a follow-up question to your customers, depending on their answers. This question should be open-ended and yield qualitative data.

Follow-up Questions for Detractors and Passives:

If the customer has given ratings lower than 9, you can follow it up by asking them the following questions:

1. What did we miss in making this experience more meaningful to you?

This is a great question to gather insight into what was a hit or a miss in the interaction your brand had with a customer. Customers, in general, are hesitant to give negative feedback, and this question can make them feel more comfortable speaking their minds. Constructive criticism helps companies a long way in understanding what areas they should work on and what areas are working well with customers.

2. How can we improve your experience in the future?

This is a good question to ask someone who has left a Passive rating. This will bring about practical suggestions for the changes or improvements you can make in your product or service. With Detractors, this question will exactly point out what errors you may need to fix and improve your product or service. The answer to this question will also help you prioritize the issues you need to address first and improve the opportunities of making up to your customers. 

3. What did you like the least about the product/brand/service?

This question is useful because it helps you uncover some of the features of your product that you can do without. It helps you understand how to help your unsatisfied customers by being better able to serve them and their needs. This feedback is important because it helps you uncover fresh angles to work on with the marketing, advertising, or follow-up updates of the product. It also gives you an insight into customers’ needs and helps you handle their expectations better. 

4. What could we do to make your experience worthwhile the next time you visit us?

This question is very important when it is directed at Detractors or Passives. It is important because it shows the customers that you care about their reviews and want to create a worthy product or service for them. It shows them that you are ready to put in the work, you’re listening, and you are willing to improve your services. It also helps you establish a good reputation and respect in the market.

5. Which features of the product do you value the most/least?

If you want to know what Detractors and Passives liked and disliked the most about your company, this question is the way forward. You will understand both – what is working and what isn’t for both categories of respondents. NPS® Surveys give you an opportunity to convert your Detractors into loyal Promoters if you show them that you care about their feedback, experiences, and choices and are willing to put in the work for the same.

Convert Detractors to Promoters: Download Our Expert NPS® Guide

Follow-up Questions for Promoters:

While it is relatively easier to ask for reasons what Detractors and Passives may want you to improve about your company, it is equally important to gain insights from the Promoters. This will help you understand what you are doing well and what is working for others and increasing their satisfaction with your brand.

  • What do you like the most about the brand/company/product/service?

This question is extremely useful because when you know what is working efficiently with your company, you can put in effort to do more of it. This question is also a great opportunity for you to generate testimonials for your Promoters. Since you will get replies that are elaborate and define your product and its respective strengths, this feedback will do wonders as a testimonial on your website. This will help new potential customers learn what to expect from your brand and will serve as a proof of its excellence. 

  • How has using (your product’s name) helped you?

This helps you gauge the relevance of your product. It helps you understand the various areas where customers are using this product, how effectively it is helping them, and how likely their quality of life has improved while using it.

  • What did we do well to increase the value of our interaction?

This question will help you attain more specific feedback from your customers. It will help them add more points that you may want to study and consider while improving your brand. 

  • What features about the product do you value and will use the most?

If you are offering a product that has multiple features, this could be a useful question to ask. This can help you understand which features are outdated, which ones are working well and which ones should be updated and prioritized. 

  • What is it that we could do to make you happier?

This question reflects that you care about the customers who are using your product. Even if a customer gives you a positive rating, you are providing them with an opportunity to express what they would like additionally from the services received. This provides you with an opportunity to close the feedback loop on a delightful note. 

Customer Success managers can use the wealth of information from the above NPS® survey question examples. The answer to these questions should be evaluated carefully to gain more insight and establish a fully functioning relationship with customers. 

New call-to-action

Drafting Thank You Messages for Promoters, Passives, and Detractors:

A good way to end the NPS® Survey is by a short Thank you message to your customers. You should make it a priority to express your gratitude to your customers because they have taken time out to provide you with feedback. This feedback will prove to be fruitful and beneficial for your brand, and this means that they deserve your appreciation. 

Another added advantage of doing so is that it creates a very positive image of your brand which will, in turn, increase your reputation as well as respect in the hearts of the customers. 

Remember that customers are here to help you with insights, all you have to do is ask them and be grateful for the time they offer you. Below are three Thank You messages for the three categories of customers (Promoters, Detractors, and Passives). You can use this at the end of your NPS® survey. 

Thank You Message for Promoters

“Thank you for your feedback. It feels great to see that you’re a fan of (mention your company/brand’s name). Your feedback will help us discover new ways to improve our services and give you the best possible experience every time you choose us.” 

Thank You Message for Passives 

“Thank you for your feedback. The goal of our brand/company is to create the best product that helps you with your day-to-day life. Your feedback will play a major role in helping us recognize opportunities to improve our services.”

Thank You Message for Detractors 

“Thank you for your feedback. We value both positive and critical feedback from our customers. Our team will reach out to you to learn more about how we can improve our services to serve you better in the future. We will love to hear from you about how we can meet your expectations.”

Creating surveys is easier with a sample

Voxco provides free sample surveys for all types of surveys

Why are personalized NPS® Surveys important?

In order to make your customers feel involved in the process of shaping and improving your product or survive, it is important to listen to them and seek feedback. This listening and seeking feedback should be consistent. One way to do so is to personalise your survey template according to the target audience you are planning to seek feedback from. For NPS® surveys, sadly, one size does not fit all – you will have to customise your NPS® questions with particular goals in mind. At Voxco, we help you build efficient and personalised NPS® surveys!

One way to gain a good response rate is to have subject lines that stand out in the inbox of your customers from their daily crowding emails. Help your customers become more engaging by having irresistible subject headings and personalised NPS® surveys in order to generate data that you can work with. Personalising NPS® surveys also means that you get an opportunity for segmenting your audience into different categories and running different NPS® campaigns for each category. You can segment your customers according to their geographic information, age, sexuality, or gender. Once you receive general feedback, you can target your audience with better-performing open-ended questions to further strengthen the information gained from NPS® Surveys.

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

Generate actionable insights with Voxco

Create surveys, gather data, and analyze with ease

Read more

NPS Survey Template BPMS


BPMS SHARE THE ARTICLE ON Share on facebook Share on twitter Share on linkedin Table of Contents BPMS is an abbreviation for “Business Process Management

Read More »
How to Conduct Conjoint Analysis2

Gap Analysis Template

Gap Analysis Template SHARE THE ARTICLE ON Share on facebook Share on twitter Share on linkedin Table of Contents What is Gap Analysis? Gap analysis

Read More »
research 1


Questionnaire : Types, Examples & How to design Try a free Voxco Online sample survey! Unlock your Sample Survey SHARE THE ARTICLE ON When conducting

Read More »