NPS Surveys don’t just provide quantitative customer ratings to the business, unlike other survey methods, but also work as a full-fledged platform where businesses can quickly track the loyalty and satisfaction level of the customers. It brings out the voice of the customers through a simple question that “How likely is it that you would recommend [Organization/Product/Service] to a friend or colleague?” Customers rate their willingness to recommendation on a scale of 0-10.

The Net Promoter Score System helps the company to segment the NPS Survey respondents into detractors (bad score – who score you 0-6), passives (moderate score – who score you 7-8), and promoters (good score – who score you 9-10). The best part of the NPS Survey is that along with the score you can also track the reasons for the score, that why NPS Survey respondents score you less or more? 

Throughout the journey of the Net Promoter Score Survey, two things matter a lot, one is timing and other one phrasing of the NPS survey questions. Asking the right NPS Survey Questions at the right time can help you to drive accurate customer data. 

So, in the wake of implementing the best Net Promoter Score practices, we have come up with 6 NPS Survey Questions that can help you to quickly identify the pulse of the customers and enable you to access the accurate customer-powered data. Before diving into the best NPS questions, let’s first take a quick tour of the NPS Survey Structure.

What is NPS Structure?    

The Net Promoter Score Structurecomprises ideally two parts questionnaire: 

1. The Net Promoter Score Question – How likely are you to recommend us to your friends and family? This could be represented as Close-Ended Questions.  
2. Follow Up Question – The follow-up questions refer to the reasoning behind the score. These follow-up or reasoning questions are mostly represented as Open-Ended Questions but can be a close-ended one as well based on your business needs. The follow-up question is recommended, but not mandatory. 

Top 10 NPS Survey Questions in your NPS Survey

Here we’ve compiled the best 9 NPS Survey Questions and Templates. These 9 questions cover both the close-ended (NPS questions) and open-ended questions (Follow up questions). Along with the questions, you’ll also explore some really good templates to present your NPS questions in a better way.

Close-Ended Questions

1. Ask customers to rate your brand or company?
2. Ask customers to rate your product or service?
3. Ask customers to rate your company on a recent experience?
4. Ask employees to rate your company and work culture?

Follow Up Questions

1. What is the primary reason for the score?
2. What was missing or disappointing in your experience with us?
3. What do you like most/least about (company or product name)?
4. How can we improve your experience?
5. How can we make you happier?
6. Logic-Skip Based NPS Questions

Close-Ended Questions

In the Close-Ended Questions, respondents or customers are provided with some predefined choices of answers to choose from. The answers to these questions are available in the different formats including Yes or No format, 0-10 Scale, Opinión Scale (Strongly Agree to Strongly Disagree), and much more.

Types of Closed-Ended Questions for Net Promoter Score Survey:

• Ask customers to rate your brand or company?

This is the fundamental NPS question to conduct an NPS Survey. Businesses usually ask the customers to rate their brand or company through a simple question “How likely are you to recommend our BRAND/COMPANY to your friends and colleagues?” This question is created with the aim to get better insights into the satisfaction level of the customers. This NPS Question enables you to monitor the real-time customers’ perceptions of the brand or company.

• Ask customers to rate your products & services

Once the actual selling of products & services begins, then measuring customer experience (specifically loyalty and satisfaction) is very important for products and services based industries. In this scenario, companies can conduct the Net Promoter Survey to gauge customer loyalty for a specific product or service they offer. You can conduct this survey by posing a simple question – “How likely are you to recommend this PRODUCT/SERVICE to your friends and colleagues?”

• Ask customers to rate your company on a recent experience?

The NPS Surveys are very well known for their versatility. You can use NPS surveys as a Transactional NPS Survey. This survey is conducted to track customers’ experience or perception immediately after specific interaction or transaction or event like post-purchase, placing a new order, booking tickets, etc.

Transactional NPS surveys help you to determine the loyalty level of the customers based on a particular event or transaction. You can conduct a Transactional NPS Survey with a simple question “Based on the recent visit, how likely are you to recommend us to your friends and colleagues?”

• Ask employees to rate your company and work culture 

Net Promoter Score Survey has another version named Employee Net Promoter Score (eNPS) which is frequently used in organizations and companies to capture the loyalty and satisfaction level of the employees. eNPS can be easily conducted through two simple questions – “How likely are you to recommend (COMPANY NAME) as a potential workplace to your friends?”

Follow Up Questions

Gathering scores and customer data through different closed-ended questions is not enough to achieve positive results. Businesses have to quickly act on the collected data. Follow Up Questions refer to asking the reason for the score given by the respondents. 

Asking why the score can help you to identify the problem areas of the customers and all those dynamics that have declined their loyalty and satisfaction. 

Based on the data acquired from follow up surveys, businesses can quickly identify their detractors and address their concerns to improve their experience and convert them into promoters before they churned out.

Types of Open-Ended Questions for Net Promoter Score Survey

• What is the primary reason for the score?

You can ask this follow up question from your promoters, detractors, and passives as well. When you ask the reason for the score from promoters, you’ll get to know the strong aspects of the products/services. When you ask the reason for the score from passives, you get to know the reason why they are moderate and not becoming promoters. 

 But when it comes to following up detractors, this question plays a crucial role in identifying the problem areas of your detractors and quickly taking corrective actions to improve your products and services. 

Asking the reason for the score helps the businesses to close the feedback loop with their detractors and convert them to promoters. This, in turn, establishes a long-term relationship with the customers.

• What was missing or disappointing in your experience with us?

While following up with your detractors, if you don’t have an idea of how to approach your detractors, then this interactive question is very useful for you. “What was missing or disappointing in your experience with us” question helps you to go into the meat of the conversation with your detractors. 

On the other hand, it encourages your detractors to discuss the negative aspects of your product or service in detail. Sometimes due to peer pressure, customers are not able to write any negative feedback or tell the flaws in the product or service you offer.

Thus, this type of question encourages your detractors to demonstrate their negative experiences very well. This negative feedback can be highly valuable to your product, service, and business. It helps you to improve your product and service and make it more customer-centric.

• What do you like most/least about (company or product name)?

The words ‘like most’ and ‘like least’ are the two powerful words that can help you to do SWOT (Strength, Weakness, Opportunities, and Threats) analyses swiftly. When you conduct an NPS Survey, you can ask your promoters “what do you like most about our company or product?” And ask from detractors and passives that “what do you like least about our company or product?”

As regards to detractors and passives, with this question, you will get to know about the weakness and threats of your product and service. In the case of Promoters, with this question, you will get to know about your strengths and opportunities. 

Based on the answers you get from both the scenarios, you can quickly act on your products and services to make necessary changes and improvements. Thus, these two follow up questions can help you to discover new marketing and product development strategies.

• How can we improve your experience?

This question is specifically crafted for passives and detractors. Usually, businesses ignore the scores of their passives as they think that it is not so important. But taking detractors’ along with the passives’ scores in consideration are proven to be healthy for your business. 

Following up your passives provide you with the chance to develop a good customer relationship and convert them to promoters. And asking the question “how can we improve your experience?” from your detractors will help you to get constructive criticism that works as practical suggestions for you. 

Implementing those suggestions will help you to improve your product, service, and customer experiences.

• What we can do to make you happier?

Being a business owner it is in your hand how you close the deal with your NPS respondents. The climax of your NPS survey should be ended on a positive note. 

So, NPS Survey provides you with the platform where you can quickly follow up with your detractors and passives and immediately act on the concern to improve their experiences. This enables you to close the feedback loop, convert them into promoters, and helps you to maintain long-term customer relationships.

Did you know that 70% of detractors will do business with you again if you fix an issue they’ve complained about (Lee Resources)? You can contact your detractors personally through an email or call to understand their pain points and assure them to deliver an improved level of customer experience. 

When you ask your detractors or passives that “what we can do to make you happier?” This delivers a positive image of your brand. Make sure that you are asking this question to change the perspective of your detractors. To achieve this, you can also incentivize your detractors with some additional support materials like an extension of the free trial, free product or service guides, free premium features, etc.

• Logic-Based NPS Questions

The Net Promoter Score system is equipped with some advanced functionalities and features that help you to create tailor-to-suit NPS survey questions based on how someone scored you. With the Logic-Based Survey feature, you can easily create customized NPS questions according to your respondents. NPS questions based on skip logics enable users to skip or hide the screen of the survey based on survey respondents.

• Logic-based NPS Question for Promoters – Ask them that “We are thrilled you feel that about us. Care to tell us why?”
• Logic-based NPS Question for Detractors & Passives – Ask the follow-up question – “Care to tell us why? Your feedback will help us to improve?”