NPS® or Net Promoter Score® is more than just a score that shows your customers’ willingness to recommend your brand to others. It is the qualitative feedback that can help you understand ‘why’ your customers are or aren’t willing to promote your brand.
Net Promoter Score® is not limited to a single question; it helps to gauge customers’ satisfaction levels that can affect their loyalty at different stages. There are NPS® questions that can be sent at different times for relevant feedback as the customers proceed in their journey with the brand. You can read here in detail about When to Send NPS® Surveys.
In this article, we explore what are those NPS® questions and how you can use each to understand customers’ different experiences with your brand. Let’s get started.
A. Basic NPS® Questions (The Ultimate Question)
The first NPS® survey question is a basic one that asks participants to rate their willingness to promote the brand among their friends and family. There are different variations of the Ultimate Question that you can use to capture feedback at different touchpoints. Let’s read about them in a little more detail.
1. NPS® Question for Brand Feedback
The first or the default NPS® question is:
“How likely are you to recommend [your brand's name] to your friends or colleagues on a scale of 0-10?”
The default NPS® question is used when you’re looking to capture your customers’ satisfaction with the overall brand, which may include everything from products to customer support. It is the perfect icebreaker when you’re looking to understand the general sentiments of customers who have just been onboarded or been with you for a while. It enables you to capture company-wide feedback and may even give an idea on the issues that you may not be unaware of.
This NPS® question is great when you want to let your customers share challenges that may be impacting their experience, and thus, enable brands to be proactive in offering support whether it concerns a product, the website, a knowledge resource, subscription, etc.
2. NPS® Question for Customer Support Feedback
The default NPS® question can be modified to understand customers’ support experience with your brand. This is important since customer service interactions have a huge effect on customers’ repurchase decisions and loyalty to the brand. Here’s the NPS® question to understand how customers perceive your service.
“Based on the customer service you received, how likely are you to recommend our business to a friend or colleague?”
This question captures service-specific feedback from customers and helps in understanding your current service standards against the expected customer service. Further, the follow-up question can capture feedback in detail and find out what can be done to improve customer service standards and increase customer satisfaction.
This NPS® question can be sent right after support interaction or after a ticket is closed.
3. NPS® Question for Product(s) Feedback
The classic NPS® question can be used to gauge customers’ satisfaction with the product or service offered by the brand which influences their loyalty and willingness to speak positively about it. Here’s how it is used:
“How likely are you to recommend our product to your friends and colleagues?”
It is sent after a customer has had enough time to experience your product and share genuine feedback. It helps brands understand what could be improved (for example, product quality, description, prices, delivery, etc.) to increase customer satisfaction, and thus, earn customers’ loyalty.
4. NPS® Question to Collect Feedback on a Business Decision
The NPS® question can be modified to capture feedback related to a specific business decision or update. For example, if you have just added some new features to your app, you can send out an NPS survey to understand whether the app users liked or disliked the update.
Here are some examples of Net Promoter Score® questions to collect feedback on a business decision:
“Following our latest software update, how likely are you to recommend our brand to others?”
“Considering your experience with the newly added items in our menu, how likely are you to recommend our restaurant to others?”
“Considering our latest offers and loyalty program, how likely are you recommend our brand to others?”
NPS® questions like these help understand customers’ reactions to a certain business decision or update. It helps in understanding how effective a certain decision or update can be in gaining customer loyalty and new customers through referrals.
B. Follow Up NPS® Questions
The great thing about an NPS® survey is that it allows you to ask your customers follow-up questions to dig deeper into why customers choose to give you a certain score. Follow-up questions can be both closed-ended (with answer choices to choose from) and open-ended to allow respondents to share their answers in their own words. You can add one or more follow-up questions depending on what you wish to understand from your customers. However, make sure to keep the survey short and easy for customers to take.
Here are some follow-up NPS® questions that you can use in your surveys:
1. What is the reason for the score you gave us?
This is a general open-ended NPS follow-up question that prompts participants to share what led them to rate you with the score they gave you. This is important since customers may have certain feedback that you might not have asked for. Therefore, with an open-ended question like this, customers can share exactly what it is that matters to them in continuing business with you.
2. What was missing or disappointing in your experience with us?
Often customers may not proactively share a slightly negative experience, but that doesn’t guarantee their loyalty. Such customers may choose a competitor over you the moment they know they’d find a better experience.
Therefore, by asking them this question, you would be able to encourage them to share what may be subconsciously bothering them.
3. What can we do better to improve your experience?
This question is for Passive customers or audiences who may or may not continue business with you, depending on whether they come across a certain competitor who is doing better. It allows brands to capture challenges or opportunities for improvement before they start to drive customers away.
It is also ideal for understanding challenges that Detractors come across and prioritizing them accordingly to meet customer expectations.
4. What do you like/dislike the most about our brand?
This can be a closed or open-ended question that can help you create a fresh content ideal for marketing and advertising. You can simply eliminate what customers don’t prefer and add elements to your campaigns that customers actually look forward to. You can also post positive reviews as testimonials on your website to attract more customers.
You can go through other Open-Ended Questions in our detailed article.
Net Promoter Score® questions can be rephrased easily to get feedback on something specific, for example, the price of a product, the resolution time, certain software features, subscription services, on-site support, etc. So, begin with understanding what aspects you want feedback on and create NPS® surveys accordingly.
You can read our article on How Often to Send NPS® Surveys to understand at what touchpoints you can collect customer feedback.