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Gauge Customer Loyalty using Surveys with NPS Question

Design and collect feedback in minutes, get real-time alerts for passives & detractors, and take instant actions to turn them into promoters.  


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Top 12 NPS Survey Question Types and Examples - 2024

Net Promoter Score® (NPS®) is one of the top customer satisfaction metrics that help you understand your business through the eyes of the customers. NPS survey is a simple, yet effective survey that helps to measure customer loyalty by asking the customers about their probability of recommending a business to others.

However, Net Promoter Score isn't limited to quantitative feedback. You can add open-ended follow up questions to your NPS survey and capture qualitative feedback that enables you to dig deeper and uncover the underlying issues or challenges. Although NPS is a short survey usually consisting of a couple of questions, its effectiveness depends on the questions you include in the survey and it is crucial to craft the survey questions in the right way to collect meaningful insights from the customers.

In this article, we will explore some of the top NPS survey question types with examples used to measure customer loyalty and experience in different scenarios and dig deeper into customer insights. You will get to learn how small changes in words can make your survey perfect to serve your purpose and connect with your audience to gather actionable feedback and valuable insights. Let’s start by defining an NPS Survey.


  • Net Promoter Score (NPS) measures customer satisfaction and loyalty and gauges their willingness to recommend your business.

  • It provides both quantitative (score) and qualitative (reason for score) feedback.

  • NPS surveys consist of a rating feedback question and a follow-up question, allowing for a comprehensive understanding of the likelihood of customers to recommend your business.

  • Different scenarios, such as rating for business, product, or support staff, can be addressed with tailored NPS questions.

  • Open-ended questions in NPS surveys help gather qualitative insights to know how customers feel about your business.

  • You can use tools like Zonka Feedback to streamline the process, ensuring timely and meaningful actions based on the NPS response that you receive. To understand how Zonka Feedback can help you create, send, and measure Net Promoter Score, sign up for a free 14-day trial or schedule a demo

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What is an NPS® Survey?

The Net Promoter Score Survey is ideally a two-part survey — the first part is the basic NPS question or The Ultimate Question - ‘How likely are you to recommend us to a friend or colleague?' The second part of the Net Promoter Score methodology is usually an open-ended NPS follow-up question seeking reasoning for the score.

It serves a great purpose. The NPS question hits the bull's eye for the quantitative score in your NPS survey, while the follow-up NPS question helps you know the reason, which is crucial for taking action based on the feedback. Thus, the NPS survey provides both quantitative (score) and qualitative (reason for score) feedback.

Sample NPS Survey to Gauge Customer Loyalty

Here's a standard NPS survey template that consists of the standard NPS question and an open-ended question to let customers share their answers in their own words. You can always customize the NPS survey templates and get specific feedback, for example, the likeliness of your customers to recommend you based on customer support. 

Use this Template

While conducting an NPS survey, various important factors are responsible for its success. One among them is the phrasing of the Net Promoter Score question and the follow-up question.

Types of NPS Survey Questions You Can Ask 

The Net Promoter Score survey question can be modified a bit by changing its wording to ask the exact question you want to ask based on who you are surveying and when.

When we talk about gauging customer loyalty, there are two types of NPS survey questions: the primary NPS question and follow-up questions, which can be an MCQ or an
open-ended question. We have discussed each type with examples below. 

1. The Primary NPS® Survey Question

The standard NPS survey question is ‘How likely are you to recommend us to your friends and family?'. Based on what you're seeking the rating for, you can modify this question's phrasing to suit the scenario.

NPS survey question - survey scale with Detractor, Passive, Promoter-1

The different scenarios for the Net Promoter Score survey question can be:

  • Rating for business 
  • Rating for a SaaS product or services
  • Rating post-purchase or transaction
  • The rate for support staff 
  • The rate for business as a place of work (employee feedback

By modifying your NPS question and changing its phrasing to match the above scenarios, you can ask customers to rate any aspect of your business and are likely to get more accurate answers from your customers and employees.

To read more about it in detail, you can check out our article How to Calculate the Net Promoter Score Formula.

Let’s evaluate them further.

1. Ask your customer to rate your business

Instead of asking to ‘rate us,’ you can simply ask,

  • On a scale of zero to ten, how likely are you to recommend (our business/business name) to a friend or colleague?

This is one of the most commonly used Net Promoter Score questions. It captures a true picture of customers’ satisfaction with your business or brand. The feedback you get from your customers provides insights into those issues you might not even be aware of.

For example, you can use our NPS key drivers template to understand what it is that your customers like or dislike about your business. 

NPS survey example question- Ask your customer to rate your business

2. Ask customers to rate products or services

This is a very popular Net Promoter Score survey example with simple re-wording of the standard question. It allows you to get a quantitative customer rating on a certain product or service.

  • How likely are you to recommend our (product name or service) to a friend or colleague?

Asking such Net Promoter Score survey questions provides you with an understanding of your customers' sentiment concerning the product or service you've just released or upgraded. The data collected from the product NPS survey is valuable to improve the level of the product along with the customer experience.

NPS question- Ask customers to rate products or services_

3. Ask the customer to rate a purchase or interaction experience

Sending an NPS survey post interaction or post-purchase or transaction is a great way to measure the likelihood of your customers recommending you based on the experience they just had. This will highlight any concerns and issues based on pricing, billing, ease of buying, and more. The NPS Surveys sent post-interaction are called Transactional NPS Surveys.

To use this effectively, add ‘based on your recent experience’ in your NPS Survey at the start or end of the survey question:

  • Based on your recent purchase, how likely are you to recommend us to your family, a friend, or a colleague? 
  • How likely are you to recommend us to your friends and family, based on your recent interaction?

Sample net promoter score survey asking the customer to rate a purchase or interaction experienceHere's a post-purchase NPS survey template that not only lets customers rate their experience but also shares what they liked or disliked about the overall experience. it consists of closed-ended questions that help collect customer feedback on various aspects of the customer journey like pricing, billing, checkout, product availability, etc.

Use this Template

4. Rate our support staff

Even though we recommend using CES Surveys for post-service feedback, NPS Surveys are also popularly used for this type of feedback. You can integrate NPS Software with your Helpdesk Tools and trigger NPS Surveys when tickets are closed.

  • Rate our support staff or customer support service.

This will enable you to get customer feedback about your specific support staff as well as get complete feedback for your team. You can use this to identify unhappy customers and the trending issues in your support team and also link it directly to support staff and help staff performance.

Rate our support staff- NPS example

5. Rate our business as a place of work: Add “(Company Name) as a place of work”

NPS Surveys can also be used to measure Employee Loyalty. Change the NPS question wording to make the question as follows:

  • How likely are you to recommend (Company Name) as a place of work to your friends and family?

54% of employees who feel loyalty towards their company or boss are more likely to stay longer in the company.

net promoter score survey question for employees

Considering this, loyalty is an important determiner of how long the employee stays in the organization. Measuring eNPS helps you identify the promoters, passives, and detractors among your employees and identify if there is any negative employee experience and work on negative feedback from the employees. You can use this NPS data to form your HR policies, reach out to unhappy employees, and prevent them from leaving the organization or talking ill about the organization by resolving their issues.

We feature a readymade eNPS survey template if you would like to get started right away. It helps understand the employees if they would recommend your company as a good place to work. 

NPS Survey Questions

2. NPS Open-Ended Questions

A follow-up NPS survey question can be standard or qualitative and a great addition as a voice of customer methodology. In fact, there are some super reliable free NPS survey tools that allow you to create detailed NPS surveys using their readymade templates. 

Let's check out some important NPS open-ended questions:

1. Standard Follow-Up NPS Survey Question

The most basic follow-up question that most businesses add after an NPS score question is asking for the reason for the score:

Ask them the primary reason for the score

This question could be determined in the situation when organizations are dealing with their detractors or passives. Reasoning-based questions help you to focus on the root of why customers become detractors, passives, or promoters.

  • What is the primary reason for your score?

There are several benefits of asking the reason for your score. It helps you to follow up with your detractors and passives and turn them into promoters. You can also use the NPS survey feedback to close the customer feedback loop quickly and easily. It also helps to build customer loyalty and reduce churn.

NPS follow-up open-ended survey question

You can effectively use the reasoning of the score according to your respondents (detractors, passives, and promoters):

  • Detractors - Asking a follow-up NPS survey question to detractors can help you discover the weaknesses of your products and services. And the response you get from the question will act as constructive criticism from your unhappy customers that further leads to improvement. This also helps you look after the concerns of the detractors proactively and solve them before they churn out.
  • Passives - They are considered to be neutral and are not risky to business. When you ask the reason for the score from the passives, you’ll get to know your faults that make them reluctant to become a promoter.
  • Promoters - In the case of promoters or loyal customers, it will help you identify the strengths of your products and services and make them more customer-centric to drive more customers.

2. Qualitative, Open-Ended Questions

The next type of follow-up question that you can have in your NPS surveys is the qualitative, open-ended survey questions that can help you gather insights about the quality of your product, service, business, or customer experience as a whole.

Here are some of the qualitative or open-ended survey questions you can ask.

a. Ask what they liked the least about the company, product, or service

If you want to know what’s working or not for your customers, this is a perfect question for you. The responses to the feedback find those aspects of your product or services that are disliked by your customers.

  • What do you like the least about the company, product, or service?

This, in turn, helps you to find new ways to enhance your product. You can also make your NPS survey more intuitive with a logic-based survey question that allows you to hide and skip survey screens based on logic.

NPS survey question on What do you like the least about the company, product, or service_

b. Ask them what they liked the most about the company, product, or services.

You can also approach your promoters with this question. Ask them what they like most about your company and why. This “why” helps you to know the strength of your company and discover fresh aspects to develop the level of products and services.

You can further use the response to this question as a testimonial and word-of-mouth advertising.

  • What do you like most about the company, product, or service?
c. Get suggestions for improvements

This question is highly useful not only in the case of detractors but also when your customer gives you a passive rating. It helps you to get valuable information that enables you to prioritize issues to ensure an improved experience.

  • How can we improve your experience?
NPS survey question on improving experienced. Ask them what they missed or found disappointing in your product/service

This question helps you to understand the missing element or disappointing experience in your product or services. This encourages your customers to discuss all those elements of your product or service that they don’t like.

Thus, this constructive criticism helps you to quickly identify the flaws and resolve them to improve the customer experience.

  • What was missing or disappointing in your experience with us?
e. Get their honest review about the features they liked the most

If your product comprises multiple features and you want to know which feature your customer value most, then this question is useful to get accurate customer feedback. This follow-up question is commonly used by the product managers of the company to know the reaction of the customers to the newly developed features.

Based on the data you can prioritize the future upgrades of features.

  • Which features do you value the most?

NPS survey question on feature

f. Ask them about the one thing that would make them happier with your business, product, or service

This qualitative open-ended question helps you to close the feedback loop with detractors and passives and convenience them to turn to promoters. This gesture helps you to show your customers that you care for them and want to delight them with an improved level of customer experience.

  • What is the one thing we could do to make you happier?

NPS Survey Open-Ended Questions

If you want to dig deeper into the customers' experiences, and want to measure customer satisfaction with each aspect of your business, you can also include various kinds of CSAT rating questions into your survey and ask the customers to rate those aspects separately. You can use surveys with the following rating scales:

End your NPS Survey Question with a Thank You Message

According to a Rockefeller Corporation study, 68% of customers turn their backs on companies because they feel unappreciated. Always appreciate the efforts of your customers and connect with their emotions to develop long-term customer relationships. 

Always send a Personalized Post-Survey message/mail or express thanks to your respondents. Expressing gratitude can easily connect your customers with your brand.

  • Thank You Message for the Detractors: Thank you for your valuable feedback. We highly respect your suggestions. We will reach out to you in the future to explore more about how we can further improve our product/service to exceed your expectations.
  • Thank You Message for the Passives: Thank you for your valuable feedback. Your thoughts, ideas, and suggestions are really important to us as we strive to improve the product and make it more business-centric.
  • Thank You Message for the Promoters: Thank you for your valuable feedback. It's great to hear that you like our company/product. Your feedback helps us deliver a best-in-class experience to our valuable customers.

Thank you messages after NPS survey question

NPS Automation with Zonka Feedback

Collecting customer feedback at the right time, looping in the team, taking action on the feedback, and closing the feedback loop - perfecting every task may sound unrealistic, especially if you are surveying a large number of customers very often. Zonka Feedback resolves these issues with NPS automation since it allows you to: 

  • Automate sending of surveys
  • Automatically respond to customers
  • Set automated workflows to loop in your team and act on feedback

Let’s understand how you can do it in detail.

Automate Sending of NPS Surveys

NPS surveys are relational and transactional in nature. This means that you may need to send out NPS survey questions to your customers after transactions and at fixed touchpoints, such as signing up for your digital newsletter, completing six months with your business, renewing a subscription, etc. 

However, sending feedback surveys at the right time still remains important since there is no point in sending out surveys when the event has taken place some time back. 

With Zonka Feedback, you can collect feedback at the perfect time since you can set your NPS survey to trigger based on the conditions you specify. 

For example, you can set a survey to be triggered instantly when customers complete six months of subscription. Similarly, an NPS survey can be sent out to customers automatically when they are onboarded or make their first purchase.

This significantly reduces the manual effort of your CX team while also ensuring that you always leverage the
right time to send NPS surveys.

Automatically Respond to Customers

71% of consumers say that a quick response from the customer service team improves their experience with the brand. So, if you fail to respond to your customers or cannot respond to them in a timely manner, their experience will take a hit. To counter this problem, Zonka Feedback enables you to automate responses to customers based on their feedback using its Auto Responder. For example, you can set a ‘thank you email' to be triggered to customers as soon as they share feedback.

Similarly, you can send auto responses based on customers' responses to the NPS survey question. For example, in the event of a Detractor, an automatic survey can be sent out asking customers to share the detailed reason for their score. In the event of a Promoter, an email requesting customers to share a testimonial can be triggered.

This communicates to your customers that they are being heard and that their feedback is valuable.

autoresponder for automatic response based on response to NPS survey question

Set Automated Workflows

At Zonka Feedback, we advise taking feedback from customers only when it can be acted upon. If responses keep piling up and the right professional does not take any action, you might as well not take feedback since it can impact your brand's image. So, to eliminate this inefficiency, we at Zonka Feedback introduced automated workflows that enable teams to act on the feedback quickly.

You can create workflows in which the right team member is sent a notification in real-time as soon as a response relevant to them comes in. For example, if a customer complains about the quality of food, the response can automatically be sent to the chef. Similarly, if the complaint is regarding poor customer support, it would automatically be sent to the support team.

You can also tag your team members in the responses so they know what action needs to be performed and by whom. You can also choose contact action, for example, adding a new contact from the survey response list to the contact list. When integrated with business software like customer ticketing software, Zonka Feedback can be used to automatically perform other actions, such as opening or closing a ticket. 


Workflow automation after NPS survey question response

Do More With Zonka Feedback

Zonka Feedback comes with different NPS survey templates that one can use to create an NPS survey and send it across different survey distribution channels to collect feedback and measure customer satisfaction & how loyal customers are to your business.

It also seamlessly integrates with business communication tools like Zendesk, Intercom, Hubspot, Salesforce, Slack, Microsoft Teams, Google Sheets, etc., to strengthen your database and improve processes.

With automation features like Auto Responder, Response Tagging, Response Action, Contact Action, etc., you can collaborate with different teams and seamlessly manage a centralized database.

Sign up with Zonka Feedback for a free 14-day trial or schedule a demo to talk to our product teams and understand how you can use this tool to boost the loyalty of customers, reduce churn, and increase brand advocates. 


Written by Bhawika

Jan 24, 2024

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