Customer Experience

12 Best NPS Survey Questions and Response Templates - 2021 (Updated)

12 Best NPS Survey Questions and Response Templates - 2021 (Updated)

Net Promoter Score (NPS) is one of the most popular Customer Satisfaction Metrics that help you understand your business through the eyes of the customers. This popular loyalty metric gauges your business relationship with your customer by measuring their willingness of your customer to recommend your company, products, and services to others. 

The best way to track Net Promoter Score is by using NPS Surveys, wherein you ask customers to rate you on a simple NPS question on a scale of 0-10.

NPS Survey

The NPS Survey is ideally a two-part survey — the first part is a rating question that is an NPS question itself (‘How likely are you to recommend us to your friends and family?’) and the second part usually being an open-ended 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 question helps you know the reason, which is crucial for taking action about the feedback. Thus, NPS Survey provides both quantitative (score) and qualitative (reason for score) feedback.

While conducting an NPS survey, various important factors are responsible for its success. One among them is the phrasing of the NPS Survey Question and the Follow Up Question.

The NPS questions can be modified a bit by changing their wordings to ask the exact question you want to ask and based on who you are surveying and when.

The NPS Survey Question

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

The different scenarios of the NPS Question can be:

  • Rating for business 
  • Rating for product or services
  • Rating post interaction and 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’re likely to get a more accurate answer from your customers and employees. 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 question captures a true picture of customers’ satisfaction with your business or brand. The feedback you get from your customers provide insights into those issues you might not even be aware of.

  2. Rate our product or services: Replace the word “business” with a specific product or service
    This simple re-wording of the standard question 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?”.

    This question 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 feedback is valuable to improve the level of the product along with the experience.

  3. Rate our interaction and transaction: Add “based on your recent experience” at the start or end of the survey question.
    Sending an NPS survey post interaction or post-purchase or transaction is a great way to measure the likelihood of your customers to recommend 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:
    Option 1 - Based on your recent purchase, how likely are you to recommend us to your friends & family?
    Option 2 - How likely are you to recommend us to your friends and family, based on your recent interaction?

  4. Rate our support staff: Replace the word “business” with support staff or customer support service.
    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.

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

  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 wordings to ‘How likely are you to recommend (Company Name) as a place of work to your friends and family?’. 54% of employees that feel loyalty towards their company or boss are more likely to stay longer in the company.

    Considering this, loyalty is an important determinant in how long the employee stays in the organization. Measuring eNPS helps you identify the promoters, passives, and detractors among your employees. You can use this 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 issue.
NPS Survey Questions

NPS Open-Ended Questions

Standard Open-Ended NPS Survey Question

  1. Ask the reason for the score: What is the primary reason for your 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.

    Benefits of asking the reason for your score

    • It helps you to follow-up with your detractors and passives and turn them to promoters.
    • It helps you to close the customer feedback loop quickly and easily.
    • It helps to build customer loyalty and reduce churn.

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

  • Detractors - Asking follow-up questions from detractors can help you to discover the weaknesses of your products and services. And the response you get from the question will act as a constructive criticism that further leads to improvement. This also helps you to look after the concern of the detractors proactively and solve it 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, it will help you to identify the strengths of your products and services and make them more customer-centric to drive more customers.

Qualitative, Open-Ended Questions

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

    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.

  2. What do you like most about the company or 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 of this question as a testimonial and word-of-mouth advertising.

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

  4. What was missing or disappointing in your experience with us?
    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 it to improve the customer experience.

  5. Which features do you value 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 for the newly developed features. Based on the data you can prioritize the future upgradation of features.

  6. What is the one thing we could do to make you happier?
    This qualitative open-ended question helps you to close your 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 experience.

NPS Survey Open-Ended Questions

End your NPS Survey Question with 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 a long-term customer relationship. 

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

Template - 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

Template - 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

Template - 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.

Get Quick NPS Survey Question with Zonka Feedback

Zonka Feedback provides you with the high-end automating capabilities to generate customer reaction insights through the pre-made survey form template. Our custom-built NPS Survey Templates enable you to take feedback and survey in minutes.

Start measuring NPS in your organization

Learn more about the Net Promoter Score (NPS)

Published on Sep 18, 2019. Updated on Oct 14, 2021.


Written by Archit

Sep 18, 2019

Experienced Content Writer and Strategist, been in the IT industry for the last 7 years. Associated with the Zonka Feedback. Passionate about writing customer experience, customer satisfaction, customer feedback, and Net Promoter Score.

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