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Asking the right questions always gives you the right data. The same is true is for Net Promoter Score Surveys as well. The timing and the phrasing of the Net Promoter Score Survey are very important in giving you the right results that help you identify the pulse of the customers and give you an accurate understanding of what your customers think about your company, brand, service team and more. 

The Net Promoter Score Survey is ideally a two-part questionnaire. The first part is the Net Promoter Score Question - How likely are you to recommend us to your friends and family? The second part is the reasoning behind the score. This reasoning question is popularly an open-ended question but can be a close-ended one as well based on your business needs.

Ways to use NPS Question - Infographic

Closed-Ended Questions

A closed-ended question refers to a question which provides the customers some predefined choices of answers to choose from which may be in the form of options like Yes or No, ratings from 0 to 10, opinions from Strongly Agree to Strongly Disagree or a range of options depending upon the context of the question. Basically, the customer is not free to write his opinion in his own words and can choose one or multiple options among the provided choices.

Types of Closed-Ended Questions for Net Promoter Score Survey

  1. Ask customers to rate your brand or company
    A great way to start with the Net Promoter Score Survey is to simply use the regular question - How likely are you to recommend our company to your friends and colleagues? This classic Net Promoter Score question is designed to ask customers about their satisfaction and rating for your company and brand and gives you a great general overview of what your customers think about your company. 
  2. Ask customers to rate your product
    Besides asking for general Net Promoter Score Question, you can also ask for customer loyalty for a specific product or service you offer. To use this, simply replace 'our company' with 'our product' or 'this product' or with the name of the product in the Net Promoter Score Survey. For example, 'How likely are you to recommend this product to your friends and colleagues?'
  3. Ask customers to rate your company on a recent experience
    Another way to use the Net Promoter Score Survey is as a Transactional NPS Survey. Ask customers to rate their likelihood to recommend you based on a recent event or business transaction. This helps you determine the loyalty of your customers based on that particular interaction and gives you valuable data to improve on those processes. To use this survey, you can simply prefix the experience in the NPS questions like, 'Based on the recent visit, how likely are you to recommend us to your friends and colleagues?'
  4. Ask employees to rate your company and work culture 
    Net Promoter Score Surveys are not restricted to customers only, but can also be used in offices and companies to determine employee loyalty and satisfaction. eNPS (Employee Net Promoter Score) are great for all organizations as they help you determine the detractors and passives before they churn. To use the eNPS, simply use the word 'our workplace' or the name of the company in the NPS questions. For example, 'How likely are you to recommend (company name) as a potential workplace to your friends?'

Follow Up Questions

While the NPS question does give you a lot of information like identification of promoters, passives, and detractors, using a follow-up question in addition to the NPS is a great way to know the reasoning behind the score. This reasoning gives you more actionable data to determine what is working and what is not working in your company. 

The Follow Up questions can be used in multiple ways. For example, some people tend to only display the follow-up questions to detractors and passives, and not the promoters, while others show the follow-up question to all. Some surveys can also be designed to show different questions to detractors and passives and a different one to promoters, based on survey logic.

Types of Follow Up Questions for Net Promoter Score Survey

Open-Ended NPS Follow Up Question- Open-Ended NPS Follow Up Questions enable customers to insert their detailed comments in the text box regarding their experience and reasons for their scores. Moreover, NPS Follow Up questions provide businesses with the platform where they can connect with their grumpy customers and resolve their issues before they churn. The analysis of your customers' feedback or suggestions helps you to identify the underlying emotions and bring them to the surface to improve their customer experience.


Closed-Ended NPS Follow Up Question -There could be lots of flaws based on which your customers scored you low. So, instead of revolving around identifying the proximity of the reasons for the bad score, let's customized the answers through different options. Through Closed-Ended NPS Follow Up Questions, you can provide different reasons in the form of options or radio buttons. This helps you to trace out the exact reason for the score.

For example:How you can ask closed-ended follow up questions from your detractors who gave you negative feedback for your washroom.


Logic-based NPS Follow Up Question - What if you create an NPS follow-up question based on how someone scored you? Usually, customers have a different experience of your product or service and based on it they scored you. Net Promoter Score enables you to customize the follow-up question based on the score or respondents including Promoter, Passive, and Detractor through Logic-based NPS Follow Up Questions. Logic-based NPS questions enable businesses to skip or hide a few screens of the survey based on respondents’ answers.

  • Logic-based NPS Question for Promoters - In the case of promoters, you can express your excitement before asking a follow-up question. Ask them that ‘We are thrilled you feel that about us. Care to tell us why?'
  • Logic-based NPS Question for Detractors & Passives- As your detractors and passives know that you are aware that they aren’t happy. So, you can use the follow  up question like ‘Care to tell us why? Your feedback will help us to improve?