Net Promoter Score (NPS) Survey Template

What Questions Are in This Net Promoter Score Survey Template?

This NPS survey template includes 2 questions across 3 screens. Intentionally minimal — the power of NPS is its standardization and simplicity. Adding questions to a core NPS survey dilutes the methodology and makes comparison against industry benchmarks unreliable.

• "On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?" (NPS 0-10 scale) — The exact Reichheld NPS question. Respondents split into three segments: Promoters (9-10) who actively advocate for your brand, Passives (7-8) who are satisfied but vulnerable to competitors, and Detractors (0-6) who are unhappy and may spread negative word-of-mouth. Your NPS = (% Promoters) minus (% Detractors), producing a score from -100 to +100. Track quarterly — NPS measures the relationship, and relationships shift over months, not days. Read the complete NPS guide for methodology deep-dive.
• "What is the primary reason for your score?" (Open-ended text) — The qualitative backbone of NPS. Without this question, NPS is just a number. With it, you know why Promoters promote ("your support team went above and beyond"), why Passives sit on the fence ("good product but pricing is high compared to alternatives"), and why Detractors detract ("promised feature X six months ago and it's still not here"). Feed these responses into AI-powered feedback analytics to auto-tag themes across hundreds of NPS responses. The top 3 detractor themes become your loyalty improvement roadmap.

NPS Benchmarks — What Your Score Actually Means

NPS benchmarks vary significantly by industry, geography, and company stage. Using another company's NPS as your target is misleading — but these reference points hold up across published research:

• NPS above +70 is exceptional. Companies at this level (Apple, Costco, USAA) have created loyalty that borders on brand devotion. If you're here, protect what you have. The key driver data from your open-ended responses tells you exactly what to protect.
• NPS between +30 and +70 is strong. More promoters than detractors, healthy growth dynamics. The improvement opportunity is in converting Passives (7-8) to Promoters (9-10). Passives are the most underinvested segment in most NPS programs — they're satisfied enough to stay but not loyal enough to recommend. One positive surprise moves a Passive to a Promoter; one disappointment moves them to a Detractor.
• NPS between 0 and +30 is average. You have more promoters than detractors, but the margin is thin. Read your detractor open-ended responses carefully — they tell you exactly where loyalty is leaking. Fix the top detractor theme and you'll see the most NPS movement. See what constitutes a good NPS by industry.
• NPS below 0 is a critical warning. More detractors than promoters. Negative word-of-mouth likely exceeds positive. The open-ended data is your emergency diagnostic — concentrate resources on whatever detractors mention most frequently. Don't try to fix everything; fix the one thing that the most detractors agree on.
• The trend matters more than the snapshot. An NPS of +25 trending upward from +15 is healthier than a +40 trending downward from +55. Use NPS reports and dashboards to visualize the trajectory over 4-8 quarters.

When to Use a Standard NPS Survey vs. an NPS Key Drivers Survey

This Net Promoter Score survey template uses an open-ended follow-up. The NPS Key Drivers template uses MCQ follow-ups. When to use which:

• Use this standard NPS survey template for discovery. When you don't yet know what drives loyalty and detraction in your customer base. The open-ended responses surface unexpected themes — reasons you wouldn't have thought to include in an MCQ list. Run this version for your first 2-3 NPS cycles to build a category map of loyalty drivers.
• Use the NPS Key Drivers template for tracking. Once you've identified the top 5-7 loyalty drivers from open-ended analysis, switch to the structured MCQ format for ongoing measurement. You'll get instantly quantifiable data: "38% of detractors selected pricing" instead of having to analyze free text every quarter.
• Alternate between them. Run the standard open-ended NPS annually for discovery (catching new drivers that emerge as your product and market evolve). Run the key drivers version quarterly for structured tracking. This combination keeps your driver list current while giving you dashboardable data most of the time.

Who Should Use This NPS Survey Template?

NPS is the most widely adopted loyalty metric in B2B and B2C. Here's where this template fits:

• CX leaders establishing a loyalty measurement program — If you don't have NPS yet, start here. Two questions, 30 seconds, standardized methodology. You can benchmark against published industry scores and track your own trajectory over time. No other loyalty metric has as much published benchmark data.
• Customer success teams tracking relationship health — Deploy quarterly to your customer base. Cross-reference NPS with renewal rates to see how predictive the score is in your business. In most SaaS companies, accounts with NPS above +50 renew at 90%+; accounts below 0 renew at 40-60%.
• Product teams measuring the loyalty impact of releases — Run NPS before and after a major product release to see whether the release moved loyalty. The open-ended follow-up captures release-specific feedback: "love the new dashboard" or "the update broke my workflow." Read about relationship vs. transactional NPS for more on timing strategy.
• Marketing teams building a referral program — NPS identifies your Promoters by name. Route 9-10 respondents to a review request survey or referral program. These are the customers most likely to convert into advocates — and NPS tells you exactly who they are.