Looking for NPS survey questions? Here are 12 great examples you can copy to measure customer satisfaction and improve your business strategies.
Approximate read time: 11.5 minutes
If you've heard of Net Promoter Score (NPS) surveys but know little about them, this guide has everything you need to get up to speed!
In this post, we'll show you some top-notch NPS survey examples from around the web and give you some best practices to follow. Then, we'll show you how to create effective customer satisfaction surveys in WordPress.
So, are you ready to become an NPS pro? Let's go!
What is an NPS survey?
Net Promoter Score (NPS) surveys measure customer loyalty and the likelihood of customers recommending products or services.
NPS surveys are standardized, with a set 0-10 point scale.
The typical NPS question is, "How likely are you to recommend our product/service to a friend or colleague?"
Then, customers choose a number from 0 to 10 on how likely they are to recommend a company, product, or service.
Based on their responses, customers are then broken down into three types:
- 😃 Promoters (9-10: your most loyal customers)
- 😐 Passives (7-8: satisfied customers with no loyalty)
- 😡 Detractors (0-6: unhappy customers)
The goal is to get as many promoters as possible. But even if you don't get the desired results, you can use this survey to learn how to improve your NPS score.
Because you can add follow-up questions!
Adding a follow-up question (or a couple) is a great way to gauge customer expectations, needs, and pain points.
Ideally, you'd ask an open-ended question to get more qualitative information. However, you can also add targeted multiple-choice questions like Likert Scales to gather more precise quantitative data.
Here's what that could look like:
We'll dive into the questions to ask in an NPS survey here in a bit. 🔜
But first...
What is a Net Promoter Score?
The Net Promoter Score is the percentage of Promoters minus the percentage of Detractors. For example, if you have 80% promoters and 10% detractors, your NPS score is 70.
It's fairly straightforward, but check out this article on how to calculate a Net Promoter Score to learn more!
So, why use NPS surveys?
NPS questions and scores can tell you (and potential customers) a lot.
They go beyond telling you if a customer likes your service or is happy based on their recent purchase.
Here are just a few reasons to use NPS survey questions:
- Measure customer satisfaction
- Quickly identify areas for improvement
- Customers feel listened to, increasing loyalty
- Stand out from competitors thanks to NPS scores
So whether you want to improve your site's user experience or streamline customer support, an NPS survey is invaluable.
Types of NPS survey questions
Generally, there are two survey questions: primary and follow-up.
1. Primary NPS question
This question asks customers to rate your product/service on a scale.
Usually, it's 0-10, but you can use one of your own if you wish. The response to this question can be used to calculate your overall NPS score, so nailing this and getting customers to respond is crucial.
2. Follow-up questions
Your follow-up is an open-ended question to help you better understand the customer experience.
Whether it's areas of improvement, the features they like the most, or even asking to leave a review.
You can customize the questions based on what you want to learn.
Examples of Net Promoter Score questions
Now that we better understand how NPS surveys work, we can consider practical ways to ask for feedback.
Below are 12 great examples of NPS questions to improve your NPS response rate today.
So, if you’re wondering what questions are good for NPS surveys, keep reading! 👇 🤓
1. "How likely are you to recommend us after this experience?"
The classic primary NPS question is, “How likely are you to recommend...?”.
However, you can always change it or offer several options based on the customer's journey.
If you're talking to a returning customer, you can personalize their experience by adding conditional logic to the form.
For example, ask, "How likely are you to recommend this product to a colleague or friend?" This way, the customer can base their response on their satisfaction with the product rather than your company.
2. "How likely are you to recommend X to someone like you?"
You can adjust this kind of question to fit your niche. After all, some people have hobbies or interests they may not share with family, friends, or coworkers.
So why not see if they'd share it with someone in the same industry or community?
This can provide helpful context and help you identify which products are performing well for your target audience.
For example, if someone loves cats but dog lovers surround them. They wouldn't likely recommend your company's excellent KittyCam to their friends. But if they found another feline fanatic and hit it off, they'd be happy to recommend it.
In other words, the more specific your questions are, the more helpful your data is.
3. "Which features do you value most?"
This Net Promoter question example can work in several ways.
For example, you can leave the question open or provide a conditional dropdown list of options.
This is an excellent way to get deeper insights into the product or service your customers are interested in. A question like this lets you quickly identify pain points, understand customer behavior, and more.
Plus, it makes it easier to prioritize these features when updating your products.
4. "Would you be willing to provide a review of our product/service?"
Nothing builds trust like social proof.
Pretty convincing, right?
So why not ask happy customers to leave a review or testimonial? Then, you can showcase it on your website or emails to increase conversion rates. Thanks to conditional logic, you can make it so you only ask the right people for reviews!
Or, use it with your Detractors and Passives to ask a different question and learn how to improve.
5. "What did we do well?"
Ideally, you're using this question with Promoters, which allows you to see what your customers love about your product/service.
You can even find customer feedback NPS templates to use to make things even easier.
Often, the thing that makes the difference isn't even something on your radar!
6. "What could we do better?"
Asking what you could do better is an excellent follow-up question for anyone who leaves a less-than-desirable score. Again, conditional logic lets you ask the right person at the right time.
This question helps explain a low Net Promoter Score and helps you identify areas for improvement.
It also shows customers that you care about their experience! And everyone appreciates a business that's open to feedback.
7. "How helpful was our support team?"
This is a perfect way to personalize your NPS survey.
If you know the customer interacted with your support team, you can direct them down a path to get feedback on your customer service.
And guess what? Once again, conditional logic saves the day by letting you ask different questions based on the user's previous answers. So, you can dig deeper into issues to turn those Passives into Promoters!
8. "How frequently do you use our product/service?"
An excellent follow-up question helps get more information from your customer on how you can improve.
One way to do that is to ask your customers how often they use your product. This is a great way to see where things may be going wrong.
For example, your Detractors and Passives may not use the product often. So, you could create a tutorial for them to use. This would help them understand your product and make them more likely to use it.
Finding a better way to guide them through the first steps could make a huge difference.
9. "What could we do to improve your experience with us?"
This is another one of the most common NPS questions.
And it works well for both fans of your company and any unhappy customers.
Cancellation or refund requests are also a great opportunity to ask this question.
10. "How likely are you to purchase from us again?"
This one's straight to the point.
This is a great question to ask if you're curious why you aren't getting more repeat customers.
Based on the responses, you'll know exactly where you stand. Then, use a follow-up question to see where things went wrong or what customers most appreciate.
11. "How would you rate our product/service compared to our competitors?"
A rating question is a great way to gather feedback from Passives and Detractors.
You get an honest review of how you compare to competitors. You can also calculate your NPS relative to the companies or products you're competing with.
You could also try a “Would you recommend” survey asking if they’d recommend you over competitors.
Also, a tremendous qualifying question before this would be, "Have you used other products/services?"
If they answer yes, you show them this question. If they answer no, you skip it.
12. "Are there any areas where we didn't meet your expectations?"
Another question that helps you focus on areas of improvement and a great NPS follow-up question.
This question is a variation of the "What could we do to improve your experience with us?" but is more specific.
This is the perfect opportunity to survey your customers to turn Detractors and Passives into Promoters!
Best practices for creating NPS surveys
Now, just because you have all of these questions in your toolbelt doesn't mean you want to use all of them.
The longer your survey, the less likely customers are to complete it. Sure, you can use form abandonment tracking to track partial entries, but it's always best to keep things short and sweet!
Here are a few NPS survey best practices to keep in mind:
- Keep it simple and short
- Avoid bias
- Use a simple scale
- Ask an open-ended follow-up question
- Provide context to the customer
- Use your audience’s language
- Test, test, test
1. Keep it simple and short
People hate filling out forms.
And they especially hate filling out long forms, especially when there's no direct benefit.
So, keep it simple. We recommend 2-3 questions maximum. You can also turn it into a conversational form so you only ask users 1 question at a time.
2. Avoid bias
To get accurate answers, you need to ask the right questions.
Remove any bias from your questions and ensure that they are worded in a way that doesn't lead customers to a particular answer.
- How much did you love our service? ❌
- What did you think of your experience? ✅
3. Use simple scales
Make it easy to understand.
You're already using basic NPS questions, so provide basic scales to match. Typically, a scale of 1-5 or 1-10 is standard.
4. Ask an open-ended follow-up question
You can start with a closed-ended question like "How likely are you to recommend us after your experience?"
You give the customer a chance to provide a numbered score for the experience, which is easy to measure. Next, you can follow up with one or two examples of open-ended questions from above.
5. Provide context to the customer
Customers don't like it when you fool around with them.
If you ask a question, make it obvious why you're asking it and how it helps. People are more likely to answer if they feel you'll use their survey results properly.
6. Use your audience's language
You first need to know your audience to sell a product or service. Then, use their language and speak to them in a way they understand and relate.
If they like jokes and puns, use them! If they're more professional, switch up your language to match.
And if they speak a different language entirely, consider translating your survey!
7. Test, test, test
These questions and examples are only going to help get you started.
You must test, measure, adjust, and test again to perfect your NPS survey questions.
Find what questions work, what don't, or what format resonates with your audience. Then double down on it. (Then test it again! 😉)
How to add NPS survey questions to your site
A survey is just a form. So, to add an NPS survey to your website, you don't need fancy, specialized survey software — you need a good form builder!
Formidable Forms is the best WordPress form plugin you'll find. It even has an NPS survey template that allows you to get started in seconds.
Then, use the built-in form styler to customize the look of your survey in a few clicks.
We're working on a step-by-step NPS survey tutorial, so stay tuned! We'll add the link here as soon as it's available!
Ready to get started with NPS survey questions?
Do you feel like a Net Promoter Score survey master now? We hope so! 🙂
With the insights they give you, it's hard not to be excited to get one on your website and improve your customer journey.
So, go start creating! You can also check out this post to learn how to calculate your NPS score.
And if you're ready to start on WordPress, grab Formidable Forms and start building your dream survey!
Get Started With Formidable Forms!
Also, follow us on Facebook, Twitter, and YouTube for more great survey tips and tricks!
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I detest the "How likely are you to recommend..." question. I rarely recommend anything unless someone asks my opinion (which rarely happens), so my answer is almost always "extremely unlikely" — even when I was completely satisfied with whatever the survey is asking about.