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20+ Best Net Promoter Score Survey Questions in 2024


Jane Ng 16 April, 2024 12 min read

Customer perception is what determines whether a business survives and develops.

Therefore, more and more companies are using the Net Promoter Score (NPS) - net promoter score survey as the easiest way to determine customers' feelings about their products/services. From there, businesses can plan to grow and attract more customers by improving their strengths and eliminating their weaknesses.

This article will help you better understand the importance of NPS, few NPS question samples and a detailed instructions on how to use NPS survey results to improve business performance.

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What is Net Promoter Score Survey?

Net Promoter Score or NPS measures how willing your customers are to recommend your company's products or services to others. In addition, the NPS index is also used to survey the satisfaction and loyalty of customers with products or services and indirectly reflects the growth ability of the business. 

Net Promoter Score Survey
NPS Survey Questions - Net Promoter Score Survey - What it means?

NPS rating can be applied to almost any industry with this survey structure consisting of a two-part questionnaire:

  • First part: The rating question - ask your customers to rate your business, product, or service on a scale of 0 to 10.
  • Second part: The open-ended question about why a particular score was given in the first part.

How Do You Make A Net Promoter Score Survey?

After the survey results are available, the customers will be classified into 3 categories by net promoter score benchmarks:

  • Promoters (scores 9 - 10): They are loyal customers. They love to recommend your brand to people in their social or professional circles.
  • Passives (scores 7 - 8): They are customers who are satisfied with your service but may convert to using your competitor's product/service if given the opportunity. They are neutral - will not spread negative word of mouth but won't promote your brand either.
  • Detractors (scores 0 - 6): They are customers who are not satisfied with your product or service. They share their bad experiences with others and damage the company's reputation. They don't want to buy your product/service again and will discourage others as well.

Both ratings and open-ended questions are in the standard format used by most NPS services. However, you can customize your survey to the specifics of your business and the goals of your NPS campaign.

Net Promoter Score Survey - Image: survicate

It’s simple to calculate your final NPS score – use this formula: NPS = %Promoter - %Detractor

For example: When surveying 100 customers, the result is 50 Promoters (50%), 30 passives (30%), and 20 detractors (20%), your NPS score will be calculated as 50 – 20 = 30.

Thus, the NPS is 30, which shows that the customer experience is not good, and customers can easily abandon you when other products are better. You need to research to find the problem to improve.

How To Interpret Net Promoter Score Survey?

Net promoter score survey normally ranges from -100 to 100. The score is negative when a company has more detractors than promoters and positive in the opposite situation.

What is a good NPS?

Any score above 0 is "good" because it shows that a business has more promoters than detractors.

Of course, the higher the NPS, the better, and you can assume that the top corporations in the world will score between 70 - 80. However, in 2022, NPS score of Apple is a 47, Nike NPS score at 50, Microsoft NPS score is a 42, and Tesla NPS is a 40.

A perfect score of 100 is a score that no other business has yet achieved.

What is a bad NPS score?

Any score below 0 indicates that a business has more detractors than promoters. A negative NPS is a sign that a business has some serious work to do to improve the situation, reduce the number of unhappy customers, and generate more promoters.

Why Is Net Promoter Score Survey Important?

NPS plays an indispensable role for businesses. When determining NPS, a company can plan and orient their business following the reality of customers' wishes and increase customer experience. NPS has specific roles:

Increase Customer Loyalty - Important for Net Promoter Score Survey

NPS survey tool helps businesses assess customer loyalty and the ability of customers to recommend the brand to their loved ones. Besides, it also helps to measure the percentage of customers leaving your business to switch to using a competitor's product or service. Research shows that a 5% increase in customer retention can increase business profits by 25%-95%.

Identify Weaknesses- Important for Net Promoter Score Survey

Too many customers answering the NPS question with low scores indicate that the business is entering a period of crisis. However, this is also an opportunity to collect feedback objectively so that businesses can come up with the closest and most realistic strategies. 

Net Promoter Score Survey
Customer giving quality feedback flat vector illustration. Smiling people choosing top service. Business success via client satisfaction. Reviews and survey concept

Identify The “detractors” and Limit The Damage

When measuring NPS, businesses will know the Unsatisfied Customers (Detractors). Customers usually are three times more likely to talk about their bad experiences with others than to share their positive experiences. So, having identified the dissatisfied customers, the business should find out the reason behind that dissatisfaction and the factors they want you to improve. There is no fastest way to limit the detractors by pleasing them in time.

Identify “Promoters” and Gain New Customers

For satisfied customers, you can ask them to rate or review your business on e-commerce and social sites. Then after they finish evaluating, you can give them discounts and incentives. People often trust word-of-mouth recommendations from acquaintances, when they are referred to any business on social media by their friends, they are more likely to make a purchase.

Create a communication channel between customers and businesses

NPS surveys open up channels of communication between your customers and your business. It is possible to get new development ideas, better understand customer requirements and know how the business is going. Besides, this is also the place where customers interact and receive feedback, limiting customers to go public on the internet if they are not satisfied. You can evaluate the ability of customers to continue using products and services. At the same time, you can also introduce other products and services while interacting with customers.

More Types of Survey

20+ Questions To Ask In The Net Promoter Score Survey (NPS Score Questions)

Suppose you’re struggling to increase your survey response rate and get actionable feedback. The following sample questions may help you.

Rating survey questions -Net Promoter Score Survey

Ask customers to rate your company/product/service

If you’re just getting started with Net Promote

The classic question to create an NPS survey is:

“On a scale of 0 to 10, how likely are you to recommend our business/product/service to friends, colleagues, or family?”

This question is designed to capture customer satisfaction with your company/product/service. It establishes the foundation of communication with your customers, allows them to speak their minds, and is the perfect icebreaker. On the other hand, the response you get after this question represents the best overall outcome of your company/product/service. It also measures customer loyalty for you to adjust for subsequent campaigns.

Ask customers to rate a specific experience.

Just tweak the question, and you will be surprised how easy it is to narrow down a specific customer experience.

You can add a fundamental NPS question to measure the likelihood of being suggested with some phrases like the examples below:

  • "After the latest feature updates, how likely are you to recommend (company/product name) to a friend or colleague?"
  • Considering your (recent) buying experience, how likely are you to recommend (company/product name) to your friends or family?”
  • “How likely are you to recommend (company/product name) to your friends based on your interactions with our customer service team?”

These questions will highlight any issues that require immediate action to improve customer satisfaction and thus bring in more happy customers.

Replace the phrase “friend/colleague/family” with the target audience

Depending on your product and target customers, you can customize your survey form by changing the audience; customers can recommend your product or business. Instead of the standard “friend/colleague/family”, consider changing the Net Promoter Score question to the following:

  • “Can you recommend (name of company/product/service) to someone with a similar challenge?”
  • “How likely are you to recommend (company/product/service name) to someone with similar interests?”
  • “How likely are you to recommend (company/product name) to your circle?”
Net Promoter Score Survey - Image: freepik - NPS Example Questions

Open-Ended survey questions - Net Promoter Score Survey

You can personalize the NPS follow-up open-ended question based on the score given by the respondent. Look at the open-ended examples below that you can use as alternatives to the standard question: “What is the main reason for your score?”

“What do you like most/least about (company/product/service name)?”

This question helps you understand what your customers think and feel after interacting with your product or service. It is easily customizable for both Promoters and Detractors. If you know what is working or not for your customers, you can tweak everything to serve them better.

With a large enough number of answers, this question can help you discover new insights to use in your advertising and marketing campaigns and new ways to position your products and brand.

"What was missing or disappointing in your experience with us?"

Constructive criticism can be very valuable to your business. This is an excellent example of encouraging customers to discuss aspects of your product or service that they do not like.

“How can we improve your experience?”

With this question, the Passive can make practical suggestions on what you can do to take your product or service to the next level.

With Detractors, you will know exactly what to do to fix the error and get your product/service on track. 

"Can you list three things we could improve about our product/service?"

Suggesting customers list three specific reasons why they do not like your product/service will save you time finding errors. Customer suggestions will guide your actions during product design and development. In addition, you will better understand your target audience and expand your customer list based on new insights.

"What are the main benefits of using our product/service?"

Just like prompting customers to state your product/service's weaknesses, asking them to specifically talk about your strengths and what they love about your product/service will help you focus and improve on features that are used and emphasized much. It will help to turn these strengths into your unique selling points.

Why did you choose our products over our competitors?”

What exactly do customers like about your product? What makes them choose you over you? Because of the beautiful interface design? For ease of use? Fast delivery? Diverse options? This question will help determine exactly what makes you stand out so you can grow and exploit this profit further.

Don't know where to start? Try the ten suggested questions below for your net promoter score survey.

  • What change in the (product/service name) would make you want to continue using us?
  • What would it be if you could change anything in (product/service name)?
  • What convinced you to become a customer?
  • What improvements did (product/service name) bring to you/your work routine
  • What would you need that would make (product/service name) essential for you?
  • Please list three things that convinced you to choose us over our competition.
  • What was your biggest challenge when searching for the right (product type) for your business?
  • What is the one thing we can add that would make (product/service name) imperative/essential for you?
  • What specific challenges does this (product/service name) solve for you? 
  • What is the one thing we can do to make this (product/service name) better for you? 
  • Why would you NOT recommend our (product/service name)?

'Thank You Message' for Net Promoter Score survey

Image: freepik

Thank You Message - Promoters

Thanks for your valuable feedback. You made our day!

It's great to have a dear friend like you. We will work to improve and show you the best experience at (company name).

Thank You Message - Passives

Thank you for your valuable feedback. You made our day!

Your thoughts and suggestions are critical to us as we strive to improve the product and make it better every day.

Thank You Message - Detractors

Thank you for your valuable feedback. 

We highly respect your suggestions, whether good or bad. See you in the future to discover how we can further improve our product/service to exceed your expectations.

3 Ways To Improve Net Promoter Score Survey

  • Be Specific and Clear: Use the survey wisely to get very specific about what you hope to discover by asking straightforward, direct questions that focus on the main topic.
  • Limit the number of questions: A minimum of 1 question should be used to rate a business from 0 to 10. Then 2-3 open-ended questions to determine the rationale behind the rating.
  • Choose the right platform: The most common survey methods are through an email campaign or a pop-up survey on the website.

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