NPS Survey Form Template
The Net Promoter Score (NPS) is a standard metric for measuring customer loyalty, but the score itself only tells part of the story. To drive real improvement, you must understand the reasoning behind the numbers. This template couples the classic rating question with targeted follow-ups to turn a simple index into actionable feedback.
Deconstructing the NPS Flow
This survey template is optimized to gather both quantitative scores and qualitative insights:
- The Core Question: Asks customers how likely they are to recommend your service or product to a friend on a scale from 0 to 10.
- Understanding the Cause: Promptly follows up by asking for the primary reason behind their score, giving you immediate context.
- Identifying Influence Areas: Asks which specific operational area (such as product quality, customer support, or pricing) had the greatest impact on their choice.
- Enabling Dialogue: Includes a yes/no question regarding follow-up conversations. If the customer is open to a call, they are prompted to provide their email address.
Turning Scores Into Actions
Segment your respondents based on their scores to focus your follow-up strategies:
- Promoters (9-10): Focus on leveraging their enthusiasm. Ask for testimonials, reviews, or invite them to a referral program.
- Passives (7-8): Work on closing product or service gaps. Ask what minor improvements would make their experience exceptional.
- Detractors (0-6): Prioritize immediate outreach. Resolve their active complaints to prevent churn and protect your brand’s reputation.
Frequently Asked Questions
How is Net Promoter Score calculated?
NPS is calculated by subtracting the percentage of Detractors (scores 0-6) from the percentage of Promoters (scores 9-10). The score ranges from -100 to +100.
How often should we send NPS surveys to our customers?
Avoid over-surveying. Sending NPS surveys bi-annually or quarterly is typical for relational tracking, while transactional NPS can be sent after key milestones.
Why should we ask for permission to follow up on NPS scores?
Some customers leave feedback but prefer not to be contacted. Asking for permission respects their boundaries and ensures your support team only reaches out to receptive users.
What is considered a good Net Promoter Score?
Generally, any score above 0 is good, meaning you have more promoters than detractors. Scores above 50 are excellent, and scores above 70 are world-class.