The Net Promoter Score (NPS®) survey may seem unbelievably simple—consisting of just one question. But behind this simple question lies a long history, extensive research, and a wealth of additional information you need to know to use it effectively.
In this guide, we’ll cover everything you need to know about Net Promoter Score survey questions, including over 50 examples and tips to get started.
NPS Survey Question: What is NPS?
Net Promoter Score (NPS) is a widely used metric for measuring customer loyalty. This metric helps businesses assess overall customer satisfaction and predict future growth.
NPS is an important tool for customer relationship management, providing:
- A clear measure of customer loyalty, helping businesses assess and track satisfaction levels over time.
- Deep insights into customer sentiment, categorizing respondents as promoters, passives, or detractors.
- Predictions about retention and growth, since a higher NPS indicates long-term customer commitment.
- Opportunities for improvement, leveraging feedback from detractors to enhance products and services.
- Competitive benchmarking, allowing businesses to compare performance against industry standards.
- Strategic direction for customer experience, ensuring efforts align with customer expectations and needs.
What is the structure of an NPS survey?
The NPS survey structure includes the basic NPS question: ‘How likely are you to recommend a company, product, or service to a friend or colleague?’ with a scale from 0 to 10. Some surveys also include a follow-up open-ended question to collect qualitative feedback about the rating.
50 Examples of NPS Survey Questions for 2025
Main NPS Question Example
- "On a scale from 0 to 10, how likely are you to recommend [Company/Product/Service] to a friend or colleague?"
Examples of NPS Follow-up Questions
General Follow-up:
- What is the main reason for your score?
- What can we do to improve your experience?
- What could we change to provide you with a better experience?
- Which feature or service makes you more likely to recommend our [Company/Product/Service]?
Follow-up for Promoters (score 9–10):
- What do you like most about our product/service?
- Why did you give us this score?
- Would you be willing to provide a testimonial or review?
- Would you like to participate in customer advocacy programs (e.g., case studies, testimonials, referral programs)?
Follow-up for Passives (score 7–8):
- What would make you rate us higher?
- What can we improve to better meet your needs?
- Which feature or improvement would make you rate us higher?
- If you could change one thing about our product/service, what would it be?
Follow-up for Detractors (score 0–6):
- What was missing or disappointing in your experience?
- What can we do to resolve the issue for you?
- What can we do to improve your experience?
- What specific issues led to your rating, and how can we address them?
- What changes or improvements would make you more likely to recommend our product/service?
Examples of Customer-Specific NPS Questions
- How likely are you to continue using our product/service in the next year?
- How likely are you to recommend our product/service to someone with similar needs?
- How likely are you to continue recommending our product/service to others in the future?
Examples of Customer Service NPS Questions
- Would you be willing to recommend our self-service support options?
- Would you be willing to recommend our live chat support service to others?
- Would you recommend our customer support service to your friends or colleagues?
Examples of Post-Purchase NPS Questions
- Based on your recent purchase, how likely are you to recommend us to a friend or colleague?
- Based on your recent interaction, how likely are you to recommend us to a friend or colleague?
Examples of Industry-Specific NPS Questions
Technology Sector
- How likely are you to recommend our software based on its ease of use?
- Based on the support you received, would you be willing to recommend our platform?
- How likely are you to recommend our software based on its integration with other tools you use?
E-commerce and Retail
- How likely are you to recommend us based on your recent shopping experience?
- How likely are you to recommend our store based on your delivery and return experience?
- How likely are you to recommend our store based on product value?
Healthcare
- How likely are you to recommend our clinic based on the quality of care you received?
- How likely are you to recommend our healthcare facility based on appointment scheduling?
- How likely are you to recommend our pharmacy based on convenience and service quality?
Telecommunications
- How likely are you to recommend our internet service based on connection stability?
- How likely are you to recommend our customer support service based on your recent interaction?
Automotive Industry
- How likely are you to recommend our service center based on repair quality?
- How likely are you to recommend our vehicles based on overall reliability?
Financial Services
- Would you be willing to recommend our investment services based on portfolio management ease?
- Would you recommend our lending services?
Employee NPS (eNPS) Questions
- On a scale from 0 to 10, how likely are you to recommend [Company] as a great place to work?
- How likely are you to recommend [Company] based on career development opportunities?
- How likely are you to recommend [Company] based on leadership and workplace culture?
eNPS Follow-up Questions:
- What do you like most about working here?
- What is one thing that could improve your work experience?
- Do you feel supported in your role? Why or why not?
3 Main Types of NPS Surveys
Net Promoter Score (NPS) surveys are an effective way to assess loyalty and satisfaction, but not all NPS surveys serve the same purpose. There are three main types of NPS surveys, each designed to measure customer or employee sentiment in different contexts.
1. Transactional NPS (tNPS)
Transactional NPS surveys are triggered after a specific interaction or event, such as:
- Customer service call
- Product purchase
- Onboarding experience
tNPS surveys help businesses identify strengths and weaknesses at key customer touchpoints. Since tNPS surveys capture real-time feedback, they are useful for quickly improving customer interactions.
Example of Transactional NPS
If a customer reports a complicated checkout process, the company can quickly simplify the process by reducing the number of form fields or adding a progress indicator. By tailoring NPS survey questions to each stage and specific interaction in the customer journey, businesses can gather targeted insights to find ways to enhance satisfaction, loyalty, and the overall customer experience.
2. Relational NPS (rNPS)
Relational NPS surveys assess customer loyalty and overall perception of a brand over time. Instead of focusing on a single transaction, rNPS surveys ask customers about their likelihood to recommend a company based on their entire experience. Businesses often send rNPS surveys periodically, such as quarterly or annually, to track customer loyalty trends.
Example of Relational NPS
A subscription-based software company might send rNPS surveys every six months to assess customer satisfaction with the platform, customer support, and overall value. If scores begin to drop, the company can investigate whether issues like product usability, pricing, or support response times are affecting customer loyalty.
3. Employee NPS (eNPS)
eNPS measures how likely employees are to recommend their company as a great place to work. A high eNPS indicates high employee satisfaction and engagement, while a low score may signal issues with company culture, leadership, or working conditions.
Example of Employee NPS
If employees in the company’s annual eNPS survey report low scores due to poor work-life balance, management can take action by adjusting workloads, offering flexible work arrangements, or improving internal communication.
What to Do with Feedback from NPS Survey Data
Collecting NPS survey data is just the first step—how you handle the feedback is what truly makes an impact. Here are the main ways to analyze and act on NPS feedback to improve customer and employee experience.
Segment Feedback for Deeper Insights
Analyze NPS feedback by demographic data (e.g., age, personality, income), customer lifecycle stage, or other key factors to understand trends among different groups. This helps pinpoint exactly where improvements are most needed.
Pro Tip: When implementing NPS strategies, it’s important to consider the diversity and scale of your customer base to ensure survey feedback represents your entire customer group.
Identify Key Themes from Open-Ended Questions
Open-ended feedback provides valuable context. Analyzing common themes in customer comments can highlight widespread pain points or positive experiences that influence overall satisfaction.
Act on Detractor Feedback
Detractors (scores from 0-6) express dissatisfaction. Reach out to these customers to understand their concerns, resolve issues, and prevent customer churn.
Leverage Promoter Feedback
Promoters (scores 9-10) are your brand advocates. Encourage them to leave reviews, share testimonials, or participate in referral programs to amplify positive word-of-mouth.
Engage Passive Respondents
Passives (scores 7-8) are neutral but can be influenced. Understanding what motivates them to become promoters can help boost loyalty—whether it’s better pricing, improved features, or enhanced service.
Implement Targeted Improvements
Use NPS feedback to drive specific changes, such as simplifying a confusing onboarding process or improving customer support responsiveness. Small, targeted improvements can significantly increase satisfaction.
Track Trends Over Time
Regularly monitor NPS scores and qualitative feedback to identify shifts in customer sentiment and measure the impact of changes you’ve made.
Incorporate Feedback into Strategy
NPS insights inform broader business decisions, from product development to customer service training, ensuring improvements align with customer expectations and drive long-term success.