NPS Survey Questions

NPS Survey Questions

You want answers? You’ll need to ask some questions! Many people don’t know that NPS questions can differ quite considerably. Read on for pro insights on how to pose the right question for your context and audience.

Asking the right question in the right format can dramatically increase engagement rates which will give you a much more accurate score. Check out the Ultimate Guide to NPS if you haven’t already.

When you’re ready, why not load up your perfected NPS question into Customer Thermometer? Start a free trial today…

Set Up Your NPS Survey Today Create a free Customer Thermometer account (No credit card required – Fully functional account). Set up an NPS survey and discover why over 10,000 teams choose CT to track, measure and improve their NPS program.

Who should be using NPS survey questions

Anyone and everyone! NPS is appropriate to organizations of every type, sector and size. It’s used throughout the Fortune 1000 and among far smaller businesses too. In that respect, NPS is a great leveller – a business tool that’s exactly the same for tiny companies on micro budgets all the up to mega-bucks corporations.

The premise of NPS is to ask a simple, repeatable question. This is important for the integrity of the data you collect. However, there are some variations in how the question can be asked to take account of the context.

9 example NPS survey questions

The classic NPS question is:

On a scale from 0-10, how likely are you to recommend us/COMPANY to a friend or colleague?

NPS survey example

The data gleaned from this applies to the organization as a whole. However, to be more specific, you can change it up like this:

On a scale from 0-10, how likely are you to recommend PRODUCT/SERVICE to a friend or colleague?

NPS survey question example

The entity being recommended can be changed to anything appropriate, depending on the context. For example, if your business is guided tours, that entity might be a person:

On a scale from 0-10, how likely are you to recommend your guide Frank Peterson to a friend or colleague?

fun NPS survey question example

Adding the tour guide’s name rather than just saying ‘tour guide’ is preferable because it inspires confidence in the customer that you know who their tour guide was. This makes customers more likely to complete the survey.

Another example would be a hotel chain. It might be valuable to enquire about the NPS score for the hotel chain as a whole. But what if you’re asking the question to a hotel guest as they’re checking out of a specific hotel in New York? 

On a scale from 0-10, how likely are you to recommend the Best Sheraton Midtown Manhattan to a friend or colleague?

tour NPS survey question example

All the NPS question examples so far make most sense when asked at the end of the customer’s experience. The following question can be asked earlier on:

On a scale of 0-10, considering your experience with us so far, how likely are you to recommend XXX to a friend or colleague?

cx NPS survey question example

You can switch this up to be more specific to an aspect of the customer journey, touchpoint or process. For example:

Now that you’ve experienced our fast-track booking, how likely are you to recommend XXX to a friend or colleague? (0-10)

net promoter survey question example

The last part of the question you can alter is the imagined person the customer is making their NPS recommendation to. So, instead of “friend or colleague”, you can be more specific. 

On a scale from 0-10, how likely are you to recommend Personal Injury Lawyers 4U to someone who’s had an accident that wasn’t their fault?

Net promoter nps survey question

Or to take a more B2B example:

On a scale from 0-10, how likely are you to recommend Sage Accountancy Solutions to other finance professionals?

NPS survey question template

Sometimes being too specific about who customers would recommend something to can impact response rates. A more general approach would be:

On a scale from 0-10, how likely are you to recommend XXX to someone like you?

NPS survey question

Follow up NPS questions

NPS surveys could end after just that first question. However, more value is achieved by positioning a second, follow-up question. An understanding to the context can be more important than the response itself. Have a look at the drivers feature. These questions may differ depending on what the customer’s response was. Typically, routing to the appropriate follow-up question would segment according to detractor, passive or promoter categorization.

Each of the questions below should be presented with a range of answer options, plus a free text comment box.

To detractors

Which of the following do we need to improve on?

To passives 

Why would you not recommend us?

OR

What could we have done to make it a 9/10?

To promoters

What did we do well?

3 ways to deploy your NPS survey questions

Email blast

You can send an email blast to your customers with an NPS survey question (On a scale of 0-10, with 10 being the most likely, how likely are you to recommend us to a friend or colleague?”) embedded right within from the body of the email message. This helps drive up the response rate as the customer can click from directly within the email they receive. They are incredibly simple to set up, totally configurable and can alert you to unhappy customers in real-time.

Embedded Signature surveys

If you’re regularly emailing your customers from Outlook or Gmail, you get get a regular pulse of feedback from the email signature area by adding the NPS feedback surveys so they’re always part of your signature. This is an excellent way of getting a steady stream of NPS feedback and shows how much you care about your customers as you have a visual representation of it in every email you send.

Embedded on website

By adding a simple pop-out window or side section to your website, you can easily gather NPS feedback from visitors to your website. This will allow you ask different questions – either NPS feedback surrounding your customers’ purchase experience on your website, or the quality of the information provided. You can also ask more general NPS questions about the company or brand.

What is a good NPS response rate?

There is a wide range of opinions on this question. It also depends on the industry sector (check out NPS industry benchmarks) and type of customer. Response rates on any survey typically relate to the strength of relationship with each customer. You are, after all, asking people to give up their time – even if only for a matter of seconds.

The consensus would appear to be around 20–25% as a good NPS response rate. To some industries, that might appear impossibly high. Others, well within their expectations. 

How many responses do I need for my NPS survey to be representative?

The number of responses you receive should be as high as possible. This is so that you can maximise your confidence level in the accuracy of the results, and minimize the margin for error. 

Many organizations worry about the number of completed NPS surveys being a high enough proportion of your customer base they represent. Let’s take two contrasting examples:

  • An e-commerce site deals with 100,000 customers a day. On a given day, it receives 500 completed NPS surveys. That’s 0.5%.
  • An architecture consultancy has 300 customers on its books. For its monthly NPS evaluation, it has completed 45 NPS surveys. That’s 15%.

Clearly, the architect practice has a larger sample as an overall proportion of their customer ‘population’. This is likely to lead to more reliable results. However, the differences won’t be all that significant. Democratic elections involving tens of millions of voters have been accurately called on sample sizes of less than 0.01% of the voting population. 

There is some relatively complicated mathematics at play to arrive at ‘margins of error’ and ‘confidence intervals’. But these help you reframe the challenge as: “How many responses do I need to be XX% confident in a margin of error of +/- XX of my NPS score?” 

How do I increase my NPS response rate?

When creating your NPS surveys, remember to follow these rules. Keep the NPS survey:

  • Easy and fast to use
  • Engaging and fun
  • Relevant to the context of the customer journey
  • Timed to coincide with or immediately follow touchpoint events
  • Purposeful in explaining how feedback data will be used to fuel CX improvements

How else can I increase my NPS survey response rate?

Set Up Your NPS Survey Today Create a free Customer Thermometer account (No credit card required – Fully functional account). Set up an NPS survey and discover why over 10,000 teams choose CT to track, measure and improve their NPS program.