12 Great NPS Survey Question and Response Templates

12 Great NPS Survey Question and Response Templates

There’s much more to Net Promoter Score than just the quantitative ratings users leave for your product.

By asking the right questions to your customers, you can earn valuable feedback, generate real testimonials for your website and even discover opportunities for improvement to help you create a better product or service.

Just like the wording, phrasing and tone of a question can have a huge impact on the person’s response in a real conversation. Your choice or words can have a massive effect on how your user or customer audience responds online.

In this guide, we’ve listed 12 NPS survey question and response templates that you can use to generate more focused, specialized and meaningful feedback from your respondents.

If you’re struggling to get the feedback and data you want from NPS, try switching from your standard follow-up question to one of the examples below to reach your audience from a new angle and prompt a different type of feedback.

NPS Questions

Switch “company” for a specific product or service

The classic NPS question is simple: “On a scale of zero to 10, how likely are you to recommend us (our company) to a friend, partner or colleague?”

There’s a reason this question has become the default option for NPS surveying. It’s short, easy to understand and usually elicits the type of quantitative customer sentiment rating a business is looking for.

Despite this, it isn’t as specific as it could be. If you’re looking for feedback on a certain product or service, as opposed to your business itself, you can switch the “company” part of the question for a brand name, product name or service.

This creates a subtle change to the question that has a huge impact on results: “How likely are you to recommend (our product) to a friend, partner or colleague?”

This is a great way to change the focus of your NPS feedback from your company itself to the specific product you’ve just released, upgraded or promoted.

Customize your NPS question based on the person involved

NPS surveys can be highly valuable for learning more about your customer service and support process. One of the easiest ways to learn about the quality of your support is to deliver a short NPS survey to customers after they interact with your support team.

Instead of asking for feedback on a product or service, rephrase the question to ask about your support staff. Zappos, which is famous for its excellent customer service, uses this question to survey customers about its support: “How likely are you to recommend our company after your last interaction with our support team?”

Follow-up Questions

“How did you first hear about our company/product?”

This is a great follow-up question for learning more about how your customers find and buy your product. Instead of asking customers to expand on their feedback, try asking them to identify the source or process that led to them discovering your company in the first place.

With enough responses, this question can be hugely useful for discovering sales channels that deserve your attention and identifying underutilized marketing opportunities for your company to add to its to-do list.

“What are the three biggest things you dislike about our product/service?”

Negative feedback can be hugely valuable for your business, as long as it’s constructive. This is a great question for encouraging users and customers to discuss the aspects of your product or service that they don’t like.

Since customers know that you’ll read their responses, many people are hesitant to leave overly negative feedback in an NPS survey. This question tells respondents that it’s okay to list flaws in your product and frames the process as part of helping you improve your offering.

NPS question templates
NPS question templates

“How can we improve your experience?”

This is another great critical follow-up. If a customer has left a positive rating (and is a Promoter, instead of a Passive or Detractor), you’ll get real suggestions on what you can do to bring your product or service to the next level.

With Passives and Detractors, you’ll learn exactly what you need to do to fix errors and get your product or service back on track. As always, with enough data, you’ll be able to prioritize issues and improvement opportunities based on their frequency in customer feedback.

“Which features do you value/use the most?”

If you sell a product with multiple features, this question gives you a chance to learn more about which ones your customers value the most. The data this question generates can be a big help in working out which features you should prioritize for updates and improvements in the future.

“How would you describe (our product) to a friend?”

This question is amazingly effective not just for learning more about how users and customers perceive your product, but also for generating excellent testimonials.

With a large enough amount of responses, this question can help you discover new angles to use in advertising and marketing campaigns, new ways to position your product and benefits that you might not have ever thought of.

However, the real strength of this question is its value for earning testimonials. Since you’ll get complete responses that define your product and its strengths, the feedback you get from this question is ideal for landing pages and other content where social proof is important.

Once you’ve identified the best responses from this question, try reaching out to respondents to ask for a photograph and their title. Add these alongside each answer and you’ll have a variety of testimonials to use on your homepage or landing page.

What is (our product or service) missing?

Sometimes, users won’t describe a potential feature unless you frame it as something that your product or service is missing. This question is designed to generate feature suggestions to add value to your product or service based on what your users think it doesn’t already have.

This is a great follow-up question for learning about missing features, discovering opportunities to improve your product’s interface or usability, finding out what customers wish they could do with your product and just gaining a sense of which improvements you should make next.

“What are three things that almost stopped you from using our product?”

This question is designed to help you learn what aspects of your product or service turned off prospects and made them less likely to convert into customers.

Factors like pricing, design and features can play a major role in repelling customers. This can be a “silent” factor that’s difficult to identify through price testing methods, making real feedback from customers very valuable.

If you’re working to improve your product’s conversion rate, this question is always worth asking at least once. With the right amount of data, you’ll identify weak points in your landing page and product itself that are causing prospective customers to withhold their business.

Thank You Messages

Sending a “thank you” message is a great way to make it obvious to customers that you value their feedback. Below, we’ve listed three thank you messages — one for Promoters and others for Passives and Detractors:

For Promoters:

“Thanks for your feedback. It’s great to hear that you’re a fan of (our company or product). Your feedback helps us discover new opportunities to improve (our company or product) and make sure you have the best possible experience.”

For Passives:

“Thanks for your feedback. Our goal is to create the best possible product, and your thoughts, ideas and suggestions play a major role in helping us identify opportunities to improve.”

For Detractors:

“Thanks for your feedback. We highly value all ideas and suggestions from customers, whether they’re positive or critical. In the future, our team might reach out to you to learn more about how we can further improve (our product or service) so that it exceeds your expectations.”

NPS "thank you" messages templates
NPS “thank you” messages templates

Ask these questions to your customers with Retently

Retently makes it easier than ever to survey your customers and calculate your business’s Net Promoter Score.

From generating feedback on new features, improvements and opportunities to learning more about what your customers think of your product, Retently gives you the ability to tap into NPS and improve your ability to attract and retain customers.

Learn more about the benefits of Net Promoter Score for startups and online businesses and start your free trial of Retently to begin surveying your users, subscribers and customers now.

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