Survey template

NPS survey

A bare NPS number tells you the temperature but not the diagnosis. This template pairs the standard 0-10 question with the open follow-up that turns a score into a fixable reason — and segments the analysis by promoter, passive, and detractor.

Best for: Founders, PMs, and CX teams tracking loyalty and closing the feedback loop.

The questions

1. How likely are you to recommend us to a friend or colleague?

   NPS

   The standard 0-10 scale. 9-10 promoters, 7-8 passives, 0-6 detractors.

2. What's the main reason for your score?

   Long text

   The single question that makes NPS actionable — without it you have a number and nothing to do about it.

3. What were you trying to accomplish when you last used us?

   Long text

   Anchors the score to a real job, not a vague mood.

4. What's the one thing we could do to earn a higher score from you?

   Long text

5. Have you recommended us to anyone in the last month?

   Single select

   Yes / No — past behavior is a truer loyalty signal than stated intent.

6. What's your role?

   Short text

   Lets you slice the score by segment instead of averaging everyone together.

How to run it well

• Route the follow-up by score: detractors get 'what went wrong?', promoters get 'what would you tell a friend about us?' — the same question wastes both.
• Never report the average. NPS is promoters minus detractors as a percentage; an average hides the bimodal split you actually care about.
• Send after a real moment of value, not on a fixed calendar — a survey fired mid-frustration measures the bug, not the relationship.
• Read detractor verbatims weekly and reply to the ones who left contact info; closing the loop converts more detractors than any roadmap item.
• Track the trend, not the absolute. A score of 30 climbing beats a score of 45 sliding.

FAQ

How is the NPS score actually calculated?

Take the percentage of promoters (9-10) and subtract the percentage of detractors (0-6). Passives (7-8) count toward the total but not the score. The result ranges from -100 to +100.

How often should I run an NPS survey?

Relationship NPS works quarterly so you can track the trend without fatiguing people. Transactional NPS fires right after a key interaction. Pick one and be consistent — comparability matters more than frequency.

Why does the open follow-up matter so much?

The number tells you whether loyalty is moving; the 'why' tells you what to do about it. Without verbatims you can watch the score drop for a quarter and still have no idea which fix to ship.

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