NPS survey

An NPS number tells you whether loyalty is going up or down. It doesn't tell you what to fix. This template pairs the standard 0-10 question with one open follow-up, then reads promoters, passives and detractors as separate groups.

Best for: Product and support teams tracking loyalty and calling unhappy people back.

Use this template free

The questions

1How likely are you to recommend us to a friend or colleague?NPSThe standard 0-10 scale. 9-10 promoters, 7-8 passives, 0-6 detractors.
2What's the main reason for your score?Long textWithout this you have a number and nothing to do about it.
3What were you trying to accomplish when you last used us?Long textTies the score to a real task, not a passing mood.
4What's the one thing we could do to earn a higher score from you?Long text
5Have you recommended us to anyone in the last month?Single selectYes / No. Past behavior is a truer signal than stated intent.
6What's your role?Short textLets you split the score by group instead of averaging everyone together.

Sample replies, counted

These replies are made up to show the method.

Asked: What's the main reason for your score?

10. It replaced three tools for us and the team likes using it.Replaced other tools
Support answered my question in 4 minutes on a Sunday.Fast support
Would be a 9 but the mobile app logs me out every single dayMobile app problems
6. Price went up 20% at renewal and nothing I use got better.Price went up
mobile app crashes when I upload photosMobile app problems
Solid, does what it says. Nothing exciting.Fine, nothing special
The iPhone app is so slow I just wait until I'm back at my laptop.Mobile app problems
Their team fixed our broken import the night before our launch.Fast support

8 replies, one label each
Label	Replies
Mobile app problems	3
Fast support	2
Replaced other tools	1
Price went up	1
Fine, nothing special	1

Three of eight bring up the mobile app, including one person who would otherwise give a 9. Fix that first. Support, named twice, is the strength to protect.

How to run it well

Route the follow-up by score. Ask detractors what went wrong and promoters what they'd tell a friend. One question for both wastes both.
Never report the average. NPS is the share of promoters minus the share of detractors, and an average hides the split you care about.
Send it after someone got real value, not on a fixed calendar. A survey that lands in the middle of a bug measures the bug.
Read detractor replies every week and call back the ones who said you can. That's the closed loop Bain describes.
Watch the trend more than the number. 30 and rising beats 45 and falling.

When not to use this: If you want to know how one support ticket or purchase went, NPS is too broad. Use a CSAT survey on that moment instead.

FAQ

How is the NPS score 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 runs from -100 to +100.

How often should I run an NPS survey?

Relationship NPS works well every quarter, so you see the trend without wearing people out. Transactional NPS goes out right after a key moment. Pick one and stick with it. Being able to compare matters more than asking often.

Why does the open follow-up matter so much?

The number tells you whether loyalty is moving. The reasons tell you what to do. Without them you can watch the score drop for a quarter and still not know what to fix.

Where the method comes from

Measuring Your Net Promoter Score, Bain & Companynetpromotersystem.com
Closing the customer feedback loop, Bain & Company (2010)bain.com

Launch this in 60 seconds

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