Net Promoter Score® (NPS) Survey Template 🚀 Survicate

Net Promoter Score Template FAQ

What is Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a widely recognized customer satisfaction metric. It's used to gauge a brand's health by asking about a customer's likelihood to recommend it.

‍It's a simple two-question-long survey that combines a 10-scale rating question and an open-ended follow-up question collecting qualitative feedback. The rating scale question lets you quantify and track customer loyalty. The open-ended follow-up allows you to source additional helpful information on what areas of your operations need improvement or what customers perceive as your biggest value.

The secrets behind the effectiveness of NPS surveys and high response rates are simplicity and a customer-centric approach.

Are NPS surveys worth it?

Yes, they are. It is proven by research that high NPS scores strongly correlate with companies' revenue and growth.

Net Promoter Score responses are declaratory in nature. Hence, measuring NPS is sometimes criticized. The criticism results from misunderstanding, though - the presumption that business leaders treat NPS as a sole predictor and guarantee of growth. It is neither of them.

Having said that, research proves the correlation between growth and high NPS scores.

A possible explanation is that readiness to recommend indicates customers' loyalty, which is a prerequisite for a company to achieve stable growth and profitability.

It's also proven that companies who have committed to implementing Net Promoter System - measuring Net Promoter Score regularly and across various organization levels enjoy increased revenue.

Sole tracking of the client's satisfaction levels gives companies tools to ensure the top customer experience. By having a Net Promoter System in place, they acquire a user-centric mindset that inevitably translates to higher customer satisfaction and loyalty.

In short, even if Net Promoter Score surveys are declaratory and don't guarantee recommendations, NPS makes a good metric whose tracking is important on a strategic level.

What is the Net Promoter Score (NPS) question?

The typical NPS survey consists of two questions: a rating and a free-response, open-ended question.

The main NPS question goes as follows:

On a 0-to-10 scale, how likely is it that you would recommend us (or this product or service) to a friend or colleague?

To answer it, the respondents need to pick a score from 0 ("not likely") to 10 ("very likely").

The second question demands the respondents to share their feedback and explain their scores. The answers to this question will help you add context to the numerical results and hear your customers' thoughts.

Check out the survey template above for a real-life NPS survey example.

How is Net Promoter Score calculated? What is the NPS formula?

To calculate Net Promoter Score, you need to subtract the percentage of your NPS detractors from the percentage of your promoters. Here’s the NPS formula:

NPS = % of Promoters – % of Detractors

Promoters are respondents who chose scores of 9 to 10. They’re your loyal customers who are most likely to recommend you to their friend and colleagues.

Detractors are respondents who chose scores of 0 to 6. Detractors are unsatisfied customers who aren’t likely to do business with you again, and might spread negative word-of-mouth about you.

Passives are the respondents who chose the scores of 7 to 8. They’re quite happy with your service but they’re not your biggest fans. They’re not taken into account in the NPS calculation.

If you run your NPS surveys with Survicate, you’ll get an automatic NPS calculation and response breakdown in the free report panel.

Are there different variants of NPS questions?

The standard version of an NPS survey question is:

On a 0-to-10 scale, how likely is it that you would recommend us (or this product or service) to a friend or colleague?

However, the format isn't set in stone. You can tweak the question to resonate better with your audience.

Other popular forms are:

On a 0-to-10 scale, how likely are you to recommend us / our product / our services to a friend or colleague?

Or,

On a 0-to-10 scale, how likely are you to recommend us / our product / our services to someone like you?

The latter works best if your product or service caters to a specific niche of clients or when the customer segment you're surveying is clearly defined.

How can marketing teams use NPS?

Marketing teams can use NPS in many ways.

Apart from measuring customer loyalty to predict growth, an NPS survey is a powerful way of turning your clients into brand ambassadors - literally so.

One way of leveraging the NPS surveys is identifying loyal enthusiasts of your brand and encouraging them to leave a review in an app store, a review platform, or on a website.

A good idea is also creating a net promoter base you can tap into whenever you need to arrange interviews. With such a base, you can speed up the creation of customer success stories, generate positive reviews faster, or launch referral programs quicker.

How to run an NPS survey properly to get valid results?

Rule #1: Try not to spam

Net Promoter Score question asks if a customer is likely to recommend you. The most important rule (that is quite often broken, by the way) is not asking the question too early on. Allow customers some time to familiarize themselves with your product or service. So, only send this survey to a select number of customers or users.

‍Rule #2: Send Net promoter score surveys regularly

Measure NPS regularly to track your progress over time and install an NPS system. But be careful of spamming your customers by asking the question too often. Ask it with a quarterly or a bi-annual cadence unless you've implemented more profound changes to your product or service. If that is the case, you want to break the rule and run the survey shortly after introducing the changes.

Rule #3: Implement an NPS System and track NPS results over time

To draw valid conclusions from the NPS research, break down the customer base into segments and analyze the survey against the different segments. Run a separate survey among every customer segment.

Rule #4: measure a transactional NPS on a key touchpoint of a customer journey

The good idea is to ask the NPS question on important touchpoints across the customer journey. This way, you can easily detect the point of friction and ensure satisfactory conversion rates and business growth.

Rule #5: Use a tool that gives accurate results

Not every customer feedback collection tool is equal. When committing to tracking Net Promoter Score, use a tool that will give you accurate results. We recommend Survicate, naturally.

Can I use the NPS survey template to measure customer satisfaction?

To measure customer satisfaction per se, we recommend using the standardized CSAT (Customer Satisfaction) survey template we offer in our library and pairing it with the NPS survey.

The difference between these two is that CSAT survey results reflect customers' temporary experience interacting with your brand, while the NPS survey measures long-term loyalty. In a way, NPS is superior to CSAT. However, since the latter is a shorter rating scale survey (most often 5-point-scale), you can play with the length of the scale. It's worth running both surveys. By juxtaposing the results, you get a fuller picture.

How to calculate Net Promoter Score?

To calculate Net Promoter Score, you need to subtract the percentage of your NPS detractors from the percentage of your promoters. Here's the NPS formula:

NPS = % of Promoters – % of Detractors

Promoters are respondents who chose scores of 9 to 10. They're your loyal customers who are most likely to recommend you to their friends and colleagues.

Detractors are respondents who chose scores of 0 to 6. Detractors are unsatisfied customers who aren't likely to do business with you again and might spread negative word-of-mouth about you.

Passives are the respondents who chose scores of 7 to 8. They're pretty happy with your service but not your biggest fans. They're not taken into account in the NPS calculation.

If you run your NPS surveys with Survicate, you'll get an automatic NPS calculation and response breakdown in the report panel.

How to tell if my NPS score is a good one?

To assess if your NPS score is good, you can benchmark it against your past scores and see if you have progress. Or, check out our NPS benchmarks report and see how you stack up against your competitors.

If you need more data for analysis or want to run a follow-up nurturing campaign, integrate Survicate with your favorite tool.

Can you give me an example of a company successfully using the NPS survey?

Sure! A great example is our client, Pranamat. The orthopedic mats manufacturer well realizes the value of growth through word-of-mouth. For that reason, their growth marketing team uses an NPS survey to identify NPS promoters and turn them into brand ambassadors.

As a result, they have managed to increase the company's rating on Facebook to 4.9/5.0 and enjoy growth through an affiliate program.

We're particularly impressed by how Pranamat leverages Survicate's integration with ActiveCampaign and how they approach NPS response collection.

They embed the NPS survey into an email body in ActiveCampaign. This way, they manage to automate the whole feedback collection process and receive over 90% response rate.

The company also displays real skillfulness in the way they segment respondents. They send a separate NPS survey to every country they have clients in. This lets them overlook the company's health in different regions.

What information do I get in an NPS report?

We take pride in offering very intuitive, user-friendly reports that are easy to interpret.

On top of the basic statistics like the survey completion rate that lets you decide whether or not a survey performs well or should be modified, you get the information on the number of views and responses over time.

The report also calculates the score for you, so you don't have to do it on your own.

Additionally, Survicate analyzes the open-ended answers and generates a word cloud showing which themes dominate the survey responses.

Integrate the tool with your CRM to enable seeing the identity of the responses. You'll also be able to attribute a response to a particular customer from the report level.

How to use Survicate's NPS survey template?

To run a successful NPS survey, stick to these four grand rules:

1.Select the right channel and the right moment to engage with your audience.

If you want to measure a relational NPS that isn't tied to any specific transaction, consider using an email. (If the channel is appropriate to engage with your persona.)

If you're going to measure a transactional NPS, decide which touchpoint you want to monitor with an NPS survey and when to trigger it so that it isn't intrusive for your customers.

This leads to the next rule:

2. Don't make your surveys an annoying obstacle.

Show the NPS survey on the most appropriate customer journey touchpoints, e.g. after completing a purchase using a particular app feature. Don't disrupt your users' flows and don't show NPS surveys to brand new customers or visitors.

3. Launch NPS surveys regularly.

Monitor the changes in your score, and take action if needed. It's best to re-run the survey yearly (if you're a small company) or bi-yearly (if you're a middle-sized or a large company).

4. Keep the feedback loop going.

Gathering your answers is just half the battle won. Now, you have to act on the feedback to make your customers feel heard.

Do I need to add my credit card if I want to use the survey template?

No, we don't ask you for your credit card details upon signing up for the product.

If you'd like to give the survey template a try, click the "Use this template" button above. You'll be asked to create a free account. Once you do it, the system will take you straight to the NPs template editor.

Feel free to use it as is or customize it to align it with your brand; edit or add questions.

With Survicate, it's very easy to have surveys up and running. Distribute your survey via email, website, web app, or mobile app—no coding required. Set up an event or identity targeting if you want, and wait for your answers.

Once they start flowing in, you can track your NPS score in the survey report. Survicate collects feedback on the go. You'll be able to easily see the whole story and act on your feedback while the NPS campaign is still on.

Is Survicate's NPS survey template free to use?

Yes, it is.

Survicate offers a couple of pricing plans, including a free one. Our current free plan lets you run one survey for free for a week. After the week, you can start a new survey.

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Net Promoter Score® (NPS) survey template

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