2021 Guide to Best NPS Survey

Have you ever wondered what NPS questions you can ask your clients? Or thought about templates for writing your own questions in a similar category? Then this material was created especially for you.

The NPS survey measures the level of loyalty and satisfaction of your customers. In this article, we will look at all the intricacies of their creation, as well as some examples of their correct use. Before delving into this issue, it is very important to understand how NPS surveys work.

How NPS Polling Works

The essence of the NPS survey is to use two questions: a rating question and an additional open-ended question. The first requires the respondent to give a score of 0 to 10 on the issue being raised. It allows you to measure the level of readiness of a particular client to recommend your products and your brand to their own close people. Clients can be categorized into three categories based on the score:

Promoters (9-10). Those who will surely recommend you.

Passive (7-8). Are your clients, but unlikely to recommend to others.

Ill-wishers (0-6). Customers who are unhappy with your product.

At the same time, each of these categories of users has its own additional question. As part of this open-ended question, they will have to describe the reason why they made such an assessment. This will give you a complete picture of what is happening, as well as the relationship of customers to you.

Do not be careless about the additional question, as it will largely determine the necessary changes for your brand and company. By gathering information at this stage, you can improve your own product and grow your customer base.

Essential Tips for Creating NPS Ranking Questions

The classic NPS question usually takes the form: “How likely are you to recommend us to your loved ones?” Keep in mind, however, that the wording of the main question may change depending on your goals.

For example, you can try to achieve the following goals:

1) Ask clients to rate the business.

Instead of using the usual NPS question form, contact the client directly to see how much they value your company’s work. In this case, an additional question may ask the client to describe what exactly he is satisfied or dissatisfied with.

Example: “How likely is it that you recommend our brand to your loved ones on a scale of 0 to 10?”

Using this question allows you to determine overall customer satisfaction and their overall attitude. The question can be further reframed so that users can characterize their experience with you.

Thus, by varying the wording, you will receive more accurate data in a particular industry.

2) Ask customers to rate products.

You don’t have to give an overall rating to your business, as customers can rate a specific product as well. A question like this is very easy to formulate by replacing the name of your business with a product or service.

Example: “How likely is it that you recommend our product to your loved ones on a scale of 0 to 10?” Of course, this question can be edited specifically in order to get data about the experience of the customer and your product.

Sometimes the product is in demand, but some details are missing for maximum popularity. In this case, you can specify the question so that it only affects a number of product functions. Thanks to this, you can gradually improve the quality of the product and bring it to a completely new level.

3) Ask to rate the level of work with clients.

Sometimes it is very important to understand how well your managers work with clients. NPS questions that ask you to rate the quality of service can improve the service desk experience.

For example: “How would you rate your interaction with our support team?”.

4) Ask to rate the last order or transaction

An NPS question can be aimed at assessing interactions within a specific order or transaction. This will help you better understand the specifics of work at each stage of interaction. Consequently, the customer experience will radically improve.

These questions are also extremely easy to form, since you just need to add “based on your interaction” at the end. For example: “How likely is it that you would recommend us to your loved ones based on your last interaction?”

5) Analyze your company as a potential job.

We must not forget that not only the loyalty of its customers is important for the company, but also the loyalty of its employees. This is important for the following reasons:

1) Allows you to estimate how long an employee will stay in your company;

2) Does the negative experience of employees affect customers.

3) Prevent staff turnover by solving employee problems.

4) Don’t let customers talk bad about your company.

An example of a similar question: “How likely is it that you will recommend our company as a workplace to your clients?”

Additional NPS questions

You can think over and develop a special system of additional questions, thanks to which you can learn new information through valuable feedback. Let’s look at some common questions.

Why did you give such a rating?

One of the most common additional questions, because thanks to it you can find out the reasons for the assessment in order to improve the characteristics of your functioning.

What do you like about our company?

Find out your strengths from the perspective of your customers so you can continue to improve them while increasing the satisfaction level of all your customers. Developing your own strengths is an extremely promising area of ​​activity.

What do you dislike about our company?

This will help you identify negative aspects of your work that need improvement. Clients will allow you to find all problem areas much faster so that you can fix them.

What did you miss while working with us?

Each company must constantly work on its service and products, therefore it is very important to understand what the client wants to get from you. Some guidelines can be extremely helpful in taking your service and product to a whole new level.

What are your benefits from using our product?

By asking this question, you get the opportunity to understand what is most appreciated in a product or service. In addition, on the basis of this data, you can determine the target audience. As a result, you will have more opportunities to further promote your products.

What should we improve?

A helpful question that will help you compile a whole summary of recommendations. Particular attention should be paid to those answer options that will be encountered most often. It is likely that by putting them into practice, you will be able to achieve significantly more recognition for your own products.

Why did you prefer us to your competitors?

By asking this question, you will be able to understand your strengths compared to your competitors. As a result, you will be able to strengthen your position in the market.

What do we need to do to ensure that you continue to be satisfied with our products?

This question allows you to reveal the specifics of the customer experience so that you can continue to maintain a positive opinion. Plus, it demonstrates that you care about your customers and want to improve their experience with your product or service.


The material describes all the basic guidelines and tips that will allow you to make NPS questions extremely useful for your business.





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