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Customer Net Promoter Score (NPS) Survey Template

‘Word of Mouth’ is the best marketing any company can get—and the most enthusiastic customers are the ones spreading it. With SurveyLegend’s powerful Net Promoter Score (NPS®) survey template, you’ll discover just how likely your customers are to recommend your brand to friends and colleagues.

The NPS score is a simple yet powerful way to measure how customers feel about your brand. It’s based on one key survey question:

“How likely are you to recommend us to a friend or colleague?”

Customers respond on a scale from 0 to 10, and their answers help categorize them as:

  • Promoters (score 9–10): Loyal enthusiasts who will keep buying and refer others.
  • Passives (score 7–8): Satisfied but unenthusiastic customers who are vulnerable to competitors.
  • Detractors (score 0–6): Unhappy customers who can damage your brand through negative word-of-mouth.

This quick snapshot gives you a clear idea of your NPS score and where your brand stands in the customer journey. High response rates to NPS surveys mean more accurate insights, helping you identify trends, improve service, and create better experiences at every touchpoint.

 

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Track and Improve Customer Loyalty Over Time

Tracking your NPS score over time helps you measure the impact of service changes, pinpoint trends, and turn passive users into loyal promoters. By asking one simple question, you’ll uncover insights that reflect:

  • Customer sentiment
  • Repurchase intent
  • Referral potential

Start using our free NPS® survey template from SurveyLegend to engage your audience and improve your customer experience today.

Turn NPS Survey Results into Real Customer Loyalty

The survey segments respondents into Detractors (0–6), Passives (7–8), and Promoters (9–10)—the latter being your most enthusiastic customers. These Promoters are the voice of your brand, as revealed in Net Promoter Score (NPS®) surveys, driving growth through genuine recommendations.

Customize the easy-to-use NPS® template to fit your business needs and start tracking what really matters: customer satisfaction.

Sign up for free and create your first NPS survey today!

Info: Net Promoter Score is a trademark of Satmetrix Systems, Inc, F. Reichheld, and Bain & Company.

Why Customer Satisfaction Is Your Secret Weapon

Customer satisfaction plays a central role in building lasting relationships with your audience. It influences both overall customer loyalty and retention, making it important for businesses to monitor how people experience their products and services. Clear, consistent measurement helps highlight strengths and uncover areas that need attention.

To get a fuller picture of how customers perceive your brand, it helps to combine different types of customer feedback. A transactional survey can capture impressions right after a purchase or service interaction, while a relationship survey provides broader insight into long-term engagement. Including relevant NPS® survey questions offers an easy way to gauge loyalty by asking how likely someone is to recommend your business.

This feedback becomes even more useful when shared across teams. For example, your customer support team can better understand where they are making a positive impact or where customers may be facing obstacles.

Boost Customer Insights with NPS Question Templates

Net Promoter Score (NPS) surveys are a practical way to measure customer experience and understand how your brand is performing in the eyes of your audience. They offer direct insights into how likely customers are to recommend your business, which helps businesses track their NPS score over time.

An effective NPS program does more than collect data. It helps identify loyal customers who are likely to return and refer others, while also highlighting areas where the experience may be falling short. By using customizable NPS survey templates, businesses can tailor questions to reflect specific goals, making the feedback more relevant and actionable.

In addition to tracking loyalty, NPS responses reveal how your customer base feels about the overall brand experience. With the right design and thoughtful follow-up, these surveys can lead to clearer insights, stronger relationships, and a more consistent customer experience.

Understanding Net Promoter Score Surveys

Net Promoter Score (NPS) surveys are a straightforward and widely used way to measure customer loyalty and satisfaction. They help businesses identify how customers truly feel about their experience and their responses to the NPS question regarding whether they are likely to recommend the brand to others.

A typical NPS survey includes one core question: “How likely are you to recommend our company, product, or service to a friend or colleague?” Based on their responses, customers are placed into one of three categories:

  • Promoters – These are loyal enthusiasts who actively recommend your business and contribute to growth.
  • Passives – These customers are generally satisfied but may not be fully engaged or loyal.
  • Detractors – These are unhappy customers who are unlikely to return and may share negative feedback.

This simple format can be adapted to different touchpoints, such as after a purchase or support interaction, using a transactional NPS approach. Whether you are evaluating a specific customer segment or tracking broad trends, NPS results can help pinpoint areas for improvement.

To get started quickly, businesses can open a free account with platforms that offer customizable NPS templates. These tools often come with practical suggestions based on responses, making it easier to act on the feedback.

Breaking Down the Net Promoter Score Method

Beyond the standard rating question, many NPS surveys also include follow-up questions prompting customers to elaborate and explain their score in their own words. These open-ended responses add valuable context, helping businesses understand not just what customers rated, but why they felt that way.

Combining qualitative feedback with the numerical score gives companies a clearer picture of their customer groups, including enthusiastic promoters, unenthusiastic customers, and detractors. This insight allows teams to spot recurring concerns, identify areas that are resonating well, and respond with meaningful improvements.

This approach works across different types of NPS models—whether you are using transactional NPS to measure specific interactions or applying employee NPS to assess internal culture and team satisfaction. It can also support benchmarking efforts when comparing your results to companies facing similar business challenges, helping you align your strategy with what your customers are actually experiencing.

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NPS Question and Templates

A well-designed NPS survey does more than capture a score—it encourages meaningful responses that can drive real improvements. While the core question remains the same—asking how likely a customer is to recommend your company to a friend, colleague, or family member—the way you present the survey can make a big difference.

Details such as question order, tone, and timing all influence how customers engage with the survey. Including a clear, open-ended question after the main rating gives people space to explain their experience in their own words. This kind of feedback helps uncover what is working and where changes are needed.

Surveys that are visually clean and easy to complete tend to see better response rates. Even when detractors respond, their input can offer insight into recurring issues or moments of frustration that might otherwise go unnoticed. By refining your survey layout and language, you make it easier for customers to share feedback that is honest, specific, and valuable.

Net Promoter Score NPS Calculation

Net Promoter Score (NPS) is calculated by subtracting the percentage of detractors from the percentage of promoters. The score ranges from -100 to +100, with higher numbers showing stronger customer loyalty and satisfaction.

It all starts with one basic NPS question: How likely are you to recommend our company, product, or service to a friend or colleague? Based on the answer, customers are grouped as promoters, passives, or detractors. The score alone is useful, but it does not explain why people responded the way they did. Learn how to calculate your NPS.

To get more value from your survey, it helps to add an open-ended question after the rating. This gives people space to explain their answer and allows you to dig deeper into their thoughts in their own words. These comments often lead to more actionable feedback than the score itself. Keep your survey questions simple and relevant to encourage stronger response rates.

What happens next is just as important. A good follow-up with passives or detractors can reveal missed expectations or recurring issues. Comparing current results with past surveys also helps track what has improved and where more attention is needed.

Using NPS Surveys to Improve Customer Experience

To get the most out of your NPS survey, it’s important to go beyond the core question and include optional demographic questions. These help segment responses and identify patterns within specific groups, allowing you to better understand the preferences and behaviors of your target market.

Additionally, ensuring that your support team is aligned with the survey process can make a big difference. They can help interpret feedback, respond to dissatisfied customers, and play a vital role in closing the loop. With thoughtful design and cross-team collaboration, your NPS survey becomes a strategic tool for driving continuous improvement.

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