AI Summary
Adding an NPS survey to your website? Net Promoter Score surveys are a fantastic way to use customer ratings to see how if your business is meeting their expectations.
Figuring out what to actually ask, beyond the standard rating question, is where most people get stuck. That is what this guide is for.
Below are 20 NPS survey question examples you can copy and adapt, grouped by the kind of customer you are asking and the situation you are measuring.
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What Is a Net Promoter Score Survey?
NPS stands for Net Promoter Score. A Net Promoter Score is a score of 0 to 10 that measures the willingness of customers to recommend a company’s products or services to other people.
The main question for these types of surveys is usually a form of this single question:
“How likely are you to recommend our company to a friend or colleague?”
That 0 to 10 rating sorts your customers into three groups:
- Promoters (9-10): Loyal fans who happily refer you and bring new people in.
- Passives (7-8): They will not badmouth you, but a competitor can lure them away.
- Detractors (0-6): Unhappy customers who can hurt your reputation through word of mouth.
To get your actual score, you subtract the percentage of detractors from the percentage of promoters. The math is quick, and if you want the full formula, see our guide on how to calculate a Net Promoter Score.
NPS Survey Question Examples
Remember that an NPS survey is supposed to be super short, usually having just a single required field (the NPS field itself). But you can add optional follow-up questions to get contextual feedback after they’ve given you a rating.
I recommend limiting yourself to asking 1-2 follow-up questions based on the best relevance for your business. To make that easier, I have grouped the examples below by who you are asking and what you are trying to learn.
| Question group | What it tells you | When to ask |
|---|---|---|
| The core question | Your overall NPS | Every survey |
| Open-ended follow-ups | The reason behind any score | After the rating |
| For promoters | What is working, and how to grow referrals | Scores 9-10 |
| For detractors | What to fix first | Scores 0-6 |
| For passives | What would push them to recommend you | Scores 7-8 |
| By use case | Context-specific feedback | Product, support, eNPS |
If your goal is broader than loyalty, our guide to customer satisfaction survey examples covers more general feedback.
The Core NPS Question
Every NPS survey is built on one question. If you only ask one thing, make it this.
How likely are you to recommend us to a friend or colleague?
Respondents answer on a 0 to 10 scale, and you can swap “us” for your company name, a specific product, or a recent experience. Keep it as the required field on your form, and treat everything else as optional follow-up.
Open-Ended Follow-Up Questions
These work no matter what score someone gives. They are open-ended on purpose, since a rating tells you how a customer feels but not why. I would start with the first one and add others only if you need them.
What is the primary reason for your score?
A score tells you half the story, and the reason behind it tells you what to do next. Use a Paragraph Text field so people can answer freely and give you the context behind their rating.
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What could we do to improve your experience?
You can use conditional logic to show it only when a score falls below your threshold. Even when a customer is not thrilled, asking the question shows you are listening, and that alone rebuilds some trust.
Was anything missing from your experience?
Some answers here will be blunt, and that is exactly what you want. Once you spot a pattern in what people feel is missing, it gets much easier to close the gap.
What did we do well?
A simple, positive prompt that works best with higher scores. It surfaces the specific things customers value, so you can do more of them.
Questions to Ask Your Promoters
Promoters are the people who rate you a 9 or 10. They already like you, so these questions help you understand why and turn that goodwill into referrals and reviews. Trigger them with conditional logic when a score is 9 or above.
What motivates you to recommend us to others?
The score shows intent to recommend. This question reveals the reason behind it, which is gold for your marketing copy and your positioning.
What do you like most about our company?
When you know what is landing best, you can lean into it. This one is broad enough to work for customer surveys and employee surveys alike.
What could we do to make you say “wow”?
Ask this to get answers you would not expect. Some people will name things that sound impossible, and a few of those will become your next great idea. It also flips the focus onto the customer, which they appreciate.
Is there anything that sets us apart from competitors?
This shows you how customers see you next to the alternatives. You might even discover a strength you have been underselling, which is useful when you plan new features or campaigns.
Would you be willing to leave a review or share your story?
Someone who just rated you a 10 is the perfect person to ask for a testimonial, a public review, or a quick case study. Add a simple yes or no field, then follow up with everyone who says yes.
Questions to Ask Your Detractors
Detractors score you between 0 and 6, and they are often the most valuable group to learn from. The goal is not to argue, it is to find out what went wrong and whether you can win them back.
What do you like least about our company?
The mirror image of asking promoters what they love. It makes the most sense below a score of about 7, and it surfaces problems you might not have known about.
What is the one thing we could change to improve your score?
Asking for one thing keeps the answer focused and useful. You will often see the same fix mentioned again and again, which tells you exactly where to start.
What almost stopped you from choosing us?
This digs into the friction points and dealbreakers that nearly sent a customer elsewhere. The patterns you find here tend to map directly to churn, so they are worth acting on quickly.
How can we make this right?
A recovery question. It signals that you care, and it gives an unhappy customer a path back to you. Route these responses to your support team so a real person can follow up.
Questions to Ask Your Passives
Passives land at 7 or 8. They are satisfied but not loyal, which makes them easy for a competitor to peel away and also the easiest group to upgrade into promoters. These two questions focus on what is holding them back.
What would it take to turn your score into a 9 or 10?
This is the single most useful passive question. It hands you a specific to-do list for moving fence-sitters into fans.
What is one improvement that would make you a bigger fan?
A lighter version of the same idea. It invites a concrete suggestion without putting anyone on the spot, and the answers often point to quick wins.
NPS Questions by Use Case
The core question bends to fit different parts of your business. Here are a few variations worth keeping on hand.
Which features do you use the most?
If you sell software, this is a great add-on question. People judge a product by the handful of features they actually touch, so matching feature use against scores can reveal which ones drive loyalty and which ones drag it down.
In what ways does our product help you achieve your goals?
You probably know the headline reason people buy your product. This question surfaces the smaller, unexpected ways they get value, which helps both your roadmap and your marketing.
For example, a lot of WPForms users rely on it to track form payments without any separate tracking software.
Based on your most recent experience, how likely are you to recommend us?
This is transactional NPS. Instead of asking about your brand overall, you anchor the question to a single interaction, like a support ticket or a recent purchase. It is perfect for measuring one touchpoint while it is still fresh in the customer’s mind.
How likely are you to recommend us as a place to work?
Swap customers for employees and you get employee NPS, or eNPS, a fast pulse-check on team morale. To build out a fuller survey, our list of employee satisfaction survey questions pairs well with this one.
Getting Started With Your NPS Survey Form
As you can see, NPS surveys open up a lot of useful follow-up questions. But the field that does the heavy lifting is the NPS field itself.
Once you collect those scores, WPForms runs the NPS calculation for you automatically. It then presents your results in clear, interactive charts.
The feature behind all of this is the Surveys and Polls addon, available with WPForms Pro. It includes a dedicated NPS field, automatic scoring, and a reporting dashboard that turns raw responses into something you can actually read.
What I like most about it for NPS is how little setup it takes. You drag the NPS field onto your form, and the scoring and reports are handled for you.
If you want a full walkthrough, follow our step-by-step guide on how to create an NPS survey in WordPress. You can also browse the feedback form templates to start from a ready-made survey, or see the survey form builder in action.
The addon includes everything you need to run a survey end to end:
- NPS survey templates: Free NPS templates with or without conditional logic, so you can build a simple or advanced survey.
- Ease of use: A drag-and-drop builder that makes adding survey fields quick, with no code required.
- Customization: Mix in text fields, dropdowns, checkboxes, radio buttons, star ratings, and more to collect exactly what you need.
- Multiple form types: The same builder handles recurring payment forms, donation forms, order forms, and more.
- Conditional logic: Show or hide follow-up questions based on the score someone gives, which keeps your survey short and relevant.
- Email notifications: Send a confirmation to the respondent, or alert your team, with instant email notifications.
Surveys and Polls is a Pro feature, so you will need at least a WPForms Pro plan to use the NPS field and the reporting dashboard.
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FAQs About NPS Survey Questions
NPS surveys come up a lot when people start measuring customer loyalty. Here are quick answers to the most common questions about net promoter score surveys and the questions you ask in them.
What are good NPS survey questions?
The best NPS survey starts with the standard rating question, then adds one or two open-ended follow-ups. “What is the primary reason for your score?” works for any rating, while questions tailored to promoters, passives, and detractors give you sharper insight. The examples above give you 20 to choose from.
How many questions should an NPS survey have?
Keep it short. You need only one required question, the 0 to 10 rating, plus one or two optional follow-ups. Longer surveys see lower completion rates, so resist the urge to add more.
Is NPS a good metric?
For most businesses, yes, including small business websites. It gives you a high-level read on customer loyalty from the customer’s own point of view. The best way to use it is to pair the score with the conditional logic feature so you can ask a customer who rates you a 1 a different follow-up than someone who rates you a 10.
What is the most important NPS question?
The rating question itself. On a scale of 0 to 10, it asks how likely a customer is to recommend your business to a friend or colleague. Everything else is a follow-up that explains the number.
What is a good NPS score?
A score of 50 or above is excellent. Anything from 20 to 49 is good, 0 to 19 is poor, and a score below 0 means you have more detractors than promoters and some work to do.
How often should I send an NPS survey?
Send it at regular intervals, such as quarterly or monthly, so you can track loyalty trends over time. Leave enough space between surveys to make changes based on the feedback you collect.
How can I increase survey participation?
Keep it brief. The shorter the survey, the more likely people are to finish it, so tell them it takes 30 seconds or a minute. Offering a small incentive or a chance to win something can lift your response rate too.
How many people should I survey?
For a fairly simple survey, aim for at least 100 responses per survey period so your score is statistically meaningful.
Next, Write a Survey Report
You have your questions. The next step is making sense of the answers. Once responses start coming in, read our guide on writing a summary of survey results for tips on interpreting your data and presenting it to your team.
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