NPS Survey Questions: 70 Examples, Templates & Best Practices (2026)

Johannes

Co-Founder

5 Minutes

February 8th, 2026

The NPS survey question is a powerful benchmark for customer loyalty, but are you using it to its full potential? To get truly actionable insights that drive growth, you need to go beyond the generic. Relying on a single, one-size-fits-all query often means missing critical context about the customer journey.

For product managers, UX designers, and marketing teams, this missed context is a lost opportunity to improve, innovate, and build stronger customer relationships. When exploring new ways to measure loyalty with smarter NPS survey questions, it's essential to understand the differences between NPS and other customer metrics like CSAT so you're using the right tool for the job.

This article explores 70 NPS question examples, each designed for a specific business scenario.

You'll understand not just what to ask, but when, why, and how to frame your questions to uncover the deep insights that separate industry leaders from the rest.

We break down the strategy behind each type, share NPS templates and wording best practices, and show how open-source experience management platforms like Formbricks make it easy to deploy these targeted surveys with minimal engineering effort—so you gather high-quality data while respecting user privacy.

What is the NPS Survey Question? Definition, Formula & Types

The Net Promoter Score (NPS) is a loyalty metric at the heart of the Net Promoter System. It is based on one question: how likely customers are to recommend you on a 0–10 scale.

Introduced by Fred Reichheld in his Harvard Business Review article and often called the Ultimate Question, it segments respondents into Promoters (9–10), Passives (7–8), and Detractors (0–6).

NPS formula (how to calculate NPS):

NPS = % Promoters (9–10) − % Detractors (0–6)

The result is a score from -100 to +100 like shown below. Passives (7–8) are counted in the total respondents but not in the formula. You can use an NPS calculator to compute and benchmark your score over time.

Two main types of NPS surveys:

Relational NPS (rNPS) measures the overall relationship with your brand. Sent periodically (e.g. quarterly or semi-annually), it gives a high-level NPS benchmark and tracks loyalty trends.
Transactional NPS (tNPS) measures a specific interaction—e.g. after a purchase, support call, or onboarding. It delivers immediate, touchpoint-level feedback.

Use both: rNPS for long-term loyalty and benchmarking, tNPS for survey timing right after key moments. The 70 NPS question examples below include both rNPS and tNPS variants so you can choose the right survey template and survey frequency for each use case.

70 NPS Question Examples (By Category)

Below are 70 NPS survey question examples grouped by type. Use them as NPS templates and adapt [Company/Product/Service] to your brand. Keep the 0–10 scale and the word recommend for valid NPS calculation and benchmarking.

1. Classic & Core NPS Questions (rNPS) — Examples 1–6

The classic NPS survey question is your foundational loyalty metric. Use it for relational NPS and industry benchmark tracking.

"On a scale of 0 to 10, how likely are you to recommend [Company/Product/Service] to a friend or colleague?"
"How likely are you to recommend [Company/Product/Service] to a friend or colleague?" (0–10)
"Considering your experience with us so far, how likely are you to recommend [Company Name] to a friend or colleague?" (0–10)
"Based on your entire experience with [Company Name], how likely are you to recommend us to a friend or colleague?" (0–10)
"On a scale of 0 to 10, how likely are you to recommend [Company/Product/Service] to a friend, colleague, or family member?"
"How likely are you to recommend [Company Name] to someone with similar needs?" (0–10) — useful when the product isn't for "friends or colleagues" (e.g. B2B; recommend to someone like you).

When to use: Key relationship touchpoints, after onboarding or a major milestone. Survey frequency: Quarterly or semi-annually for rNPS. Survey length: One NPS question plus 1–2 follow-up questions (see Driver questions below).

2. Transactional NPS (tNPS) / Experience-Based — Examples 7–16

Transactional NPS questions capture sentiment right after a specific interaction. They improve response rate when sent quickly and keep survey length short.

"Based on your recent support call, how likely are you to recommend [Company Name] to a friend or colleague?" (0–10)
"Based on your recent purchase, how likely are you to recommend [Company/Brand] to a friend or colleague?" (0–10)
"Based on your recent interaction with our support team, how likely are you to recommend us to others?" (0–10)
"After your recent [purchase/delivery], how likely are you to recommend [Company Name] to a friend or colleague?" (0–10)
"Based on your recent onboarding experience, how likely are you to recommend [Product/Company] to a friend or colleague?" (0–10)
"How likely are you to recommend [Company] based on your most recent [feature use / upgrade]?" (0–10)
"Based on your recent checkout experience, how likely are you to recommend us to a friend or colleague?" (0–10)
"After your recent event with us, how likely are you to recommend [Company] to a friend or colleague?" (0–10)
"Based on your recent delivery experience, how likely are you to recommend [Company] to a friend or colleague?" (0–10)
"How likely are you to recommend our customer service / support to a friend or colleague?" (0–10) — customer service NPS / support NPS.

When to send: Within 24–48 hours of the interaction. Survey channels: In-app surveys or website surveys for real-time tNPS; Link Surveys (email) when you send post-transaction emails.

3. Product- & Feature-Specific NPS — Examples 17–22

Isolate loyalty at the product or feature level for segmentation and product roadmaps.

"On a scale of 0 to 10, how likely are you to recommend [Specific Product Name] to a friend or colleague?"
"How likely are you to recommend [Specific Feature Name] to a friend or colleague?" (0–10)
"How likely are you to recommend our [App/Platform] to a friend or colleague?" (0–10)
"How likely are you to recommend [Product X] based on its ease of use?" (0–10)
"How likely are you to recommend [Product] based on its integration with other tools you use?" (0–10)
"How likely are you to recommend our [premium version / plan] to a friend or colleague?" (0–10)

When to use: Shortly after meaningful use of that product or feature. Use conditional logic so only users who used the feature see this question.

4. Relationship & B2B NPS (rNPS) — Examples 23–27

For long-term B2B and enterprise relationships; relational NPS for benchmarking partnership health.

"Based on your entire experience with [Company Name], how likely are you to recommend us as a strategic partner to a friend or colleague?" (0–10)
"How likely are you to recommend [Company] as a long-term business partner to others in your industry?" (0–10)
"How likely are you to recommend [Company] to a colleague with similar business challenges?" (0–10)
"Based on your experience as a [customer/partner], how likely are you to recommend [Company Name] to a friend or colleague?" (0–10)
"How likely are you to recommend our company to others based on your overall experience with us?" (0–10)

Survey frequency: Semi-annual or annual. Segment by account size or tenure (e.g. 1+ year) for clearer NPS benchmark and retention insight.

5. Competitive NPS — Examples 28–31

Understand competitive preference and positioning.

"Considering your experience with other [Industry] providers, on a scale of 0 to 10, how likely are you to recommend [Your Company] over others?"
"How likely are you to recommend [Your Company] compared to other [industry] alternatives you've used?" (0–10)
"Compared to other [Industry] options, how likely are you to recommend [Your Company] to a friend or colleague?" (0–10)
"How likely are you to recommend [Your Company] over competitors you've used?" (0–10)

Follow-up question(s): "Which other [industry] providers have you used?" and "What is the main reason you would recommend us over them?" to capture qualitative feedback and drivers.

6. Loyalty Program NPS — Examples 32–34

Focus on the loyalty or rewards program itself.

"On a scale of 0 to 10, how likely are you to recommend our [Loyalty/Rewards Program Name] to a friend or colleague?"
"How likely are you to recommend our [membership / rewards program] to a friend or colleague?" (0–10)
"How likely are you to recommend our loyalty program based on the value and ease of use?" (0–10)

When to send: After a redemption or at key program milestones. Segment by tier (e.g. Gold vs Silver) for clearer insights.

7. Employee NPS (eNPS) — Examples 35–41

eNPS measures how likely employees are to recommend your company as a place to work. Use open-ended follow-up questions to understand drivers.

"On a scale of 0 to 10, how likely are you to recommend [Company Name] as a place to work to a friend or family member?"
"How likely are you to recommend [Company] as a great place to work?" (0–10)
"How likely are you to recommend [Company] based on career growth opportunities?" (0–10)
"How likely are you to recommend [Company] based on leadership and workplace culture?" (0–10)
"How likely are you to recommend our company's work environment to a friend?" (0–10)
"Based on your experience, how likely are you to recommend [Company] as a place to grow and develop professionally?" (0–10)
"How likely are you to recommend [Company] as a workplace to a friend or colleague?" (0–10)

Best practice: Guarantee anonymity to improve response rate and honesty. For more employee feedback ideas, see employee onboarding survey questions.

8. Post-Purchase & E-Commerce NPS — Examples 42–45

Transactional NPS for the purchase experience; survey timing within 24–48 hours of purchase.

"On a scale of 0 to 10, based on your recent purchase experience, how likely are you to recommend [Company/Brand] to a friend or colleague?"
"Based on your recent purchase, how likely are you to recommend us to a friend or colleague?" (0–10)
"How likely are you to recommend us based on your recent shopping and checkout experience?" (0–10)
"Based on your recent order and delivery experience, how likely are you to recommend [Company] to a friend or colleague?" (0–10)

9. Follow-Up & Driver Questions (Open-Ended) — Examples 46–63

Driver questions are follow-up questions that capture the why behind the score. Use conditional logic to show different open-ended questions by segment and keep survey length short (1 NPS question + 1–2 follow-ups).

For Promoters (9–10):

"What do you value most about our [product/service/company]?"
"What is the primary reason for your score?"
"What did you love most about your experience?"
"Would you be open to a short testimonial or case study?"
"What made you give us this score?"

For Passives (7–8):

"What would make you rate us higher?"
"What's one thing we could improve to better meet your needs?"
"What would make you a promoter?"
"What's one feature or improvement that would make you rate us higher?"
"If you could change one thing about our [product/service], what would it be?"

For Detractors (0–6):

"What was missing or disappointing in your experience?"
"How can we make it right for you?"
"What could we have done to improve your experience?"
"What specific issues led to your rating, and how can we address them?"
"What changes would make you more likely to recommend us?"

General (any score):

"What is the main reason for your score?"
"What could we do to improve your experience?"
"Is there anything else you'd like us to know?"

Use this qualitative feedback to close the loop and prioritize improvements. Avoid leading questions; keep wording neutral for unbiased answers.

10. Industry- & Use-Case-Specific NPS — Examples 64–70

Industry-specific NPS and customer service NPS examples you can use as NPS templates by vertical.

SaaS / Technology:

"How likely are you to recommend our software based on its ease of use?" (0–10)
"How likely are you to recommend our platform based on the support you've received?" (0–10)

Healthcare:

"How likely are you to recommend our [clinic/facility] to friends and family based on the quality of care you received?" (0–10)

Retail / E-Commerce:

"How likely are you to recommend our store based on your recent purchase and delivery experience?" (0–10)

Banking / Financial Services:

"How likely are you to recommend our [bank/service] based on your experience with our mobile app and customer support?" (0–10)

Customer Support / Self-Service:

"How likely are you to recommend our self-service support options?" (0–10)
"How likely are you to recommend our live chat support to others?" (0–10)

For segmentation, consider adding optional demographic questions (e.g. role, industry, region) so you can benchmark and improve response rate by tailoring survey invitation and survey timing to the right audiences.

NPS Question Types Comparison

NPS Type	Implementation	Resources	Outcomes	Ideal Use Cases	Key Advantages
Classic (rNPS)	Low	Minimal	Overall loyalty score	Brand benchmarking, trend tracking	Universally recognized, NPS benchmark
Product-Specific	Medium	Moderate	Product/feature insights	Product roadmaps, segmentation	Identifies strong/weak products
Experience-Based (tNPS)	Medium–High	Higher	Touchpoint feedback	Survey timing after interactions	Fresh feedback, rapid action
Relationship (rNPS)	Medium	Moderate	Partnership health	B2B, long-term accounts	Long-term retention signal
Competitive	High	Moderate–High	Competitive positioning	Market and benchmark vs competitors	Switching risk, positioning
Loyalty Program	Medium	Moderate	Program ROI	Loyalty/rewards optimization	Member engagement
Employee (eNPS)	Low	Minimal–Moderate	Engagement, retention	Culture, survey frequency (e.g. annual)	Simple, benchmarkable
Post-Purchase (tNPS)	Medium	Moderate	Purchase experience	E-commerce, survey timing post-purchase	High response rate, funnel insight

NPS Question Wording Best Practices

Question wording affects validity and response rate. Follow these wording best practices:

Do:

Use one clear sentence and a neutral tone.
Use the word recommend and keep the 0–10 scale consistent for NPS calculation and benchmarking.
Use the standard anchor: "How likely are you to recommend [X] to a friend or colleague?"

Don't:

Use leading questions (e.g. "Since we're highly rated, would you recommend us?").
Use emotional or salesy words ("amazing," "love") in the question.
Combine two questions (e.g. "How satisfied are you and would you recommend us?").

For niche or B2B products where "friend or colleague" doesn't fit, use recommend to someone like you (e.g. "How likely are you to recommend us to someone with similar needs?").

How Many Questions? Survey Length & Response Rate

Survey length and how many questions you ask directly impact response rate. Keep NPS surveys short:

One NPS question plus 1–2 follow-up questions (e.g. one driver question) is the sweet spot; many programs use 2–6 questions total.
Extra questions increase drop-off; use conditional logic (e.g. different follow-up questions for promoters vs detractors) to gather qualitative feedback without lengthening the survey for everyone.
In your survey invitation or email invitation, state that it takes 1–2 minutes and that you read every response to improve response rate.

When to Send & Where: Survey Timing and Channels

Survey timing:

Transactional NPS (tNPS): Send right after the interaction (e.g. within 24–48 hours for post-purchase or after support resolution).
Relational NPS (rNPS): Send on a survey frequency that fits your business (e.g. quarterly or semi-annually).
Send after the "complete experience" when possible (e.g. after delivery, not only after payment) so feedback reflects the full journey.

Survey channels:

In-app / website: Best for tNPS and real-time feedback (in-app surveys, website surveys).
Email: Good for rNPS and longer reflection (Link Surveys).
Optional: SMS, WhatsApp, or post-support in your helpdesk for customer service NPS.

Improve response rate: Segment who you ask (e.g. by journey stage or tenure), keep wording simple and the survey short, and time the ask well. Avoid incentives for the NPS question itself when possible—they can bias scores.

Close the Loop: Thank You & Follow-Up Messages

Close the loop by responding to feedback. Use thank you and follow-up messages by segment:

Promoters: "Thank you for your feedback. We'd love to hear more—would you be open to a short testimonial or referral?"
Passives: "Thank you for your feedback. We'll use it to improve and would love to earn a higher score next time."
Detractors: "Thank you for your honesty. We're sorry we let you down. We'll reach out shortly to understand what happened and how we can make it right."

From Measurement to Movement: Activating Your NPS Insights

NPS survey questions are the start; the value is in how you use the data. Use segmentation and driver questions to turn scores into action.

Context is king: Trigger surveys by event or touchpoint (e.g. post-purchase, post-support) for more relevant qualitative feedback.
Segment for clarity: Analyze by persona, tier, journey stage, or product usage to find patterns and prioritize at-risk or high-value groups.
Close the loop: Follow up with detractors, act on themes from open-ended answers, and share back what you changed so customers see impact.

Start with one or two high-impact touchpoints (e.g. onboarding or post-support), implement a targeted NPS survey using a NPS survey template, and share results with product, leadership, and customers. When presenting to leadership, measuring the impact of your communication can help ensure your message lands.

Mastering the NPS question is about turning feedback into growth: gather, analyze, and act so NPS becomes an engine for a more customer-centric product and a more loyal user base.

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