An NPS (Net Promoter Score) survey asks one question: how likely the person is to recommend your business to a friend or colleague, on a scale from 0 to 10. The score is the percentage of promoters, who answer 9 or 10, minus the percentage of detractors, who answer 0 to 6, so answers of 7 and 8 count in the total but add to neither side. Add one follow-up question about the main reason, and keep the question and the scoring unchanged from one round to the next.
NPS survey: 2,400 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
The standard wording. Even a small change, such as adding 'would you', can make the result hard to compare with other net promoter results.
Read it beside the number, never instead of it. A long comment from someone who scored 9 still leaves them a promoter.
Shows whether a low score comes from newer customers who have not yet seen the benefit, or from long-term customers whose needs have changed.
| Field | Type | Required | Why you ask it |
|---|---|---|---|
How likely are you to recommend us to a friend or colleague?0 means not at all likely and 10 means extremely likely. 012345678910 | Single choice | Required | The score the calculation uses. Keep the options in ascending order from 0 to 10, with nothing else on the scale. |
What is the main reason for your score?For example: setup took longer than I expected | Long text | Optional | Explains the number. Group the reasons into themes; one vivid comment should not decide what changes. |
How long have you been a customer?Less than 6 months6 to 24 monthsMore than 2 years | Single choice | Optional | Lets you read scores by tenure, so new and long-term customers are not averaged into one figure. |
What was your most recent interaction with us?A purchaseA renewalA support requestOnboarding or setupSomething else | Dropdown | Optional | Separates a score about a purchase from a score about support, which people judge on different terms. |
How often do you use our product or service?DailyWeeklyMonthlyRarely | Single choice | Optional | Usage frequency can explain part of the gap between promoters and detractors, so it belongs next to the score. |
Can we quote your comment without your name?A quote without a name still shows the words you wrote, so choose carefully. Yes, without my nameNo, keep it private | Single choice | Optional | Records the choice before anyone shares a comment outside the team. |
Work out the share of respondents who answered 9 or 10, subtract the share who answered 0 to 6, and leave 7 and 8 out of both sides. An average of the 0 to 10 answers is a different figure, so do not report it as the net promoter score.
One round can swing because of who happened to answer it. Put several rounds side by side, with the same wording, and read the direction before you act on a single change.
Send the question at the same point in the relationship each time, such as after a set period of use. A score taken the day after a failed delivery measures that delivery as much as the relationship.
Do not set your score against a published industry figure unless the method, the wording and the customer group match. Check the sample and the question before reading any gap as meaningful.
Replacing the standard wording with a satisfaction question, or adding a second scored question to the same screen, changes what the number measures. Keep the core question as written and place any other question below it.
A 1 to 5 rating or a 0 to 100 slider cannot be scored with the promoter and detractor cut-offs. Use the 0 to 10 scale in every round you plan to compare.
Answers of 7 and 8 are passives. Moving them into the detractor group pushes the score down. They belong in the total number of responses, but they are neither promoters nor detractors.
A survey sent right after a support call measures that call. If you want a relationship score, wait until the customer has used the product for a while.
There is no universal good score. A figure means something against your own earlier rounds and against customers who answered the same question. Track one survey over time, and be cautious about any outside benchmark whose method you cannot confirm.
Find the percentage of respondents who answered 9 or 10, the promoters. Find the percentage who answered 0 to 6, the detractors. Subtract the detractor percentage from the promoter percentage. The result runs from minus 100 to 100, and answers of 7 or 8 are not added to either side.
The standard wording asks how likely the person is to recommend the company, product or service to a friend or colleague, on a scale from 0 to 10. Put your company or product name in the bracket and leave the rest unchanged. Ask for the reason as a separate, optional question below it.
Choose an interval your team can sustain, and send to the same kind of customer each time, at the same stage of the relationship. No single interval suits every business. Decide on one, record it, and keep it for several rounds before you change it.
Yes, with a question about working here rather than buying from you, reported apart from customer scores. Tell respondents who will read their answers, and plan the conversation about causes before you publish any result.
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