NPS template

Customer feedback is the best way to improve a company’s product or services to ensure it’s exceeding consumer expectations. But without helpful insight, it’s difficult to determine what needs improving and what is already working. 

Net Promoter Score (NPS) templates allow companies to completely customize NPS surveys to drive the feedback they’re looking for and help their company become the very best it can be. Instead of taking a stab in the dark at what you think your consumers are enjoying or dislike, you can curate questionnaires that tell you exactly what you’re looking for to enhance the consumer experience. 

Learn how to use NPS templates and how customizing them can be beneficial for your business.

Table of Contents

What Is an NPS Template?

An NPS template is a pre-built survey format used to measure customer loyalty by asking one core question — “How likely are you to recommend us to a friend or colleague?” — on a 0-to-10 rating scale, followed by an optional open-ended follow-up. Net Promoter Score is a customer experience metric created by Bain & Company and Fred Reichheld in 2003 that classifies respondents as Promoters (9–10), Passives (7–8), or Detractors (0–6), then calculates a single score between −100 and +100.

A good NPS template gives you three things in a single short survey: a quantitative loyalty score you can track over time, a qualitative reason behind each rating, and segmentable feedback you can route to product, support, or marketing teams. Using a template — rather than designing each survey from scratch — keeps your scoring methodology consistent across releases, channels, and customer cohorts, which is essential if you want quarter-over-quarter NPS comparisons to mean anything.

Most teams reach for an NPS template because they want to act on customer sentiment without building survey infrastructure. The template handles the scale, the segmentation logic, and the follow-up branching; your job is to choose when to send it, who to send it to, and how to act on the responses you get back.

How Is NPS Calculated?

NPS is calculated with a simple formula: % Promoters − % Detractors = NPS. Passives are counted in the response total but excluded from the score itself, because they’re considered neutral. The final number falls anywhere between −100 (every respondent is a Detractor) and +100 (every respondent is a Promoter).

Here’s a worked example. Imagine you send your NPS template to 200 customers and 100 respond. The breakdown comes back as 60 Promoters (60%), 30 Passives (30%), and 10 Detractors (10%). Your NPS is 60% − 10% = +50. That score, on its own, doesn’t tell you whether you’re winning — it only becomes meaningful when you compare it to your previous score, your industry benchmark, or the score from a specific customer segment.

Two practical notes on the calculation. First, the score is usually expressed as a whole number without the percent sign (so “+50”, not “50%”) — it’s a net difference, not a percentage. Second, the sample size matters: an NPS of +50 calculated from 10 responses is statistically meaningless, while the same score from 500 responses tells you something real. Aim for at least 100 responses per segment before drawing conclusions, and resend the template every quarter so your scoring trend is consistent.

What Is a Typical NPS Template Structure?

A Net Promoter Score (NPS) survey is intended to find out the likelihood of your consumers recommending your product or company to friends and family, so an NPS template should be customized around what you’re looking to know. 

Typically, a standard NPS survey template structure consists of a two-part questionnaire. This is intended to offer brevity and more clarity than long-form surveys, resulting in significantly higher response rates.

The first question is straightforward and looks to find a simple rating from 0 to 10. The question can be something like, “On a scale of 0 to 10, how likely are you to recommend our product/company/service to friends and family?” 

The second question is more open-ended and looks to find an answer as to why the score in the first question was given. It’s a follow-up question that might be something like, “What is the primary reason(s) for the rating of our product/services?”

Free NPS Survey Template (Copy & Paste)

Here’s a ready-to-use NPS template you can paste into any survey tool. It includes the core rating question, segmented follow-up questions for each respondent type, and a thank-you message that closes the loop. Customize the brand name, product references, and follow-up wording to match your voice.

QUESTION 1 (Required — All respondents)
On a scale of 0 to 10, how likely are you to recommend [Your Product] to a friend or colleague?
[0 — Not at all likely] [1] [2] [3] [4] [5] [6] [7] [8] [9] [10 — Extremely likely]

QUESTION 2 (Branched by score)

→ If rating is 0–6 (Detractors):
"We’re sorry your experience didn’t meet expectations. What’s the one thing we could change to earn a higher rating from you?"

→ If rating is 7–8 (Passives):
"Thanks for your feedback. What’s the single improvement that would move us from a 7 or 8 to a 9 or 10?"

→ If rating is 9–10 (Promoters):
"That’s great to hear! What specifically made you want to recommend [Your Product] to someone else?"

CLOSING MESSAGE (All respondents)
"Thank you for taking 30 seconds to share your feedback. Your responses go directly to our product team — we read every one."

This template intentionally keeps each respondent to two questions and under 30 seconds of effort. Survey fatigue is the biggest cause of low NPS response rates, so resist the urge to bolt on demographic, product-usage, or NPS-explainer questions — collect those in a separate research survey, not in your NPS template.

If you want to take this template further, consider routing Detractor responses to your support team for a follow-up call (which can reduce support tickets by closing the loop on recurring issues), Promoter responses to marketing for case-study outreach, and all open-ended responses into a workflow that helps you turn feedback into feature requests so the qualitative comments become actionable roadmap inputs.

Can an NPS Template Be Customized?

Although most NPS templates follow this two-part questionnaire structure, you can customize the NPS survey to fit your company, product, or service. 

In fact, it’s encouraged to customize your NPS survey template to collect the most helpful insight and feedback for your business. 

To gather more insights, you might consider adding more optional questions in addition to the standard two-part questionnaire on an NPS template. These questions can be closed-ended (ratings, multiple choice options, nominal) or open-ended, similar to the follow-up question above.

AnnounceKit’s Net Promoter Score software allows users to customize their NPS survey templates to receive the best and most insightful feedback for their business. With our software, you can set up personalized NPS surveys to gather feedback on specific touchpoints or overall user experience, depending on what you want to know, and create NPS surveys that fit your brand.

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Customizing an NPS Survey Template’s Rating Question

As a business, you want to include rating questions to get a straightforward response on the likelihood of receiving a referral. This is the number you will use to then calculate your overall Net Promoter Score, so you want the question to be specific to exactly what it is that you want to know. It is completely customizable to fit your target audience and data needs. 

And, depending on what you want to know, this will also help you determine the best time to send out your NPS survey.

When creating your survey and considering different rating questions you might ask, clearly formulate the goal of your NPS survey. This will help you single out the rating question that will allow for the most actionable customer feedback. 

Consider these things:

  • Targeted customer segment
  • Survey channel
  • Triggering events
  • Behavior over time
  • Touchpoint in the customer journey
  • Customer’s pain points
  • Something that might convert your customer into a loyal enthusiast

Ask for a Company Rating

First and foremost, you want a company rating, so that’s what you need to ask for. If you’re new to NPS surveys, you might consider sticking with the default NPS rating question, “On a scale of 0 to 10, how likely are you to recommend our company to friends or family?”

With this simple icebreaker question, you’re:

  • Opening communication with your customer base
  • Receiving their customer satisfaction level
  • Potentially gathering insight into other departments in your company
  • Measuring customer loyalty
  • Collecting data

Ask for a Specific Product or Service Rating

By replacing the word “company” with a product or service, you’re now asking for a rating on something more concrete, which often brings out a more quantitative customer rating.

The question might now look like this: “On a scale of 0 to 10, how likely are you to recommend [insert product or service] to friends or family?”

Now, instead of the feedback being more general about the company, it is more specific to the exact product or service you’ve inquired about. 

The responses will give information about what needs improvement and give a clearer picture of what should be made a priority for future updates. As a product manager, you can consider this information when working on perfecting your product or service.

By replacing “company” with a specific product or service, you are now:

  • Receiving responses on how to fix or improve product features
  • Learning what needs to be prioritized
  • Shifting the focus of the NPS to something more specific 
  • Allowing your company to be confident in decisions regarding product changes

Ask for a Specific Experience Rating

With another simple tweak, you can customize your NPS rating question to gather specific information about a customer experience  — dealing with customer support, receiving a product, etc. By adding a simple phrase to the question, you’re targeting your customer response to specifically what you’re looking for.

The newly customized question could look like these:

  • “Considering your recent purchase, how likely are you to recommend our [company/product/service] to friends or family?”
  • “Following the latest feature update, how likely are you to recommend our [company/product/service] to friends and family?”
  • “How likely are you to recommend our [company/product/service] to friends or family based on your recent customer support team interaction?”

Targeting a specific experience is important to help shift the focus from the company or product itself, expose customer issues or concerns, and allow for immediate action to improve customer satisfaction.

Customizing an NPS Survey Template’s Follow-Up Question

Most often, an NPS survey uses this open-ended follow-up question: “What is the primary reason(s) for your score?”

If you’re new to NPS surveys, this question might seem fine and give you enough insight to make some positive changes. However, by customizing the NPS survey template follow-up question, you can be more specific and gather the information you really want to know.

Questions for Promoters

Promoters are the people who are advocating for your brand. They offer ratings between 9-10 and are seen as the most valuable customers for your company. 

When posing follow-up questions for promoters, you’re looking for them to amplify the positive experiences they’ve already had. You can do this by asking for more details from their initial survey response.

Examples:

  • “What did you like the most about our [company/product/service]?” The data collected here is valuable for helping tweak products or services in future updates and alter marketing to better position your product.
  • “What did you find the most valuable about our [company/product/service]?” This information allows product managers and teams to prioritize what needs to be worked on for future updates.
  • “How did using our [product/service] benefit you the most?” This data gives insight into how your product is performing. What is working the best for customers and what might you be able to do without?
  • “How does our [product/service] meet your needs?” This information helps guide a company’s actions during design and development.
  • “What problem is our [product/service] solving for you?” With this information, you can better refine your product or service.

Questions for Passives

Passives are defined as customers who offer ratings between 7-8. They are seen as neutral and will likely continue to use your company if they don’t find something better, but they’re probably not going out of their way to recommend you.  

It’s important to construct specific follow-up questions for passives because, with the right questioning and follow-through, you can turn passives into promoters. 

Examples:

  • “What is something we can do to make you happier with our [company/product/service]?” This question shows you care about your customers and their experience/satisfaction.
  • “Why did you choose to go with our [company/product/service] over one from our competitor(s)?” Data collected from this type of question can help you determine what helped your company stand out.
  • “What do you like the most/least about our [company/product/service]? Asking for both most and least offers a better chance at turning passives into promoters rather than letting them slip into detractors.

You can also consider many of the same questions used for promoters and word them so they better target the passive audience.

Questions for Detractors

Detractors are those that are least likely to recommend your business. They offer Net Promoter Scores of 0-6 and were dissatisfied with your company or product for one reason or another. Following up with them allows you the opportunity to identify weak spots and make changes for improvement, hopefully turning detractors into passives or promoters.

Constructing open-ended follow-up questions that best address their pain points is crucial for the future of your company.

Examples:

  • “What was missing for you in your experience with us?” This question encourages customers to provide constructive criticism that can be used to better customer satisfaction.
  • “What is something we can do to make you happier with our company?” This question shows detractors that you care about them and how they’re using your product, building a relationship with them.
  • “What did you like the least about our [company/product/service]?” This gives insight on how to provide a more pleasant experience.
  • “What problem are you trying to solve by using our [product/service]?” This data gives specific issues for a business to act on.

4 Tips for Using and Customizing an NPS Template

#1: Identify Your Main Goal

The idea behind a custom NPS template is to make it your own so you can get exactly what you’re looking for from it.

Instead of cluttering your NPS survey with endless questions that might deter the consumer or ultimately become overwhelming, think of the main reason you’re reaching out in the first place. Use that reasoning to formulate a goal and single out the one or two questions that will bring you the best responses to make actionable changes.

#2: Remember That Less Is Often More

NPS surveys are meant to be short, allowing for brevity and clarity in the consumer’s responses. Keep this in mind when formulating your NPS template and don’t bog it down with too many questions.

In this case, more questions don’t necessarily mean you’ll be provided more value from consumers. Instead, the opposite can happen. The responses can become confusing and contradictory, missing the point of what you’re trying to figure out.

#3: Consider Adding a Thank You Message

A ‘Thank You’ message can be a nice touch to include at the end of your NPS survey. Not only does this simple message express your gratitude for your customers for taking the time to provide feedback, but it also helps build the relationship many consumers are looking for with businesses they interact with. 

Consider these examples:

Thank You message for promoters: “Thank you for taking the time to offer your feedback. We are thrilled to hear that you’re a big fan of our [company/product/service]. With this information, we can discover new opportunities for improvement so that you can continue to have the best experience possible when you choose to use our business.”

Thank You message for passives: “Thank you for taking the time to offer your feedback. Our goal is to create the best [company/product/service] possible so that you and consumers like you can have the best experience possible. With your thoughts, suggestions, and ideas, we can better identify areas for improvement.

”Thank You message for detractors: “Thank you for taking the time to offer your feedback. We are sorry that our [company/product/service] did not meet your needs, but we hope you know that we value your ideas and suggestions. Our team may reach out in the future so we can learn more about how we can further improve our company to exceed your expectations.”

#4: Try Segmenting and A/B Testing Your Audience

You won’t know what works best until you’ve tried multiple strategies, so you might consider segmenting and A/B testing your audience with separate NPS templates for different categories of consumers. 

By using this strategy, you can play around with different follow-up and open-ended questions for specific consumer groups and analyze the data to determine which questions produce the most or best feedback.

From here, use these top-performing questions in your final NPS survey template for all future NPS surveys.

What Is a Good NPS Score?

A “good” NPS depends almost entirely on your industry and your customer segment. The absolute number matters less than where you stand relative to your competitors. As a rough orientation, any score above 0 means you have more Promoters than Detractors (a basic health check), above +30 is generally considered good, above +50 is excellent, and above +70 is world-class.

Industry benchmarks give you a more honest read. SaaS and software companies typically see NPS scores in the +30 to +40 range, with category leaders pushing into the +50s. E-commerce averages sit lower (around +20 to +40), reflecting the wider variability in product quality. Financial services and insurance often hover in the single digits or negative range, because the category itself struggles with loyalty. B2B technology vendors generally outperform B2C consumer brands because B2B buyers have more skin in the relationship.

When you read your own NPS, do three comparisons: against your previous quarter’s score (trend), against your direct competitors (relative position), and against your most engaged customer segment versus your at-risk segment (internal variance). The most useful insight is rarely the single number — it’s the gap between segments, because that’s where retention and expansion revenue actually live.

NPS Template FAQs

How many questions should an NPS survey have?

Two. The 0-to-10 rating question and one segmented follow-up. Adding more questions drops your response rate sharply — every additional question after the second typically costs you 5–10% of completion. If you need demographic or product-usage data, send a separate research survey rather than bundling it into your NPS template.

How often should I send NPS surveys?

Most product-led companies send a relational NPS template once per quarter to all active users, plus transactional NPS surveys after key events (post-onboarding, post-support-ticket, post-renewal). Sending more frequently than quarterly causes survey fatigue and depresses response rates; sending less often than annually means you’ll miss the leading indicators of churn.

What’s the difference between NPS and CSAT?

NPS measures long-term customer loyalty and willingness to recommend, while CSAT (Customer Satisfaction Score) measures short-term satisfaction with a specific interaction. Use NPS to track relationship health over quarters; use CSAT after individual touchpoints like a support ticket, a feature release, or an onboarding step. Most mature CX programs run both side by side.

Can I send an NPS template to free-trial users?

Yes, but interpret the score carefully. Trial users haven’t yet committed to your product, so their NPS reflects intent and first impression rather than ongoing satisfaction. Keep the trial NPS score separate from your paid-customer NPS in your dashboards — mixing them produces a misleading single number that obscures both signals.

Should I use a 0–10 scale or a different scale?

Use 0–10. The Net Promoter Score methodology is built around this scale, and the Promoter / Passive / Detractor cutoffs (0–6, 7–8, 9–10) only work with it. If you switch to a 5-point or 7-point scale, you’re no longer measuring NPS — you’re measuring something else, and you lose the ability to benchmark against published industry scores.

How long does it take to see NPS results improve?

Realistically, one to three quarters of focused effort on Detractor feedback. NPS is a lagging indicator — by the time it moves, the underlying customer experience has already shifted. Faster signals (CSAT, support ticket volume, churn rate, time-to-first-value) will respond first; NPS confirms the trend a quarter or two later.

What’s the best tool for running NPS surveys?

The right tool depends on your stack. If you already use a customer feedback platform, start there. If you’re choosing fresh, look for tools that handle the 0–10 scale natively, support branched follow-up questions, and integrate with your CRM so responses route to the right team. Compare options against your existing workflow before locking in — there are good tools for collecting customer feedback that can save you a switching cost down the line.

Gather Deep Insights With AnnounceKit’s Simplified NPS Survey Template Interface

Creating NPS survey templates makes collecting information regarding your company easier than ever. 

AnnounceKit allows users to customize their NPS survey templates so you can target specific audiences, gather the feedback you really need, and utilize those insights to better your company. 

Not only does AnnounceKit offer a simplified NPS survey template interface, but we also have a changelog template and feature request template to make delivering information and gathering insight easier than ever.

If your business is struggling to create helpful but simplified NPS surveys that gather the insights you’re looking for, use AnnounceKit’s NPS survey template. Start your free trial today.

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Quick Setup, Easy to Use, and Many Integrations

Manage your product announcements from a single place and easily distribute them
across multiple channels.

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Orhan Ümit Keskin

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