NPS survey questions template

What is this template?

This NPS survey questions template is a comprehensive Notion database containing 25+ professionally crafted NPS questions, 5 complete survey scripts for different industries, email templates, and proven frameworks to measure customer loyalty effectively.

Whether you're running NPS surveys for a B2B SaaS company, e-commerce business, or service-based organization, this template gives you everything you need to launch professional NPS surveys that get responses and drive action—not just collect scores.

What makes it different from other NPS question lists:

Unlike generic NPS question lists you find online, this template includes the core NPS question plus strategic follow-up questions organized by goal (understanding detractors, activating promoters, improving product), complete email invitation templates with optimal timing guidance, and an NPS score calculator with segmentation frameworks.

The template works for email surveys, in-app surveys, post-purchase surveys, and includes guidance for different customer touchpoints and industries.

Built for real-world use:

Every question includes context on when to use it, what insights it uncovers, and how to act on responses. The survey scripts include professional email subject lines, invitation copy, reminder sequences, and thank-you messages—everything you need to run a complete NPS program from start to finish.

Plus, you get an NPS analysis framework to calculate scores, segment by customer type, identify trends, and create action plans based on what you learn.

📦 What you'll get

📋 25+ pre-written NPS survey questions
Stop starting from scratch every survey cycle. Get professionally crafted questions organized by purpose (core NPS question, detractor follow-ups, promoter activation, passive engagement, demographic context, product feedback). Each question includes recommended answer formats (open-ended, multiple choice, rating scale) and analysis guidance on what responses mean for your business.

🎯 5 industry-specific survey templates
Complete, ready-to-deploy survey scripts customized for different business models:

• B2B SaaS NPS survey (quarterly relationship check)
• E-commerce NPS survey (post-purchase transactional)
• B2C service NPS survey (after service interaction)
• Enterprise relationship NPS survey (annual account health)
• Product feature NPS survey (after new feature launch)

Each template includes the full question sequence, recommended survey length, optimal timing, and response rate benchmarks.

📧 Email invitation templates
Professional email templates for every stage of your NPS program:

• Initial survey invitation (4 subject line options tested for open rates)
• Reminder email (sent to non-respondents after 3 days)
• Thank you email for promoters (with referral request)
• Thank you email for passives (with improvement commitment)
• Thank you email for detractors (with follow-up offer)
• Results announcement email (sharing what you learned and what you're changing)

All emails include personalization variables and can be customized for your brand voice.

💡 Strategic follow-up question frameworks
Learn which follow-up questions to ask based on NPS score:

• Detractor follow-ups (0-6 score) - understand what went wrong and how to fix it
• Passive follow-ups (7-8 score) - identify what would make them promoters
• Promoter follow-ups (9-10 score) - activate advocacy and gather testimonials
• All-respondent questions - demographic, usage, and context questions for everyone

📊 NPS calculator & analysis framework
Pre-built calculator that automatically:

• Calculates your overall NPS score from responses
• Segments scores by customer type, plan level, tenure, or custom attributes
• Identifies trends over time (improving, declining, stable)
• Benchmarks against industry standards
• Flags at-risk accounts (detractors in key segments)
• Generates action items based on score distribution

✅ Survey deployment checklist
Complete checklist for launching successful NPS surveys:

• Pre-launch (survey design, audience segmentation, timing selection, tool setup)
• Launch day (email schedule, monitoring dashboard, response tracking)
• During survey (reminder schedule, response rate tracking, early feedback review)
• Post-survey (data analysis, insight generation, action planning, team communication)

❌ Common NPS mistakes guide
Learn what NOT to do with real examples:

• Survey frequency mistakes (too often = survey fatigue, too rare = missed trends)
• Question wording mistakes that bias responses
• Follow-up mistakes that annoy customers
• Analysis mistakes that lead to wrong conclusions
• Action planning mistakes that waste insights

🗂️ Searchable question database (Notion)
Browse and filter all 25+ questions by:

• Question type (core NPS, follow-up, demographic, context)
• Respondent segment (promoters, passives, detractors, all)
• Survey goal (measure loyalty, understand issues, activate advocacy, gather feedback)
• Industry (B2B SaaS, e-commerce, services, enterprise)
• Quickly find the perfect questions for your specific NPS program

📈 Response analysis templates
Structured templates for making sense of NPS data:

• Detractor analysis template (categorize issues, prioritize fixes)
• Promoter activation template (identify advocacy opportunities)
• Passive conversion template (find quick wins to boost scores)
• Trend analysis template (track scores over time)
• Segment analysis template (compare scores across customer groups)

🎓 Bonus resources included

• NPS best practices guide (survey frequency, sample size, statistical significance)
• Industry NPS benchmarks (compare your scores to competitors)
• Recommended reading list (top books and articles on NPS and customer loyalty)
• Video tutorials on running effective NPS programs
• Access to our CX research community for questions and peer support

💾 Multiple formats available

• Notion template (fully interactive database with calculators and filters)
• Google Sheets version (for teams not using Notion, includes calculator formulas)
• PDF cheat sheet (printable quick reference for survey design)
• Editable in any tool you prefer (copy to Airtable, Excel, Typeform, SurveyMonkey)

Why most NPS surveys fail to drive action

You're sending NPS surveys to customers, collecting scores, and calculating your NPS number. But you're not learning WHY customers gave those scores, you're not following up with detractors effectively, and you're missing opportunities to activate promoters into advocates.

The result? You have a number (maybe it's 45, maybe it's 65) but no clear action plan to improve it. Your team doesn't know what to fix first, and customers feel like their feedback disappears into a black hole.

You need an NPS survey program that:

• ✓ Asks the core NPS question plus strategic follow-ups that reveal the "why"
• ✓ Segments questions by score (different follow-ups for promoters vs. detractors)
• ✓ Gets high response rates through well-timed, well-written invitations
• ✓ Works for your specific industry and customer journey
• ✓ Includes analysis frameworks to turn scores into action plans
• ✓ Closes the loop with customers so they see you're listening

Most NPS resources give you the core question ("How likely are you to recommend us?") without explaining what to ask next, when to send surveys, how to analyze results, or what to do with detractors vs. promoters.

That's exactly why we created this template.

What makes this template different

Includes strategic follow-up questions, not just the core question

Core NPS question:
"On a scale of 0-10, how likely are you to recommend [company/product] to a friend or colleague?"

But that's just the start. What you ask NEXT depends on their score:

For detractors (0-6):

• "What was the primary reason for your score?"
• "What would we need to do to earn a higher score from you?"
• "What's the one thing we should improve first?"

For passives (7-8):

• "What's holding you back from giving us a 9 or 10?"
• "What would make you more likely to recommend us?"
• "What's working well, and what could be better?"

For promoters (9-10):

• "What do you value most about [product/service]?"
• "Would you be willing to share your experience publicly?"
• "Who specifically would you recommend us to?"

Most NPS templates stop at the core question. This template teaches you what to ask based on the score.

Organized by industry and use case

B2B SaaS NPS survey:

• Survey timing: Quarterly (relationship NPS) + post-onboarding (transactional)
• Key follow-up: Product-market fit and feature requests
• Audience: Key stakeholders, not just end users
• Sample size: Smaller, more strategic

E-commerce NPS survey:

• Survey timing: 7-14 days post-purchase (after product arrival)
• Key follow-up: Product quality and delivery experience
• Audience: All customers who completed purchase
• Sample size: Larger, more transactional

B2C service NPS survey:

• Survey timing: Immediately after service interaction
• Key follow-up: Service quality and rep performance
• Audience: Customers who received service
• Sample size: Moderate, interaction-based

Each industry has different NPS drivers. This template accounts for that.

Includes complete email templates with optimal timing

Subject lines tested for open rates:

• "Quick question: Would you recommend [Company]?" (best for B2B)
• "We'd love your feedback on your recent [purchase/experience]" (best for transactional)
• "[Name], how are we doing?" (best for relationship surveys)
• "2 minutes for your thoughts?" (best for brevity-focused audiences)

Timing guidance:

• Best day: Tuesday or Wednesday (avoid Mondays and Fridays)
• Best time: 10am-2pm local time (highest open rates)
• Reminder timing: 3 days after initial send (only to non-respondents)
• Follow-up timing: Within 48 hours of response (especially detractors)

Email body templates include:

• Personalization (customer name, product, interaction details)
• Clear ask (takes 2 minutes, helps us improve)
• Single clear CTA button (not buried links)
• Deadline (if applicable, creates urgency)
• Opt-out option (respects preferences)

Teaches you how to close the loop with customers

After someone responds, what do you do?

This template includes response workflows:

Detractor response workflow:

1. Immediate notification to account owner (within 1 hour)
2. Personal outreach within 24 hours (phone call or email)
3. Document issue and action plan
4. Follow up when issue is resolved
5. Re-survey 30 days later to measure improvement

Passive response workflow:

1. Review for quick-win opportunities
2. Group by common themes
3. Address in next product update or service improvement
4. Communicate changes to passives who mentioned that issue
5. Track if scores improve after changes

Promoter response workflow:

1. Thank them personally
2. Ask for testimonial, review, or referral
3. Consider for case study opportunity
4. Add to advocacy program (if you have one)
5. Keep them engaged with exclusive updates

Closing the loop shows customers you're listening and increases future response rates.

How to use this template

Step 1: Choose your survey type
Are you measuring relationship NPS (overall company sentiment) or transactional NPS (specific interaction)? Select the appropriate template.

Step 2: Customize questions for your industry
Browse the question database and select 3-5 questions that fit your business model and survey goals. We provide recommendations based on common scenarios.

Step 3: Set up email invitation
Use our email templates to create your survey invitation. Customize subject line, body copy, and CTA for your brand voice.

Step 4: Launch and monitor
Send surveys according to our timing recommendations. Monitor response rates and early feedback in real-time.

Step 5: Analyze and act
Use our analysis framework to calculate NPS, segment responses, identify patterns, and create action plans for each customer segment.

Step 6: Close the loop
Follow our response workflows to follow up with detractors, thank promoters, and address passive feedback.

Works with: Notion (our template), Google Sheets, Typeform, SurveyMonkey, Qualtrics, Delighted, or any NPS tool you prefer.

Real examples from the template

Example 1: Core NPS question (proper formatting)

Bad: "Do you like our product?"
Why it's bad: Yes/no question. Doesn't measure likelihood to recommend. Not the standard NPS format.‍

Good: "On a scale of 0-10, how likely are you to recommend [Company Name] to a friend or colleague?"
Why it works: Standard NPS format. 0-10 scale allows for proper categorization (detractors/passives/promoters). Focuses on recommendation likelihood, not just satisfaction.

Example 2: Detractor follow-up question

Bad: "What didn't you like?"
Why it's bad: Too vague. Focuses on negative without actionable specificity.

Good: "What's the primary reason for your score? Please be as specific as possible so we can improve."
Why it works: Asks for ONE primary reason (easier to answer). Invites specificity. Shows you want to improve based on their feedback.

Example 3: Promoter activation question

Bad: "Can you give us a review?"
Why it's bad: Feels like you're only asking because they're happy. No context on why it matters.

Good: "We're so glad to hear you'd recommend us! Would you be willing to share your experience on [review site]? It helps other [customers/businesses] find us."
Why it works: Acknowledges their positive score. Explains the "why" (helps others). Makes the ask specific and easy.

Example 4: Survey timing mistake

Bad: Sending NPS survey immediately after sign-up
Why it's bad: Customer hasn't experienced enough to form opinion. Wastes a survey touchpoint.

‍Good: Sending NPS survey 30-60 days after sign-up (B2B SaaS) or 7-14 days post-purchase (e-commerce)
Why it works: Customer has experienced your product/service enough to form informed opinion. Timing matches customer journey stage.

Common NPS program mistakes (and how to avoid them)

Mistake #1: Only asking the core question

What it looks like:
You send "On a scale of 0-10, how likely are you to recommend us?" and that's it. No follow-up questions.

Why it's a problem:
You get a number but zero context. You don't know WHY someone gave that score or WHAT to improve.

How to fix it:
Always include at least one follow-up question: "What's the primary reason for your score?" This single question makes NPS actionable.

Mistake #2: Sending surveys too frequently

What it looks like:
Surveying the same customers monthly or after every tiny interaction.

Why it's a problem:
Survey fatigue. Response rates plummet. Customers get annoyed. Your scores drop because annoyed customers give lower scores.

How to fix it:
Relationship NPS: Quarterly or bi-annually. Transactional NPS: After significant interactions only (purchase, support case, onboarding). Never survey the same customer more than once per quarter unless absolutely necessary.

Mistake #3: Not following up with detractors

What it looks like:
Customer gives you a 3. You add it to your spreadsheet. You never contact them.

Why it's a problem:
You've missed the most critical part of NPS—the opportunity to save that relationship. Detractors who are ignored become churned customers.

How to fix it:
Create an automatic alert for any score 0-6. Have the account owner or customer success manager reach out within 24 hours. Document the issue. Follow up when resolved. Re-survey after 30 days.

Mistake #4: Treating NPS as the only metric

What it looks like:
Your entire CX strategy is "increase NPS score."

Why it's a problem:
NPS is a lagging indicator. It tells you how customers feel but not necessarily why or what specific actions will improve it. Gaming the number becomes the goal instead of actually improving customer experience.

How to fix it:
Use NPS as ONE metric alongside CSAT (customer satisfaction), CES (customer effort score), retention rate, product usage, and support ticket trends. Look at all metrics together for full picture.

Mistake #5: Surveying at the wrong time

What it looks like:
Sending NPS survey right when customer is frustrated (during a support issue) or too early (before they've experienced your product).

Why it's a problem:
You get scores that reflect the wrong thing (temporary frustration) or are uninformed (they don't know you well enough yet).

How to fix it:
Time surveys strategically:

• After positive milestones (successful onboarding, goal achieved, problem solved)
• After sufficient experience time (30+ days for SaaS, 7-14 days post-purchase for e-commerce)
• Never during active support issues or billing disputes

Mistake #6: Ignoring statistical significance

What it looks like:
You survey 10 customers, get 8 responses, calculate NPS, and report it as meaningful.

Why it's a problem:
With tiny sample sizes, scores fluctuate wildly and aren't statistically meaningful. One angry customer can swing your entire NPS.

How to fix it:
Minimum sample size recommendations:

• Small companies (<100 customers): Survey everyone, aim for 30+ responses
• Medium companies (100-1,000 customers): Survey stratified sample, aim for 100+ responses
• Large companies (1,000+ customers): Survey representative sample, aim for 300+ responses

Use our sample size calculator in the template to determine if your NPS score is statistically significant.

What CX professionals are saying

"This template transformed our NPS program from 'nice to have' to 'actually drives product decisions.' The follow-up questions are gold."
— Rachel Martinez, Head of CX at B2B SaaS Company

"We increased our NPS response rate from 12% to 34% just by using the email templates. The subject lines are tested and proven."
— David Park, Customer Success Manager

"Finally, a template that accounts for B2B vs. B2C differences. The industry-specific surveys saved us weeks of research."
— Jennifer Liu, CX Director at E-commerce Company

"The detractor follow-up workflow helped us save 3 at-risk accounts last quarter. The template pays for itself—and it's free!"
— Marcus Johnson, VP of Customer Success

Frequently asked questions

Q: What format is the template?
A: It's a Notion template you can duplicate to your workspace. Works with free Notion accounts. We also include Google Sheets (with calculator formulas) and PDF versions.

Q: Can I customize the questions?
A: Absolutely! The template is fully editable. Add your own questions, remove ones you don't need, customize for your brand voice and industry.

Q: Do I need Notion?
A: No. While it's built for Notion (because of database and calculator features), you can copy everything to Google Sheets, Excel, Typeform, SurveyMonkey, or any survey tool.

Q: Does this work for B2B and B2C?
A: Yes! We include separate templates for B2B SaaS, B2C e-commerce, B2C services, enterprise, and more. Each has industry-specific questions and timing recommendations.

Q: What's the difference between relationship NPS and transactional NPS?
A: Relationship NPS measures overall sentiment about your company (sent quarterly/annually). Transactional NPS measures satisfaction with a specific interaction (sent after purchase, support case, etc.). We include templates for both.

Q: How do I calculate NPS from responses?
A: The template includes an NPS calculator. Input your response distribution and it automatically calculates your score using the standard formula: % Promoters - % Detractors = NPS.

Q: What's a good NPS score?
A: It varies by industry. Generally: Above 0 = okay, Above 30 = good, Above 50 = excellent, Above 70 = world-class. We include industry benchmarks in the template so you can compare.

Q: How often should I send NPS surveys?
A: Relationship NPS: Quarterly for B2B, bi-annually for B2C. Transactional NPS: After significant interactions only. Never survey the same customer more than once per quarter. See our survey frequency guide in the template.

Q: What if I get a lot of detractors?
A: The template includes a detractor response workflow: immediate notification, personal outreach within 24 hours, document and fix issues, follow up when resolved, re-survey after 30 days. Also analyze detractor feedback to find common themes and prioritize fixes.

Q: Can I use this with my existing NPS tool?
A: Yes! The questions work with any NPS tool (Delighted, SurveyMonkey, Typeform, Qualtrics, in-app surveys, etc.). Just copy the questions and email templates into your tool.

Q: Is this really free?
A: Yes, completely free. No credit card required, no hidden costs. We create free resources to help CX and research professionals.

Ready to launch a better NPS program?

Stop collecting NPS scores without context or action plans.

Get our complete template with:

- 25+ NPS questions organized by score and industry
- 5 industry-specific survey templates you can deploy today
- Email invitation templates with tested subject lines
- Strategic follow-up questions for detractors, passives, and promoters
- NPS calculator and analysis frameworks
- Response workflows to close the loop with customers
- Survey timing and frequency recommendations
- Common mistakes guide with before/after examples

Free. Forever. No credit card required.

What you'll be able to do after using this template

✓ Launch professional NPS surveys without a CX team or agency
✓ Ask strategic follow-up questions that reveal the "why" behind scores
✓ Get higher response rates with proven email templates
✓ Segment and analyze NPS by customer type, plan, tenure, or custom attributes
✓ Close the loop with detractors to save at-risk relationships
✓ Activate promoters into advocates and referral sources
✓ Track NPS trends over time and measure impact of improvements
✓ Create action plans based on NPS data that drive real business results

Don't launch your next NPS survey without this template

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