Marilyn Suttle once put it perfectly: “Thank your customer for complaining and mean it. Most will never bother to complain. They’ll just walk away.” For businesses trying to crack the code of customer loyalty, one common challenge is understanding what makes people stay.
Sure, there’s no shortage of effort—marketing campaigns, product tweaks, and all-out customer service overhauls. But without knowing the real “why” behind customer loyalty, it can feel like throwing darts with your eyes closed.
And that’s where NPS questions come in. They’re not just about getting a score; they’re about asking thoughtful questions that dig deep into what keeps your customers happy—and what doesn’t. With the right NPS questions, you’ll finally have the insights you need to turn happy customers into loyal advocates.
In this post, I will share some of the best practices and questions you need to ask your customers to make them brand loyalists.
Understanding NPS Questions: What Are They?
An NPS question is at the heart of customer feedback surveys measuring loyalty. It’s typically a simple yet powerful query: “How likely are you to recommend our product/service to a friend or colleague?” Respondents answer on a scale of 0–10, revealing not just satisfaction but also their likelihood of promoting your business.
But NPS questions don’t stop there. While the core question gauges overall sentiment, follow-up questions dig deeper into the “why” behind the score. These insights help you understand what drives loyalty, what needs improvement, and what’s holding back those who aren’t fully satisfied.
NPS questions are more than just a number—they’re a window into your customers’ experiences, helping you fine-tune your strategies to build lasting relationships.
Why Use NPS Survey Questions?
NPS questions aren’t just a formality—they’re a way to have honest conversations with your customers, find out what they need, and make changes that matter. When you ask the right questions, you’re not just collecting data—you’re creating a better experience for everyone. Here’s why asking the right questions is such a big deal:
- Get Clear Answers (Not Guesswork)
You won’t get helpful answers if your questions are vague or confusing. Simple, straight-to-the-point questions give you solid data to work with. If your website isn’t converting or people are leaving, wouldn’t you rather know precisely why instead of taking random guesses? That’s what good NPS questions help with.
- Find Out the “Why”
Sure, asking, “How likely are you to recommend us?” gives you a number, but it doesn’t tell you what’s really driving that score. Follow it up with something like, “What’s the main reason for your score?” That’s where the juicy stuff is—the frustrations, the wins, and the things you never even thought about fixing.
- Figure Out What Needs Fixing
Don’t settle for “people aren’t happy.” Use NPS surveys to dig deeper. Are they annoyed with your checkout process? Struggling to find answers from support? These details help you focus on what really needs attention instead of wasting time on things that don’t matter as much.
- Make It Personal
Not every customer wants the same thing. Some might care about better customer service, while others just want your product to work faster. Asking the right questions can help you figure out what each group needs so you can tailor your approach. Personalization isn’t just lovely—it’s what keeps people coming back.
- Turn Unhappy Customers Around
Let’s be honest—those low scores sting. But the people giving them aren’t lost causes. They’re telling you exactly what’s frustrating them. Give them a way to share those frustrations, fix the problems, and watch how quickly some can become loyal fans.
- Boost Your Growth
At the end of the day, happy customers stick around longer, tell their friends, and spend more. Good NPS questions help you find out what’s working and what’s not so you can make changes that actually lead to growth—without throwing stuff at the wall to see what sticks.
Types of Net Promoter Score Questions
The standard NPS question, “On a scale of 0-10, how likely are you to recommend [your company] to a friend or colleague?” is important—but it’s just the tip of the iceberg. While it provides a good starting point for understanding customer loyalty, it doesn’t tell the whole story.
Here are the two main types of NPS questions:
Relational Questions
Relational questions focus on the bigger picture—your customers’ overall relationship with your brand. They’re designed to assess how customers feel about your company in general, not just based on one specific experience.
These questions give you a bird’s-eye view of customer sentiment, helping you understand your long-term strengths and areas for improvement. If relational responses trend negatively, it’s a sign that bigger, systemic changes might be needed.
For example, you might ask:
- “How satisfied are you with [your company/product/service] overall?” This tells you how happy customers are with your offerings and whether you meet their expectations.
- “How would you describe your experience with our brand?” This helps gauge brand perception and understand if your values align with customer expectations.
- “How likely are you to continue using our products/services in the future?” This reveals future loyalty and whether your offerings are sticky enough to retain customers.
Transactional Questions
Transactional questions focus on specific interactions or touchpoints in the customer journey. They evaluate performance in specific areas, such as customer service, product usability, or the purchase experience.
Transactional questions give you actionable insights into specific areas of the customer experience. They’re like magnifying glasses, helping you identify precise pain points that need immediate attention.
Here’s how transactional questions might look:
- “How satisfied were you with your recent interaction with our customer support team?” If you’re hearing complaints, it’s a signal to revisit your support processes.
- “How easy was it to use [product feature]?” This helps pinpoint usability issues or opportunities for product improvement.
- “How would you rate your experience on our website today?” If website feedback trends are negative, it might be time to optimize navigation or page load speeds.
- “How satisfied were you with the checkout process?” This uncovers potential friction in one of the most critical parts of the customer journey.
NPS Sample Questions to Ask in Your Surveys
I have given some NPS survey question examples to help you dig deeper, target specific areas, and even gather context to understand your audience better.
- Getting to the “Why”
This is where you uncover what’s really driving your customers’ scores. Why are they thrilled, or what’s making them hesitate? For example:
- “What’s the main reason behind your score?”
- “What could we have done better?”
- “What are your favorite things about our product or service?”
- Focusing on Specific Areas
Want to understand where things are working or falling short? Ask about particular touchpoints. These targeted questions help you zero in on problem areas and determine what’s clicking and not. For instance:
- “How easy was it to find what you were looking for on our site?”
- “How satisfied were you with our response time?”
- “How well did our product solve your problem?”
- Adding Context (Optional but Useful)
Want to segment responses or understand your audience better? Toss in a few demographic or usage questions, like:
- “What brought you to us in the first place?”
- “What similar products or services are you using?”
How to Choose the Right Channels for Your NPS Survey
Where and how you deliver your NPS survey can make all the difference. The goal is to meet your audience where they’re most likely to respond while keeping things convenient and engaging. Let’s break it down into a few popular options and see how to decide which one works best for you.
1. Email Surveys
This is a classic for a reason. Email surveys let you reach customers directly and give them time to respond at their convenience. Plus, they’re great for follow-ups after purchases or interactions.
When to use: Ideal for post-purchase feedback or checking in with long-term customers.
Pro tip: Keep the email short and to the point, with a clear link to the survey.
2. On-Site Surveys/Nudges™
On-site surveys are unbeatable for real-time feedback while users engage with your website. With Qualaroo’s NPS software, you can deploy subtle yet powerful Nudges™—pop-ups or widgets that gather insights without disrupting the user experience.
When to use: Perfect for understanding user behavior on specific pages, such as checkout or support sections.
Pro tip: Use Qualaroo’s targeting options to tailor questions for different user segments, ensuring you’re collecting meaningful insights.
3. In-App Surveys
In-app NPS surveys are designed for customers engaged with mobile apps or SaaS products. They are less intrusive and feel more integrated with the experience.
When to use: Best for understanding how users feel about specific app features or updates.
Pro tip: Keep the survey short—mobile users don’t want to deal with lengthy forms.
4. SMS Surveys
SMS surveys are quick, to the point, and great for on-the-go customers. They work well for industries like retail or hospitality, where customers interact with your brand offline but still carry their phones.
When to use: Great for post-visit feedback, like after a hotel or restaurant visit.
Pro tip: Use concise language and a direct link to the survey to boost completion rates.
5. Social Media
Sometimes, your customers are more active on social platforms than on email or your website. A quick poll or survey link on social media can effectively engage this crowd.
When to use: Useful for reaching casual visitors or gauging brand sentiment among followers.
Pro tip: Use engaging captions and visuals to encourage participation.
6. Printed Receipts or QR Codes
Adding a QR code to receipts or signage for brick-and-mortar businesses invites feedback from in-store customers.
When to use: Great for collecting feedback from retail, dining, or in-person services.
Pro tip: To encourage responses, offer a small incentive, like a discount or entry into a giveaway.
Getting More Responses: How Qualaroo Makes It Easy
Crafting an excellent NPS survey is one thing; getting people to respond is another. But don’t worry—low response rates don’t have to block your path to valuable insights. With Qualaroo, one of the best NPS software platforms, you get innovative features designed to boost participation and collect the feedback you need.
Here’s how:
Target the Right Audience: No more guessing games. Qualaroo lets you zero in on specific user segments based on behavior, demographics, or other criteria. By targeting the right people, you’re likelier to get responses that matter.
Catch Eyes With Engaging Design: Surveys don’t have to be boring. Qualaroo’s builder helps you create eye-catching, branded surveys that feel part of your website. Add visuals or short videos to make the experience more interactive and keep users interested.
Time It Perfectly: Timing is everything. With Qualaroo, you can trigger surveys at just the right moment—like when a user completes a purchase or after they spend a few minutes on your site. This ensures your survey feels natural and relevant.
Blend Seamlessly with In-Context Surveys: Nobody likes interruptions. Qualaroo’s in-context Nudges™ collect feedback without disrupting the user experience. They’re subtle, easy to interact with and help you gather honest, real-time input.
Make It Personal: Generic surveys are a turn-off. Qualaroo lets you add a personal touch—think respondent names or language preferences—to make surveys feel tailored. This small detail makes a big difference in engagement.
Offer a Little Something Extra: Sometimes a reward goes a long way. With Qualaroo, you can offer incentives like discounts or free trials to motivate users. It’s a simple way to boost response rates and get more people involved.
Follow-up with Reminders: Life gets busy, and surveys can be forgotten. Qualaroo’s reminder feature gently follows up with those who didn’t complete your survey. A quick nudge™ can bring in more responses and better data.
Turn Data into Action: Qualaroo’s analytics dashboard helps you dig into the details once responses are in. Spot trends, track response rates, and segment results to understand exactly what your audience is saying—and what you can improve.
The Right Time to Ask an NPS Question
Timing is everything when it comes to asking NPS questions. If you ask too soon, customers might not have had enough interaction with your business to give meaningful feedback. Wait too long, and you risk losing the immediacy of their experience or missing out on their insights altogether. The key is to balance by choosing moments where their feedback is most relevant and actionable.
For example, post-purchase is an ideal time to ask for feedback because the customer’s experience is fresh. Similarly, you can get a sense of the service’s effectiveness after a support interaction. If you’re rolling out a new product or feature, sending an NPS survey a few weeks later lets you understand if it’s hitting the mark.
For subscription-based services, timing your surveys based on lifecycle stages works wonders. Ask midway through their subscription to identify potential issues or just before renewal to understand what’s keeping them loyal—or what might push them away. You can also trigger surveys after specific user behaviors, like completing a key milestone or exploring a new feature.
The goal is to align your NPS surveys with critical touchpoints in the customer journey. By doing so, you will not only collect relevant feedback but also show your customers that their opinions matter when they matter most.
Turn Questions Into Ultimate Growth
When crafted thoughtfully and timed strategically, NPS questions can reveal your customers’ motivations, frustrations, and expectations. They don’t just measure loyalty; they uncover opportunities for improvement and innovation.
By integrating the right mix of relational and transactional questions, targeting the proper channels, and using tools like Qualaroo to deliver personalized, well-timed surveys, you can turn customer feedback into actionable insights. The result? Stronger relationships, improved experiences, and a loyal base of promoters eager to champion your brand.
So, start asking the right net promoter score questions, and let the answers guide you toward a brighter, more customer-focused future.
What is the key NPS score question?
The key question is: "On a scale of 0 to 10, how likely are you to recommend [your company/product/service] to a friend or colleague?"
What are the follow-up questions for NPS?
Follow-up questions help you understand the "why" behind the score. Examples:
- "What's the main reason for your score?"
- "How could we improve?"
- "How satisfied were you with our support team?"
How many questions are in NPS?
There is no set number, but keep it concise. A typical survey might have:
- The main net promoter score question.
- 1-2 open-ended follow-ups.
- Maybe 1-2 specific or demographic questions.
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