Form questions

NPS survey questions

Ask two questions, three at most: the score itself on the eleven point scale, one open follow up, and permission to reply. A classic form cannot branch, so there use one neutral follow up; in a conversational form a Logic tab rule can send each score band to its own follow up. Everything else here is optional, and more than five questions loses the response rate that makes the score trendable.

An NPS survey is one question plus whatever you ask next, and the second part is where nearly all the value sits. These questions give you three different follow ups so a promoter, a passive and a detractor are each asked something they can actually answer.

The questions

The score

  1. How likely are you to recommend us to a friend or colleague?Single choiceRequired

    Eleven options, 0 to 10, laid out as single choice. There is no slider or opinion scale component, so the scale is written out as options.

  2. How likely are you to recommend us to someone in your own industry?Single choice

    A narrower version for business customers, where a general recommendation question is answered about the wrong audience.

  3. How likely are you to buy from us again?Single choice

    0 to 10. Repurchase intent moves separately from recommendation and is worth tracking beside it.

  4. Which product or plan are you answering about?Dropdown

    Without this, one score covers three products and nobody can act on it.

The follow up

  1. What is the main reason for your score?Long text

    The general form, and the one to use on a classic form, which cannot branch. On a conversational form, a Logic tab rule on the score can route each band to its own follow up instead.

  2. What would it take to move your score up by two points?Long text

    The follow up for passives, who have nothing wrong to report and so answer a reason question with a shrug.

  3. What went wrong for you?Long text

    For low scores. Asking a detractor for the reason for their score invites a summary; asking what went wrong invites the incident.

  4. What do you tell people about us when it comes up?Long text

    For high scores. Far more useful than asking a promoter why they scored nine, which produces the word good.

  5. Who else at your company would answer this differently?Short text

  6. What nearly stopped you choosing us?Long text

Reason codes

  1. Which of these best describes why?Single choice

    Price, product quality, ease of use, support, reliability, something else. Coded reasons make the score reportable without anybody reading every comment.

  2. Which parts have worked well for you?Multiple choice

  3. Which parts have let you down?Multiple choice

  4. Was there one event that shaped your answer?Single choice

  5. When did that happen?Date

  6. Did you contact support about it?Single choice

Permission and context

  1. May a person from the team reply to you about this?Single choiceRequired

    Ask before collecting an address rather than after, so a no means the address is never taken.

  2. Your email, if you said yesEmail

    The email component works on a conversational form; on a classic form it renders nothing, so a classic version uses short text.

  3. How long have you been a customer?Dropdown

  4. How often do you use it?Dropdown

  5. What is your role?Short text

  6. Would you be willing to talk to us for fifteen minutes?Single choice

    Worth putting last. A yes here is the most valuable answer in the whole survey and the least likely to survive being asked first.

Which questions to make required

Two questions are required: the score, because a response without it is not an NPS response at all, and the permission question, because the answer decides whether an email address is collected. The open follow up stays optional on purpose. Requiring it costs you the scores of people who have nothing to add, and those scores count exactly as much as the ones with a paragraph attached.

The form built from these questions

A static copy of the finished form, from its own example page.

14

How likely are you to recommend Ledgerly to a colleague? *

0 means not at all likely, 10 means extremely likely.

↵Enter

Three ways to change this bank

For a business to business account, add the role question and the one about who else would answer differently, then send to three people per account rather than one. A single champion answering for a company is the most common way a business score ends up wrong. For a shorter version, run two questions: the score and one open follow up, the version most software sends in app, finished in under twenty seconds. On a classic form, which cannot branch, make that follow up neutral; on a conversational form, add Logic tab rules on the score so each band jumps to its own follow up. Because the score is a single choice, a band rule lists its options, for example score is 0 through score is 6 joined with Any condition can match. For a follow up wave, write only to detractors, four to six weeks after the original send, and ask whether the thing they named has changed. Do not ask for the score again in that wave. A second score from a self selected group of unhappy customers looks like a movement in the metric and is not one.

Questions people ask

How many questions can an NPS survey carry?

Two or three. The score is the whole instrument, and everything else is a rider. Once a survey reaches five or six questions it stops being an NPS send and starts being a relationship survey, which needs a different cadence and a different sample. Keep the extras for a once a year study.

Should the follow up change with the score?

Ideally. A detractor asked what went wrong writes an incident, and a promoter asked what they tell people gives you sales copy. In a conversational form, a Logic tab rule can send each score band to its own follow up question. A classic form cannot branch, so there either ask a neutral reason question or send each band its own short form.

Is the survey anonymous?

Usually not, because most NPS sends go to a known customer and the score is attached to their account. Say so on the first screen. If you want anonymity, drop the permission and email questions, publish it as a public link with no login, and accept that you can no longer segment the result by plan or tenure.

How often should NPS go out?

Quarterly for a relationship survey, or continuously with each customer sampled no more than twice a year. Sending after every interaction turns it into a transactional survey measuring the last agent rather than the relationship. Whichever you pick, never change the wording of the score question between waves.

Should an NPS survey ask which product the score is about?

Yes, whenever a customer uses more than one product or plan. A single score covering three products tells nobody what to fix, and the team that owns the best product gets blamed for the worst. Add one optional dropdown before the follow up, keep the list to what the customer actually has, and report each product's score separately.

Can I see who gave a low score?

Only if you collected something identifying. On a signed link the response carries whatever contact field you asked for, and the export puts one column per field with the submission time first. If you plan to close the loop with detractors, ask permission before the email field so the follow up is something they agreed to.

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Other question banks

In store survey questions

A store survey is answered standing up, on a phone, by somebody who is already on their way out. It has to be short, and it has to record which store and which day, because a chain average describes no branch that anybody manages.

Website feedback questions

A feedback popup gets one screen and about ninety seconds, so the first two questions have to carry the whole survey. Ask the task and whether it was completed, and everything after that is optional detail you can afford to lose.

Loyalty program survey questions

A rewards program is usually reported on sign ups, which is the number that never falls. These questions measure redemption and friction instead, and they make members pick three rewards rather than approve all of them.

On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a conversational form with AI, then View, export and manage your responses.

Sources

Written and checked by the OneCraft team. Last checked .