Measure Customer Loyalty with Net Promoter Score Surveys

What You Get

This NPS survey template measures customer loyalty with the industry-standard Net Promoter Score methodology. Three simple fields: 0-10 recommendation likelihood rating, optional reason for score, and optional email for follow-up. Minimal friction maximizes response rate.

Template Structure

How Likely Are You to Recommend Us? (Required)

Rating field with 0-10 scale. 0 = Not at all likely, 10 = Extremely likely. Required field is the core NPS question. Help text clarifies scale endpoints.

NPS categorization:

• Promoters (9-10): Loyal customers likely to refer others
• Passives (7-8): Satisfied but unenthusiastic, vulnerable to competitors
• Detractors (0-6): Unhappy customers, churn risks, negative word-of-mouth

What's the Main Reason for Your Score? (Optional)

Text area for qualitative feedback. Character limit maximum 500. Optional to reduce friction. Promoters explain why they love you (testimonial source). Detractors explain what's broken (improvement roadmap). Passives reveal what would make them promoters.

Email (Optional)

Email field for follow-up contact. Optional to allow anonymous responses (higher participation). Help text: "We may follow up to learn more." Use conditional logic to encourage email from detractors for service recovery.

How to Use This Template

1. Load Template

Click "Use This Template" and sign up for FormFlux (free, no credit card). NPS survey loads in the builder with 3 fields pre-configured.

2. Customize Survey Context

Edit intro message to match when survey is sent:

Post-Purchase NPS

• Title: "Quick Question About Your Recent Purchase"
• Description: "How was your experience? Your feedback takes 30 seconds and helps us improve."

Quarterly Relationship NPS

• Title: "How Are We Doing?"
• Description: "We value your opinion. One quick question to help us serve you better."

Post-Support NPS

• Title: "How Did We Do?"
• Description: "Thanks for contacting support. Rate your experience below."

Product NPS

• Title: "Tell Us What You Think"
• Description: "Help us make [Product Name] better with one simple question."

3. Add Conditional Email Request for Detractors

Encourage detractors to share contact info:

1. Use conditional logic (Pro feature)

2. Rule: If rating ≤ 6, show additional message

3. Message: "We're sorry to hear that. Please share your email so we can make this right."

4. Makes email field conditionally required for low scores

Alternative without conditional logic: Update email help text to "Required for scores 0-6 so we can follow up."

4. Set Up Response Tracking

Analyze NPS data over time:

Google Sheets NPS Tracker

1. Connect Google Sheets integration

2. Columns: Timestamp, Rating, Reason, Email, Category (Promoter/Passive/Detractor), Status (New/Contacted/Resolved)

3. Use formula to categorize: `=IF(B2>=9,"Promoter",IF(B2>=7,"Passive","Detractor"))`

4. Calculate NPS monthly: `=(COUNTIF(C:C,"Promoter")/COUNT(C:C))-(COUNTIF(C:C,"Detractor")/COUNT(C:C))*100`

Email Alerts for Detractors

1. Enable email integration with Zapier filtering

2. Filter: Only send email if Rating ≤ 6

3. Recipient: support@company.com or customer-success@company.com

4. Subject: "NPS Detractor Alert - Immediate Follow-Up Needed"

5. Include rating, reason, email for quick response

Slack Notifications

1. Connect Slack integration

2. Filter: Rating 0-6 (detractors only)

3. Channel: #customer-success

4. Message: "⚠️ Detractor Alert: [Name] rated us {{rating}}/10. Reason: {{reason}}"

5. Create Follow-Up Workflows

For Promoters (9-10)

• Thank them via email
• Ask for review on G2, Capterra, or Google
• Request referrals or case study participation
• Nurture for upsell opportunities

For Passives (7-8)

• Thank them for feedback
• Share new features or improvements
• Ask: "What would make us a 10?"
• Check in quarterly

For Detractors (0-6)

• Immediate outreach (within 24 hours)
• Apologize and investigate issue
• Resolve problem if possible
• Follow up to confirm resolution
• Send second NPS survey after resolution

6. Schedule Regular NPS Campaigns

Set consistent cadence:

Transactional NPS (After specific events)

• 30 days post-purchase
• After support ticket resolution
• After onboarding completion
• After contract renewal

Relationship NPS (Periodic check-ins)

• Quarterly for all active customers
• Avoid survey fatigue (max 4 times/year)
• Randomize send dates to spread responses

7. Share NPS Survey Link

Distribute via multiple channels:

• Email campaigns: Send to customer list quarterly
• In-app survey: Prompt logged-in users
• Post-purchase email: Include in order confirmation sequence
• Customer portal: Link in account dashboard
• Support closure: Send after ticket resolved

Customization Examples

Add Customer Segment Field

Track NPS by customer type:

• Type: Dropdown
• Label: "Which best describes you?"
• Options: Free user, Paid subscriber, Enterprise customer, Trial user
• Required: Optional
• Use case: Calculate NPS separately for free vs paid users

Add Product/Service Selector

For multi-product companies:

• Type: Dropdown
• Label: "Which product are you rating?"
• Options: Product A, Product B, Service X, Service Y
• Required: Yes (if surveying mixed customer base)
• Use case: Track NPS per product line

Add Relationship Length

Correlate loyalty with tenure:

• Type: Dropdown
• Label: "How long have you been a customer?"
• Options: Less than 3 months, 3-6 months, 6-12 months, 1-2 years, 2+ years
• Required: Optional
• Use case: Check if NPS improves with customer tenure

Make It Even Simpler (1 Question Only)

Maximum response rate version:

• Remove email field entirely
• Remove reason field
• Just the rating question
• Use case: In-app micro-surveys, highest response rate (10-15% vs 5-8% with reason field)

Understanding Your NPS Results

Score Interpretation

• Above 70: World-class (Apple, Netflix, Tesla)
• 50-70: Excellent
• 30-50: Good
• 10-30: Needs improvement
• Below 10: Crisis - immediate action needed

Industry Benchmarks

• SaaS: 30-40 average
• E-commerce: 45-50 average
• Financial services: 35-40 average
• B2B services: 25-35 average

Compare to your industry, not absolute scale.

Response Rate Expectations

• Email NPS survey: 5-15% response rate
• In-app NPS prompt: 10-20% response rate
• Post-purchase NPS: 15-25% response rate
• Post-support NPS: 20-30% response rate

Lower response rates may indicate survey fatigue or poor timing.

Qualitative Analysis

Don't just track the number. Read the reasons:

• Promoter reasons: What to double down on (features, service quality, pricing)
• Detractor reasons: What to fix urgently (bugs, poor support, missing features)
• Passive reasons: What would convert them to promoters

Group feedback into themes (product quality, customer service, pricing, ease of use) and prioritize improvements based on frequency.

NPS Action Plan

Monthly Review

1. Calculate NPS for the month

2. Identify trend (improving, declining, stable)

3. Read all detractor responses

4. Follow up with any unresolved detractors

5. Collect promoter testimonials for marketing

Quarterly Deep Dive

1. Compare NPS to previous quarter

2. Segment by customer type, product, acquisition channel

3. Identify patterns (are new customers less satisfied than long-term?)

4. Share results with entire team

5. Set improvement goals for next quarter

Action Items from NPS

• If NPS declining: Investigate recent changes (new pricing, feature removal, support quality drop)
• If NPS low but stable: Fundamental product/service issue needing major improvement
• If NPS high and stable: Focus on growth, use promoters for referrals and reviews

Integration Setup Examples

Slack Detractor Alerts

1. Connect Slack integration

2. Add Zapier filter: Rating ≤ 6

3. Post to #customer-success channel:

```

⚠️ NPS Detractor: {{rating}}/10

Reason: {{reason}}

Email: {{email}}

Follow up immediately!

```

Google Sheets NPS Dashboard

1. Connect Google Sheets integration

2. Columns: Date, Rating, Reason, Email, Category

3. Add category formula: `=IF(B2>=9,"Promoter",IF(B2>=7,"Passive","Detractor"))`

4. Create summary row: Count promoters, passives, detractors

5. Calculate NPS: `=(Promoter Count / Total) - (Detractor Count / Total)) * 100`

6. Chart NPS trend over time

CRM Tagging via Zapier

1. Connect Zapier to FormFlux

2. Trigger: New NPS response

3. Action: Update contact in CRM

4. Add tag based on score:

- 9-10: "NPS Promoter"

- 7-8: "NPS Passive"

- 0-6: "NPS Detractor"

5. Use tags for targeted campaigns (ask promoters for reviews, offer detractors support)

Related Templates

Customer Feedback Survey Template

Detailed satisfaction survey with multiple dimensions.

• Use when: Need deeper feedback beyond single loyalty metric
• Fields: Multiple rating scales, open-ended questions

Product Feedback Template

Specific product feature feedback.

• Use when: Measuring satisfaction with specific product, not overall relationship
• Fields: Feature ratings, improvement suggestions

Ready to Use This Template?

Click "Use This Template" to load the NPS survey in your FormFlux account. Free signup, no credit card required. Customize intro message, set up detractor alerts, and start measuring customer loyalty.

What's included:

• 3 pre-configured fields (rating, reason, email)
• Standard 0-10 NPS scale
• Optional email for follow-up
• Conversational mode
• Mobile-responsive design
• Anonymous response option
• All integrations available
• Export to CSV/JSON for analysis

Setup time: 1-2 minutes Cost: Free (Pro features optional) No credit card required