NPS Survey Template: Questions & Examples (2026)
- An NPS survey template is a ready-to-use structure: one 0 to 10 recommend question plus one open follow-up asking why.
- Keep it to two or three questions and change the follow-up by score, ask detractors what to fix, passives what would earn a 9 or 10, promoters what they loved.
- Send transactional NPS right after an event (purchase, delivery, support) and relationship NPS on a schedule to the whole base.
- Response rates vary by send method; in-app and post-interaction prompts usually beat broad email and passive website popups.
- Nexus by Omniconvert connects each NPS response to customer behavior and ranks the next-best action for promoters, passives, and detractors.
An NPS survey template is a ready-to-use structure for a Net Promoter Score survey: one rating question, on a scale of 0 to 10, how likely are you to recommend us, plus a single open follow-up that asks why. It is deliberately short, which is exactly why NPS earns higher response rates than long questionnaires. Across the CROBenchmark dataset of 7,000+ websites in 15+ industries, measured against 248+ audit criteria over 13 years in eCommerce, the pattern is consistent: the shortest, best-timed surveys collect the cleanest, most representative feedback [CROBenchmark Report 2026, Omniconvert].
This page gives you a template you can copy today: the core question, a full question bank with follow-ups by score and context, guidance on when to send, and benchmark response rates by send method. Nexus by Omniconvert is the AI eCommerce growth engine that takes it from there, connecting each response to the customer's behavior and ranking the next-best action for promoters, passives, and detractors, so the score turns into retention instead of sitting in a report.
What an NPS survey template is
The value of a template is repeatability. NPS is only meaningful as a trend, this quarter against last quarter, one segment against another, and that comparison only holds if every customer sees the same question, worded the same way, at a comparable moment. A template locks that consistency in so the number means something.
Net Promoter Score itself sorts respondents into three groups based on the 0 to 10 answer: promoters (9 to 10), passives (7 to 8), and detractors (0 to 6). The score is the percentage of promoters minus the percentage of detractors. If you want the full explanation of the metric and the three groups, see promoters, passives, and detractors. This page focuses on the survey you actually send to produce that score.
The core NPS survey template
Here is the template you can copy and send as is. Replace the bracketed fields with your brand or product name:
| Element | Wording | Type |
|---|---|---|
| Rating question (required) | On a scale of 0 to 10, how likely are you to recommend [brand or product] to a friend or colleague? | 0-10 scale |
| Open follow-up (required) | What is the main reason for your score? | Open text |
| Diagnostic (optional) | Which part of your experience most influenced your score? | Single choice |
| Permission (optional) | May we contact you about your feedback? | Yes / No |
Keep the required two as your default and only add the optional questions when you have a specific reason. Every extra field lowers completion, and NPS works because it is quick. If you need deeper diagnostics, send a separate, longer survey to a subset of respondents rather than weighing down the survey everyone receives.
The NPS question bank
Start with the rating question, adjusted to the context you are measuring:
Rating question variants by context
- Relationship (brand): On a scale of 0 to 10, how likely are you to recommend [brand] to a friend or colleague?
- Product: How likely are you to recommend [product] to someone with a similar need?
- Post-purchase (transactional): Based on your recent purchase, how likely are you to recommend us?
- Post-delivery: Now that your order has arrived, how likely are you to recommend us?
- Post-support: Following your recent support experience, how likely are you to recommend us?
Follow-up questions by score group
This is where a template earns its keep. Change the open question based on where the score lands:
- Detractors (0-6): What went wrong, and what would it take to improve your experience? Or: What is the main reason you would not recommend us?
- Passives (7-8): What would it take to make your experience a 9 or 10? Or: What is the one thing we could do better?
- Promoters (9-10): What did you enjoy most? Or: What is the main reason you would recommend us? These answers double as testimonial and referral fuel.
Optional add-on questions
Use at most one of these, and only when it earns its place:
- Which part of your experience most influenced your score? (single choice: product, price, delivery, support, website)
- How can we improve? (open text)
- May we contact you about your feedback? (yes / no)
- Would you be open to leaving a review? (promoters only, yes / no)
Benchmark response rates by send method
Match the send method to the NPS you are measuring, and expect very different response rates depending on the channel and the moment:
| Send method | When it fires | Typical response rate | Best for |
|---|---|---|---|
| In-app / on-site prompt | During an active session | Higher (10-25%) | Product NPS from engaged users |
| Post-support / post-chat | Right after a support ticket | Higher (15-30%) | Transactional NPS on service |
| Post-purchase email | 1-3 days after delivery | Moderate (5-15%) | Transactional NPS on the buying experience |
| SMS / text | Shortly after an interaction | Moderate (10-25%) | Mobile-first, quick transactional pulse |
| Scheduled email (relationship) | Quarterly or twice a year | Lower (5-15%) | Relationship NPS across the base |
| Website popup / intercept | On-site, targeted trigger | Lower (2-10%) | Passive visitors, lower intent |
The takeaway is not to chase a headline number. A smaller, representative sample is worth more than a large but skewed one, so prioritize a send method and moment that reach a fair cross-section of your customers over one that simply maximizes raw responses.
When to send an NPS survey
There are two NPS programs, and they run on different clocks. Getting the timing right for each is most of what separates a survey that gets answered from one that gets ignored:
-
Trigger transactional NPS off the eventFire the survey one to three days after the purchase, delivery, or support ticket, while the experience is still fresh. Because it is event-triggered, the timing always matches what the customer just went through.
-
Schedule relationship NPS at a steady cadenceSend to the whole base on a regular rhythm, quarterly or twice a year, so you build a clean trend line of overall sentiment rather than a one-off snapshot.
-
Cap how often any one customer is askedSurvey fatigue lowers response rates and skews who answers. Suppress customers who were surveyed recently so relationship and transactional sends do not stack on the same person.
-
Keep the wording and scale identicalNever change the rating question between sends. Consistency is what makes the score comparable over time; the moment you reword it, the trend breaks.
Reading the results and acting on them
A score on its own changes nothing. The point of the follow-up questions is to make every response route to an action. This is the loop that turns NPS from a metric into a growth lever:
| Score group | What the response signals | Next-best action |
|---|---|---|
| Detractor (0-6) | A specific failure or unmet expectation; churn risk | Close the loop fast: acknowledge, fix the issue, and follow up to recover the customer |
| Passive (7-8) | Satisfied but not loyal; easily won by a competitor | Identify the one thing that would earn a 9 or 10 and deliver it before the next purchase |
| Promoter (9-10) | Loyal and willing to advocate | Activate for reviews, referrals, and testimonials while enthusiasm is high |
| Trend over time | Whether experience changes are working | Compare against prior periods and segments to confirm which fixes moved the score |
Prioritize detractor recovery first, because a resolved complaint often creates a more loyal customer than one who never had a problem, and detractor feedback points straight at what to fix. But do not ignore promoters: they are your cheapest growth channel, and the promoter follow-up gives you the exact language to use in customer satisfaction and marketing. For the full playbook on running the surveys themselves, see NPS survey best practices, and to see where NPS fits alongside other loyalty metrics, compare NPS vs CSAT vs CES.
Running NPS at scale with Nexus by Omniconvert
Most NPS programs break at the same point: the survey goes out, the responses come back, and then nothing happens, because connecting each score to the right follow-up, for every customer, is more work than a team can do by hand. That is the gap an intelligence layer fills.
Nexus by Omniconvert is the AI eCommerce growth engine that closes it. It ties each NPS response to the customer's full history, purchases, value, and behavior, so a detractor score is not just a number but a specific at-risk customer with a known order history. It segments promoters, passives, and detractors automatically and ranks the next-best action for each: recover this detractor, ask this promoter for a review, watch this passive before their next purchase. Because it acts on each customer's own behavior, the NPS survey stops being a reporting exercise and becomes a driver of retention and lifetime value.
Frequently Asked Questions
An NPS survey template is a ready-to-use structure for a Net Promoter Score survey. At its core it has one rating question, on a scale of 0 to 10, how likely are you to recommend us, followed by one open-ended follow-up that asks why the customer chose that score. A good template also defines who receives it, when it is sent, and how the follow-up wording changes for promoters, passives, and detractors, so you collect a clean, comparable score and the reasons behind it. The template is what makes NPS repeatable: every customer sees the same question, so the numbers can be trended over time.
The standard NPS question is: On a scale of 0 to 10, how likely are you to recommend [brand or product] to a friend or colleague? Respondents who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors. It is almost always paired with a single open follow-up, such as What is the main reason for your score?, because the number alone tells you where you stand but not why. Keeping the wording identical every time is what lets you compare scores across periods and segments.
The essential follow-up is an open one: What is the main reason for your score? Beyond that, the strongest templates change the follow-up by score. Ask detractors what went wrong and what would fix it, ask passives what would make their experience a 9 or 10, and ask promoters what they valued most, which doubles as testimonial and referral fuel. You can add one optional diagnostic, such as which part of the experience most influenced the score, and a permission-to-contact question. Keep the total to two or three questions so completion stays high.
It depends on which NPS you are measuring. Transactional NPS is sent right after a specific event, a purchase, a delivery, or a support interaction, usually within one to three days while the experience is fresh. Relationship NPS is sent on a schedule, often quarterly or twice a year, to the whole customer base to track overall sentiment. Avoid surveying the same customer too often, space relationship surveys out, and trigger transactional ones off the event rather than a fixed calendar date so the timing always matches the customer's experience.
There is no single benchmark, because response rates vary widely by channel and timing. In-app and post-support surveys, sent while the customer is engaged, tend to perform best, while broad email blasts and passive website popups usually see the lowest response. As a rough orientation, in-product and post-interaction prompts commonly outperform scheduled email by a wide margin. The rate that matters is your own trend and whether the responses are representative of your customer base, not a headline number. A smaller, representative sample beats a large but skewed one.
Keep it to two or three. The rating question is required, the open follow-up is what makes the score actionable, and at most one more optional question, a quick diagnostic or a permission-to-contact. NPS earns its high response rates precisely because it is short, so every extra question you add lowers completion. If you need deeper diagnostics, send a separate, longer survey to a subset of respondents rather than bloating the NPS survey everyone receives.
Relationship NPS measures how customers feel about your brand overall and is sent on a regular schedule to the whole base, giving you a trend line of general sentiment. Transactional NPS measures a specific interaction, such as a purchase, delivery, or support ticket, and is triggered right after that event. Relationship NPS answers how loyal are our customers; transactional NPS answers how did that experience go. Most mature programs run both: relationship surveys for the big picture and transactional surveys to find the exact touchpoints that need fixing.
Nexus by Omniconvert is the AI eCommerce growth engine that connects NPS responses to the rest of your customer data and turns them into action. Instead of leaving a score sitting in a spreadsheet, it ties each response to that customer's behavior and value, segments promoters, passives, and detractors, and ranks the next-best action for each group, following up with detractors, activating promoters for referrals, and flagging at-risk customers before they churn. That closes the loop between collecting a score and doing something about it, which is where most NPS programs fall down.
You do not need to design a survey from scratch. Copy the core template: the 0 to 10 recommend question plus one open follow-up, and send it. Pick one moment to start, either a post-purchase trigger for transactional NPS or a quarterly send for relationship NPS, and keep the wording identical so you can trend the score. Once responses come in, split them into promoters, passives, and detractors and act on each group differently. Then improve one variable at a time: the send method, the timing, or the follow-up wording. The template gets you a clean, comparable score fast; what you do with the detractor and promoter feedback is what actually moves the number.
Turn NPS scores into action with Nexus by Omniconvert
A score in a spreadsheet does not retain anyone. Nexus by Omniconvert ties every NPS response to that customer's behavior and value, segments promoters, passives, and detractors, and ranks the next-best action for each, so you follow up with detractors, activate promoters, and flag churn risk before it happens.