The Net Promoter Score survey is the gold standard for measuring customer loyalty. This template captures the essential NPS question — the 0–10 likelihood-to-recommend rating — alongside follow-up questions that reveal the 'why' behind each score. Use it to track loyalty over time, identify detractors before they churn, and turn promoters into advocates.
Free for non-commercial projects, with unlimited forms and responses.
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A Net Promoter Score survey distills customer loyalty into a single, powerful metric. Developed by Bain & Company, NPS asks one core question — 'How likely are you to recommend us to a friend or colleague?' — on a 0–10 scale. Respondents who answer 9 or 10 are Promoters; those who answer 7 or 8 are Passives; scores of 0–6 are Detractors. Subtracting the percentage of Detractors from the percentage of Promoters gives your NPS, a number that ranges from -100 to +100.
The score itself is only half the story. The follow-up open-ended questions — 'What's the main reason for your score?' and 'What could we improve?' — are where you find the insight. Detractor feedback reveals broken processes and unmet expectations; Promoter feedback tells you what to double down on. A good NPS survey collects both the number and the narrative.
formformform makes it easy to deploy an NPS survey at any scale. Send it as a link after purchase, embed it in a post-support email, or share it on social media to gather a broad sample. All responses land in your dashboard instantly, with email notifications so your team can reach out to detractors before they leave.
Use your own copy to change labels, remove questions and add the details you need. Try the preview alongside this guide to see what respondents will be asked.
Review the starting questions and choices. You can change them in your own copy.
Jane Smith
jane@example.com
Tell us what influenced your rating most...
Any specific changes or additions that would make a difference...
e.g. Starter Plan, Widget Pro, Onboarding Package
Suggested uses, and why this starting point can help. Adapt the questions to your own process.
Turn initial interest into information you can review. Use the answers to prepare a relevant follow-up and decide whether the opportunity fits your work. Review “On a scale of 0–10, how likely are you to recommend us to a friend or colleague?” in particular and adapt it to the detail you need.
Turn initial interest into information you can review. Use the answers to prepare a relevant follow-up and decide whether the opportunity fits your work. Review “What's the main reason for your score?” in particular and adapt it to the detail you need.
Ask for the context needed to understand the request before replying. This reduces the back-and-forth needed to establish the basic facts. Review “What could we do to improve your experience?” in particular and adapt it to the detail you need.
Dispatched after a support ticket is resolved to gauge how well the customer success team handled the issue.
Collect answers in a consistent structure, so you can compare responses while keeping each person’s explanation in context. Review “On a scale of 0–10, how likely are you to recommend us to a friend or colleague?” in particular and adapt it to the detail you need.
Turn initial interest into information you can review. Use the answers to prepare a relevant follow-up and decide whether the opportunity fits your work. Review “What's the main reason for your score?” in particular and adapt it to the detail you need.
Used by marketing or design agencies to measure client satisfaction at project milestones and after campaign delivery.
Click 'Use this template' to open the NPS survey in your formformform account — the 0–10 scale and follow-up questions are already configured.
Customize the product/service dropdown options to match your actual offerings.
Adjust whether name and email fields are required based on whether you want anonymous data or the ability to follow up personally.
Set your notification email so your customer success team is alerted the moment a Detractor submits a low score.
Add your branding — logo, colors, and a custom thank-you message to close the loop with respondents.
Publish the survey link and distribute via email, in-app prompt, SMS, or receipt page.
send the NPS survey shortly after a key experience (purchase completion, support resolution, onboarding) rather than on a fixed calendar schedule. Timing to the interaction yields more accurate recall.
resist adding more than two follow-up questions. The strength of NPS is its brevity; a long survey after the rating question undermines the format.
when a 0–6 score comes in, reach out within 24 hours. A personal response can recover the relationship and prevents churn.
use the product/service field to break scores out by product line or customer tier. Blended NPS hides problem areas.
quarterly or after every transaction. Consistency is what makes NPS a trend metric rather than a snapshot.
ask your high scorers for a testimonial or referral. They're already warm.
'0 – Not at all likely' and '10 – Extremely likely' reduce ambiguity and improve data quality.
Triggered automatically after an e-commerce order is delivered to measure satisfaction at the moment of product experience.
Sent to new users at the end of their first 30-day onboarding period to identify activation friction before churn occurs.
Dispatched after a support ticket is resolved to gauge how well the customer success team handled the issue.
Sent to the full customer base every quarter to track brand loyalty trends over time across all product lines.
Used by marketing or design agencies to measure client satisfaction at project milestones and after campaign delivery.
Placed on table cards or receipts as a QR code to capture diner loyalty scores and improvement ideas.
Sent to patients following appointments to measure the likelihood they'd recommend the practice to family or friends.
Emailed to guests the day after checkout to capture loyalty sentiment before online reviews are written.
Distributed to conference or workshop attendees after the event to assess whether they'd recommend it to a colleague.
Displayed in-app to users after a major feature release to measure whether the update improved their loyalty score.
Sent 60 days before contract renewal to identify at-risk accounts and give the sales team time to intervene.
Collected via tablet kiosk at checkout to measure shopper satisfaction and likelihood to return.
Included in the monthly package or emailed after delivery to track how curation quality affects member loyalty.
Sent to members after their first month to identify who loves the experience and who might cancel.
Administered to banking or insurance clients annually to benchmark satisfaction against industry NPS standards.
NPS ranges from -100 to +100. Any positive score means you have more Promoters than Detractors. A score above 50 is generally considered excellent, and above 70 is world-class. Average scores vary significantly by industry — software companies typically average around 30, while consumer brands often score higher.
It depends on your business model. Transactional NPS is triggered after each key interaction (purchase, support ticket, etc.). Relationship NPS is sent on a fixed schedule — quarterly or annually — to a sample of your customer base. Avoid surveying the same person more often than once per quarter.
It depends on your goal. Anonymous surveys yield more honest responses, especially from Detractors. Named surveys allow you to follow up directly. This template makes name and email optional, which is a good middle ground — some respondents will identify themselves; others won't.
You can embed a link to the survey in any email. Share the form URL in your email body, triggered by your CRM or email platform. The respondent clicks the link and fills out the form in their browser.
NPS = (% Promoters) - (% Detractors). Promoters are scores of 9 or 10; Detractors are scores of 0–6; Passives (7–8) are excluded from the calculation. For example, if 60% are Promoters and 15% are Detractors, your NPS is 45.
Yes, completely free. Create a formformform account, customize the template, and collect unlimited NPS responses at no cost.
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Opens with product context and a link to this page.
Free for non-commercial projects, with unlimited forms and responses.
Use this template