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NPS question examples: Get better product insights (2024)

Discover the best NPS questions to ask customers in order to get better product insights with this collection of NPS question examples.

December 20, 2023
Team Blitzllama

Are you struggling to extract meaningful insights about your product's performance? As a product owner or manager, deciphering customer satisfaction can be a daunting task. 

Understanding the right questions to ask is crucial. Empathizing with the challenge you face, this article unveils actionable Net Promoter Score (NPS) question examples tailored for product assessment. 

Dive into a comprehensive guide that not only identifies the problem but also extends a solution. Elevate your product insights with carefully crafted NPS questions, empowering you to make informed decisions and drive positive customer experiences.

What is an NPS question?

An NPS question, or Net Promoter Score question, gauges customer satisfaction and loyalty. It asks, "On a scale of 0 to 10, how likely are you to recommend our product or service to others?" 

This simple query helps product owners and managers assess customer advocacy. Respondents are categorized as promoters (9-10), passives (7-8), or detractors (0-6). The NPS is then calculated by subtracting the percentage of detractors from promoters. 

A positive score indicates satisfied customers, while negative scores signal areas for improvement. Regularly incorporating NPS questions in surveys provides actionable insights for enhancing products and fostering customer loyalty.

Understanding the essence of an NPS question is pivotal. Now, let's delve into the strategic aspects of where and when you should pose these crucial survey queries.

Where and when should you ask your NPS survey questions?

Selecting the right time and place to ask NPS survey questions is crucial for obtaining accurate and meaningful feedback. 

Whether it's post-purchase, after a customer service interaction, or at specific touchpoints in the customer journey, strategic placement enhances the relevance of responses. 

This section will guide product owners and managers on optimal situations to deploy NPS surveys for actionable insights:

When to ask NPS survey questions:

1) Post-purchase or experience:

Product owners and managers often find success in capturing immediate impressions by deploying NPS survey questions post-purchase or experience. 

This approach ensures that feedback is gathered while the user's interaction is still fresh in their mind. 

For instance, inquire about satisfaction after a service has been completed, a product has been used, or an event has been attended. 

This immediacy often results in more accurate and genuine responses, providing valuable insights into the user's real-time experience.

Post purchase or NPS question example 1

Post purchase or NPS question example 2

2) Regular intervals:

To maintain a continuous pulse on customer sentiment, consider scheduling NPS surveys at regular intervals throughout the year. 

This systematic approach helps in tracking trends over time and pinpointing potential issues before they escalate. 

Whether conducted quarterly, biannually, or annually, these surveys become an integral part of proactive customer management strategies. 

By adopting this periodic cadence, product owners and managers can identify evolving patterns and make informed decisions to enhance overall customer satisfaction.

Regular intervals NPS question example 1

Regular intervals NPS question example 2

3) Trigger events:

Strategic moments, known as trigger events, offer opportune times to solicit NPS feedback. These events could include product upgrades, account renewals, or support interactions. 

By tailoring surveys around specific actions or milestones, product owners and managers can obtain targeted insights into critical touchpoints. 

This enables them to address issues promptly and recognize areas of excellence, contributing to a more nuanced understanding of customer sentiments during pivotal stages of their journey.

Tigger events NPS question example 1

Tigger event NPS question example 2

When to ask NPS survey questions:

1) Embedded in the experience:

For seamless and immediate feedback, consider integrating NPS questions directly into the user's ongoing experience. 

Whether within your website, app, or email flow, placing the survey after the completion of a relevant action ensures convenience and typically results in higher response rates. 

This approach capitalizes on the user's engagement at that very moment, making it more likely for them to share their thoughts without additional effort.

Embedded NPS question example

2) Separate email or survey:

When aiming for more in-depth insights and avoiding disruptions to the user's flow, sending a dedicated email or survey link provides a focused platform for feedback. 

This method allows for detailed follow-up questions and encourages users to reflect on their experiences at their own pace. 

By maintaining a separate space for NPS surveys, product owners and managers can extract richer qualitative data that goes beyond the immediate post-experience sentiments.

Email NPS question example

Source: Refiner

3) Pop-up or banner:

To strike a balance between convenience and user experience, employ non-intrusive pop-ups or banners on your website or app. 

These unobtrusive prompts provide a quick and easy channel for users to share their feedback. However, it is crucial to be mindful of the timing and frequency of these pop-ups to prevent them from becoming a source of irritation. 

When executed thoughtfully, pop-ups and banners can serve as effective tools for gathering swift feedback while users are actively engaged with your platform.

Pop up NPS question example

Now that we've established the importance of timing and placement, let's explore the structure of an effective NPS survey.

NPS survey structure

Crafting a well-structured NPS survey is imperative for extracting valuable and actionable data. 

This section will provide insights into the elements that constitute an effective NPS survey, including the arrangement of questions and the utilization of tables to streamline data analysis:

NPS structure

Promoters (9-10): Loyal customers who are highly likely to recommend you.

The foundation of the Net Promoter Score (NPS) survey lies in identifying and categorizing customers based on their likelihood to recommend a product or service. 

Promoters, scoring between 9 and 10, represent the cream of the customer satisfaction crop. These are your most loyal advocates who have had an exceptional experience with your product. 

Their unwavering loyalty translates to a high likelihood of recommending your offering to friends, family, and colleagues. The NPS structure prioritizes these promoters as they contribute significantly to positive word-of-mouth marketing, fostering brand growth and customer acquisition.

Passives (7-8): Neutral customers who might be swayed by competition.

The next segment in the NPS survey structure comprises Passives, assigned scores between 7 and 8. These customers exhibit a neutral stance, satisfied but not overly enthusiastic. 

While they may not actively promote your product, they haven't voiced major dissatisfaction either. This group is crucial as they represent a potential market for growth. 

Careful attention to their feedback is necessary as it can provide insights into areas that, if improved, could convert these Passives into Promoters. 

Competitors can easily sway this segment, making it essential for product owners to address their concerns promptly and strategically.

Detractors (0-6): Unhappy customers who can damage your reputation.

The final category encompasses Detractors, scoring between 0 and 6. These customers have encountered issues or dissatisfaction, posing a risk to your brand reputation. 

Their negative experiences can spread like wildfire, impacting potential customers and hindering growth. The NPS survey structure emphasizes the urgency of addressing Detractors' concerns to mitigate damage. 

Proactive measures to resolve issues and convert Detractors into satisfied customers are imperative for maintaining a positive brand image. Regularly monitoring and acting upon Detractor feedback is a pivotal aspect of the NPS methodology to safeguard the overall health of your product or service.

Having a structured NPS survey in place is essential. Now, let's discuss practical ways to boost the response rate for your NPS surveys.

How to improve the NPS response rate

Increasing the NPS response rate is essential for obtaining a representative sample of customer sentiment. This section will outline practical tips for product owners and managers to enhance survey participation:

Improve NPS score

1) Embed surveys into the product

Embedding surveys directly into your product can significantly boost the NPS response rate. Blitzllama's in-app surveys, for instance, achieve a remarkable 35% response rate, which is 10 times higher than traditional email surveys. Users are more likely to provide feedback when the survey is seamlessly integrated into their product experience.

  • Make it seamless: Ensure that the survey is a natural part of the user journey, minimizing disruption.
  • Instant feedback: In-app surveys capture real-time user sentiments, providing more accurate insights.

"Shortly after deploying Blitzllama, we witnessed a remarkable surge in the number of responses we received, surpassing all our previous records. For NPS surveys, the daily increase reached a remarkable 800%, and for persona surveys, the growth was even more impressive."

Akincan Akulker, Head of Product, Cenoa (on moving from email surveys to Blitzllama's in-app surveys)

2) Segment your email lists and personalize

Segmenting your email lists and personalizing survey invitations can enhance engagement. Tailor your approach based on user behavior, demographics, or product usage patterns. This targeted strategy increases the chances of recipients responding positively.

  • Customized invitations: Craft personalized email invitations based on user segments for a more individualized appeal.
  • Relevant timing: Send surveys at times when users are most likely to be engaged with their emails.

3) Ask targeted and personalized questions

The questions you pose in your NPS survey can significantly impact response rates. Craft questions that are specific to each user's experience with your product. This not only encourages participation but also yields more meaningful feedback.

  • Tailor questions: Customize questions based on the user's history, recent interactions, or specific features they've utilized.
  • Avoid generic queries: Personalized questions demonstrate that you value the user's unique experience and opinions.

4) Get the timing right

Timing is crucial when seeking feedback. Choose the moments when users are most likely to be engaged and willing to share their thoughts. This ensures that the survey doesn't feel intrusive and aligns with positive experiences.

  • Post-interaction: Send surveys immediately after users complete a significant action or accomplish a task.
  • Avoid peak activity times: Steer clear of sending surveys during peak usage hours to prevent irritation.

5) Make NPS surveys look neat

The visual appeal of your NPS survey matters. A well-designed and aesthetically pleasing survey is more likely to capture attention and encourage participation. Make sure your survey is easy to read, navigate, and complements your product's overall design.

  • Clear and concise: Keep questions simple and to the point, avoiding unnecessary complexity.
  • Brand consistency: Ensure that the survey aligns with your product's visual identity for a seamless user experience.

6) Follow up

Following up after the initial survey can yield valuable insights and further engage users. Acknowledge their feedback, show appreciation, and inform them of any changes or improvements made based on their input.

  • Express gratitude: Thank users for their time and input, emphasizing the importance of their feedback.
  • Provide updates: Keep users informed about any actions taken based on their feedback, demonstrating your commitment to continuous improvement.

Now that we've covered strategies for improving the response rate, let's explore some examples of effective NPS questions in action.

NPS question examples

Concrete examples can illuminate the application of NPS questions in different scenarios. This section will present diverse NPS question examples, demonstrating their adaptability to specific industries and objectives:

Overall product satisfaction:

Classic NPS Question: "On a scale of 0-10, how likely are you to recommend [product] to a friend or colleague?" This classic NPS question gauges the overall satisfaction and likelihood of recommendation. 

Overall product satisfaction NPS question example

Alternatively, consider asking, "How satisfied are you with the overall value you get from [product]?" 

Overall product satisfaction NPS question example

This alternative phrasing provides a nuanced perspective on satisfaction beyond just the likelihood of recommendation.

Specific features and functionalities:

"What is your level of satisfaction with [specific feature]?" Probe deeper into user satisfaction by focusing on specific features. 

Specific feature NPS question example

For instance, inquire about satisfaction levels with particular functionalities like, "How easy is it to [perform specific action] using [product]?" 

Specific feature NPS question example 2

This helps product owners pinpoint areas for improvement or highlight successful features.

Customer journey touchpoints:

"How smooth was your experience with [support channel]?" Evaluate customer interactions throughout their journey. 

Customer journey NPS question example 1

Inquire about the smoothness of experiences with support channels: "Did you find the onboarding process for [product] to be clear and helpful?" 

Customer journey NPS question example 2

Gathering feedback on touchpoints aids in enhancing customer satisfaction and refining support processes.

Emotional connection:

"Would you describe your experience with [product] as delightful or frustrating?" Explore the emotional aspects of the user experience. 

Emotional connection NPS question example 1

Instead of focusing solely on functionality, ask, "Does [product] make you feel more productive/confident/organized?

Emotional connection NPS question example 2

This approach delves into the emotional connection users have with the product, providing valuable insights into its impact on their daily lives.


NPS proves valuable, yet it should not stand alone in gauging customer satisfaction and loyalty. Teams must augment NPS with additional metrics such as CSAT or CES for a comprehensive perspective. Regularly tracking and analyzing these metrics, alongside user behavior and product usage data, is essential. This approach aids in a more profound comprehension of the factors influencing the scores of Promoters or Detractors. Product owners and managers benefit significantly from this strategy, ensuring a well-rounded evaluation of customer sentiments and experiences.


In conclusion, leveraging NPS question examples empowers product owners and managers to glean invaluable insights directly from their user base. Crafting clear and concise questions enhances survey response rates, ensuring a more accurate reflection of customer sentiments. 

By actively engaging customers with NPS queries, teams can identify areas for improvement and capitalize on strengths. This proactive approach facilitates a continuous feedback loop, fostering product enhancements aligned with user expectations. 

Ultimately, integrating NPS question examples not only sharpens decision-making but also strengthens customer relationships, positioning product owners and managers at the forefront of creating products that resonate and excel in the ever-evolving market landscape.

FAQs related to NPS question

1) What is the typical NPS question?

The typical Net Promoter Score (NPS) question is straightforward and aims to gauge customer satisfaction and loyalty. It asks, "On a scale of 0 to 10, how likely is it that you would recommend our product/service to a friend or colleague?" This single-question format allows for a quick response and provides a numeric value that represents the customer's sentiment.

2) What is the basic question of NPS?

The basic question of NPS centers on the likelihood of recommendation, emphasizing simplicity and clarity. It is intentionally concise to capture immediate customer impressions. This foundational query is designed to help product owners and managers measure customer advocacy effectively. The responses are then categorized into Promoters (score 9-10), Passives (score 7-8), and Detractors (score 0-6).

3) How do you write a good NPS question?

To craft a good NPS question, focus on simplicity and specificity. Begin with a clear introduction, such as, "How likely are you to recommend our product/service?" Ensure the response scale is easily understandable, ranging from 0 (not likely) to 10 (very likely). Avoid jargon or complex language to elicit genuine and quick feedback. Test the question with a sample audience to confirm its effectiveness in extracting meaningful insights that can drive actionable improvements.

4) What is the best follow-up question for NPS?

The best follow-up question for NPS is an open-ended query that encourages customers to provide qualitative insights into their score. After receiving the numeric response, prompt customers to share the reasons behind their rating. For example, "What specific features or aspects do you think we can improve upon?" This follow-up question adds depth to the quantitative NPS score, offering valuable context for product owners and managers to identify strengths and areas requiring enhancement.