NPS: loyalty index
A loyalty measurement built on one key question on a zero to ten scale plus the reason behind it, by voice or in writing. The email at the end is optional and only for people who want a reply.
Who it is for and when to run it
Run NPS when you want to track how customers feel over time. One number a month or a quarter shows which way loyalty is heading, and it’s easy to compare across periods, products and segments.
Send it once people have had a chance to get value: two or three weeks after a purchase, after a project closes, a few months into a subscription. Asking right after sign-up is too early; people don’t know yet what they’d be recommending.
The link fits neatly into an email or a chat message, and on your site you can show it as a widget. More on the metric itself and where it misleads is on our NPS survey page.
What the template is made of
Every block in the order it sits in the builder. Branching decides which of them a given person actually sees.
- Help us get better Text block
A short intro promises «under a minute». For NPS that matters: the shorter the survey, the less the results skew toward the happiest and angriest customers.
- How likely are you to recommend us to a friend or colleague? NPS (0–10)
The index question on a 0 to 10 scale. The wording is the standard one; keep it, or your score won’t be comparable with earlier rounds.
- If you have a minute, record what shaped your rating Voice answer
A voice answer for the reason behind the score. People who won’t type will happily talk for twenty seconds, and you hear more in a voice than in text. Voice answers unlock on Pro.
- Or write it down instead Long answer
The typed alternative for people who can’t speak out loud. Without a reason the NPS number is useless, because you don’t know what to fix.
- Leave your email if you would like a reply Email
The email is optional and framed as «if you would like a reply», so the survey doesn’t turn into lead capture and doesn’t scare off people who want to stay anonymous.
How to adapt the template
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Swap «us» in the question for your company or product name if the survey goes out in an email where the sender isn’t obvious.
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On the free plan, delete the voice block; the text box right after it works on its own.
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Add branching by score: ask detractors (0–6) «What should we fix first?» and promoters (9–10) «What do you recommend us for?». On the canvas that’s two edges out of the NPS question.
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If you sell several products, add a dropdown at the start asking which one the answer is about, so you can score each product separately.
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For a recurring survey, don’t edit the template between rounds. Any change in wording breaks comparison with last month.
How to read the results
The score is the percentage of 9s and 10s (promoters) minus the percentage of 0 to 6 answers (detractors). 7s and 8s are left out. The result runs from −100 to +100.
A single number without a trend tells you little. Compare NPS with your own previous rounds and between segments: new versus long-standing customers, one plan versus another. «Industry averages» mislead more often than they help, because companies ask different audiences at different moments.
The real work is in the reasons. Read the detractors’ answers and tag them by theme: price, speed, support, quality. The theme that comes up most is next quarter’s job.
Watch the number of responses. With twenty answers one person moves the score by five points, and a «drop» may be noise. Our post on NPS without lying to yourself goes into this in detail.
Common mistakes
- Asking for NPS after every action. People get tired, answer on autopilot, and the score stops meaning anything.
- Only surveying happy customers, for example sending the survey only after a successful delivery. The number looks great and tells you nothing.
- Averaging the 0–10 answers instead of calculating the index. An average of 7.5 and an NPS are different numbers and can’t be compared.
- Collecting the score and never reading the reasons. You learn that something is wrong but not what.
Questions about the «NPS: loyalty index» template
How do you calculate NPS from survey results?
Take the share of respondents who answered 9 or 10 (promoters) and subtract the share who answered 0 to 6 (detractors). With 50% promoters and 20% detractors, NPS is +30. Answers of 7 and 8 count as passives and don’t enter the formula.
How many questions should an NPS survey have?
Two at minimum: the recommendation question and the reason for the score. This template has effectively two, since voice and text are one question in two forms, plus an optional email. Every extra question lowers the share of people who finish.
How often should you send an NPS survey?
For most companies once a quarter across the customer base is enough, or a continuous survey sent a fixed time after purchase. The rule is that one person shouldn’t get it more often than every few months, or they stop answering honestly.
What is the difference between NPS and CSAT?
NPS measures how people feel about the company overall and whether they’d recommend it. CSAT measures satisfaction with a single interaction, such as one support ticket. NPS is asked rarely and across the base; CSAT is asked right after the event.
Similar templates
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Feedback form
A smart form with branching: the user picks a reason for getting in touch and gets their own set of questions.
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CSAT: support ticket rating
A short pulse on support quality: a smiley, what worked and what did not.
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Product review
Stars, NPS, fine-grained semantics and room for a longer opinion.
Do not start from an empty canvas
Open the catalog, take the closest template and rewrite the questions for your job. Five minutes instead of an hour.