Marketing
NPS® for Customer Loyalty

NPS® for Customer Loyalty

This survey measures customer loyalty to your brand using Net Promoter Score (NPS®). It allows you to assess how likely customers are to recommend your product, identify reasons for their satisfaction or dissatisfaction, and gather suggestions for improvement. The template is suitable for businesses of all sizes aiming to strengthen customer relationships.

Use template

The NPS® for Customer Loyalty template helps you measure how loyal your customers are and how likely they are to recommend your brand to others. It combines the classic Net Promoter Score question with follow-up prompts that uncover the reasons behind each rating, giving you both a number and the story behind it.

What the “NPS® for Customer Loyalty” survey measures

This survey measures your Net Promoter Score by classifying respondents into promoters, passives, and detractors based on their 0-10 rating. Beyond the score itself, it captures qualitative insights into what customers value most, what frustrates them, how often they use your product, and what specific improvements or features would increase their satisfaction.

Who the “NPS® for Customer Loyalty” template is for

This template is suited for customer success, product, and marketing teams at companies of any size that want to track loyalty over time. It works well for SaaS products, e-commerce brands, and service providers running regular loyalty check-ins or evaluating the impact of recent product changes.

How to adapt the template to your needs

You can adjust the wording to match your brand voice, add industry-specific options to the dissatisfaction question, or expand the usage-frequency choices to fit your product's typical engagement patterns. Consider adding branching logic so that detractors are routed to a deeper follow-up on specific pain points, while promoters get a prompt to leave a public review or referral.

Questions and answer options

Question type: open text answer.
Question type: multiple choice.
Answer options:
— Issues with product quality
— High cost
— Unuser-friendly interface
— Slow support
— Lack of features
Question type: single choice.
Answer options:
— Daily
— Several times a week
— Once a week
— Once a month
— Less than once a month

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Frequently asked questions

Respondents who score 9-10 are promoters, 7-8 are passives, and 0-6 are detractors; your NPS® is the percentage of promoters minus the percentage of detractors.
The score alone tells you how loyal customers are, but the open text answer explains why, which helps you reinforce what's already working well.
It's useful when you want to segment loyalty scores by how engaged customers actually are, since infrequent users often rate differently than daily users.
Use them to prioritize fixes, since recurring issues like slow support or missing features often explain why detractors gave a low score.