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NPS surveys and reporting

Learn how to create Net Promoter Score surveys and track customer loyalty

What is NPS?

Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or service to others. It's based on a simple question:

"On a scale of 0-10, how likely are you to recommend [product/service] to a friend or colleague?"

Respondents are grouped into three categories:

  • Promoters (9-10): Loyal enthusiasts who will keep buying and refer others
  • Passives (7-8): Satisfied but unenthusiastic customers who could be swayed by competitors
  • Detractors (0-6): Unhappy customers who can damage your brand through negative word-of-mouth

NPS Score Calculation:

NPS = % Promoters - % Detractors

The score ranges from -100 (all detractors) to +100 (all promoters)

Using the NPS template

The quickest way to get started with NPS surveys is to use our ready-made template. The template comes pre-configured with the standard NPS question and a follow-up question to gather additional feedback.

✨ Quick start with template

Using the NPS template is the fastest way to launch your survey. It's already configured with the correct 0-10 rating scale and includes best-practice questions.

  1. 1

    Navigate to Surveys in your dashboard

  2. 2

    Click "Create survey"

  3. 3

    In the template picker at the top, select "NPS Survey"

  4. 4

    Give your survey a name

  5. 5

    Customize the questions to match your brand if needed

  6. 6

    Publish your survey and start collecting responses

Once your survey is created, you'll need to install it on your website. See the next section for instructions.

Installing the widget on your website

After creating your NPS survey, you need to install the widget on your website to start collecting responses.

  1. 1

    From your survey list or survey detail page, click the Actions menu (three dots)

  2. 2

    Select "Widget config" from the menu

  3. 3

    Customize how you want the widget to appear on your website (position, trigger rules, appearance settings, etc.)

  4. 4

    Copy the code snippet provided

  5. 5

    Paste the code snippet into your website's HTML, just before the closing </body> tag

  6. 6

    Save and deploy your changes

Tip: The widget will automatically display your NPS survey according to the trigger rules you've configured (e.g., time delay, scroll percentage, exit intent).

For more detailed information about widget installation and customization options, see the Widget integration documentation.

Creating an NPS survey from scratch

If you want to build a custom NPS survey or integrate it into a larger survey, follow these steps:

Step 1: Create a new survey

  1. 1Navigate to your dashboard and click "Surveys" in the sidebar
  2. 2Click the "Create survey" button
  3. 3Give your survey a descriptive name (e.g., "Customer Satisfaction Survey Q4 2024")

Step 2: Add a rating scale question

  1. 1In the survey editor, click "Add question"
  2. 2Select "Rating scale" from the question type dropdown
  3. 3Enter your question text (e.g., "How likely are you to recommend us to a friend or colleague?")

Step 3: Configure the rating scale for NPS

Configure the rating scale to match NPS standards:

  • Minimum value: Set to 0
  • Maximum value: Set to 10
  • Min label (optional): Add label for 0 (e.g., "Not at all likely")
  • Max label (optional): Add label for 10 (e.g., "Extremely likely")
  • Required: Toggle whether the question must be answered

Important: For proper NPS calculation, the rating scale must use exactly 0-10. This 11-point scale (0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10) is the industry standard for NPS surveys.

Step 4: Add a follow-up question (optional but recommended)

Get more actionable insights by adding a follow-up question:

  1. 1Click "Add question" again
  2. 2Select "Text (long answer)"
  3. 3Enter question text such as: "What is the main reason for your score?"

Tip: Follow-up questions help you understand the "why" behind the score and identify specific areas for improvement.

Adding the NPS report

Once you've created your NPS survey and started collecting responses, you can add an NPS report to track your score over time:

  1. 1

    Go to your survey in the dashboard

  2. 2

    Click on the "Reports" tab

  3. 3

    Click "Create report"

  4. 4

    Select "NPS" as the report type

  5. 5

    Select the NPS question from your survey

  6. 6

    Give your report a name and click "Save"

The NPS report will automatically calculate and display:

  • Your overall NPS score
  • Percentage of Promoters, Passives, and Detractors
  • Total number of responses
  • Score trend over time

Understanding your NPS score

NPS scores are typically interpreted as follows:

-100 to 0

Needs improvement - more detractors than promoters

0 to 50

Good - more promoters than detractors

50 to 100

Excellent - strong customer loyalty

Note: Industry benchmarks vary. A score above 0 is generally considered acceptable, above 20 is favorable, above 50 is excellent, and above 70 is world-class.

Best practices

  • Survey timing: Send NPS surveys after key interactions or milestones (e.g., after purchase, onboarding, or support interaction)
  • Frequency: Don't over-survey. Quarterly or bi-annual surveys work well for most businesses
  • Follow-up questions: Always include a follow-up question to understand the reasoning behind scores
  • Act on feedback: Follow up with detractors to address their concerns and thank promoters
  • Track trends: Monitor your score over time rather than focusing on a single score
  • Segment analysis: Compare NPS across customer segments, products, or time periods to identify patterns