15 NPS questions about customer and employee satisfaction

By Indeed Editorial Team

Published 25 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Net promoter score (NPS) surveys gather feedback to help businesses improve their products and services. Feedback allows businesses to decide which key areas to target for development and provides evidence to use when reporting their progress to shareholders. If you want to gather customer or employee feedback for a company, designing surveys with relevant questions can give you the most useful information. In this article, we explain 15 NPS questions you can use to provide an organisation with useful feedback to aid its growth.

What are NPS questions?

Surveys asking customers or employees to rate a company use NPS questions. These questions can relate to any aspect of the business, including products, marketing, services, employee engagement and customer service. Businesses of any size can implement these surveys in their online services or employee network to ask for regular feedback. They can use the results as supporting evidence to demonstrate how well the business is meeting the goals of management and the shareholders. The NPS evaluates how well a business meets these requirements.

Related: Guide: what are survey tools and why are they important?

8 common NPS questions to ask customers

Customer NPS surveys tend to feature similar questions to gather the most useful information about the customer experience. Here, we give eight common questions to ask in customer NPS surveys:

1. How would you rate our company on a scale from 1 to 10?

A common starting question on an NPS survey concerns a general rating of the company's services, which you can use to sort surveys by the kind of feedback they give. This question aims to gauge whether a customer's experience with the company was positive or could improve. If their rating is generally good, the customer is either a passive respondent with maybe a few suggestions for improvements or a promoter who can actively recommend the company to others. A lower rating identifies the customer as a detractor with some requirements the business hasn't met.

Related: Happy customers: tips for improving loyalty and satisfaction

2. How likely are you to recommend this product to a friend or colleague on a scale from 1 to 10?

This is another common form of numerical rating question to gather quantitative data about the customer experience. Rather than a general rating of the business, it instead focuses on a specific product or service and whether the customer is likely to recommend it. This type of question is more useful for determining whether the business usually receives positive reviews through word of mouth and can therefore grow organically. Positive recommendations and referrals are important for building loyalty, establishing brand recognition and boosting sales volume.

Related: Why is marketing important in business? 13 FAQs on marketing

3. What is the main reason behind this score?

This is a common format for a question requesting elaboration on a numerical score so that customers can qualify their feedback. Some surveys may not provide a specific follow-up question after every numerical score but instead, use a general comments box at the end. Using a neutral tone with this question ensures that customers feel they can leave either positive or constructive feedback.

Related: What is customer profiling and how do you create one?

4. What aspects of our product could we improve to provide a better experience?

This question asks for specific comments that customers may wish to leave about a product. This can directly identify requirements the business has not yet fully met and give you a good idea of what aspects of the product could benefit from improvement. This data can be important in future development cycles and ensuring that the business is responsive to feedback.

5. Was there anything we could improve about your experience with our service?

This question offers an open platform for constructive feedback without referring to a specific aspect of the service. It may follow a previous numerical rating question to give respondents an opportunity to elaborate on their scores. This question also commonly appears towards the end of the survey and may include the word 'else' after 'anything' to prompt respondents to leave any additional comments they want to make.

Related: 10 important customer service responsibilities (plus skills)

6. How can we improve your experience with our company?

This type of question frames constructive feedback in a positive light to encourage more helpful responses, which can be more useful for the company. You can pose this type of question broadly, focus on the customer service experience or ask about specific features of a product. You may pair this with a rating question, or it can stand as an independent question.

Related: Customer care vs customer service differences explained

7. In what ways does our service meet your requirements as a customer?

This sort of question is most useful for identifying how well a business meets its customers' requirements. It's an opportunity for promoters to give positive feedback and for detractors to identify what aspects of the service could benefit from further development. Positive feedback can also translate into key selling points to highlight in marketing campaigns to engage both new and existing customers.

Related: 10 ways to consistently offer good customer service

8. Why do you choose our service over our competitors'?

This type of NPS survey question asks why customers choose the business' services instead of their competitors' to better understand the business' place in the market. This can highlight why customers prioritise the service from the business and establish whether the business' offerings are sufficiently different from those of its competitors. If answers to this question are quite general or short, a business could infer that it could benefit from developing an improved unique selling point.

7 common NPS questions to ask employees

Businesses can also use NPS surveys for employees to understand how likely their employees are to recommend them as employers to others. Here are seven common questions businesses can ask in employee NPS surveys:

1. How would you rate our company as an employer on a scale from 1 to 10?

This initial question serves as a general gauge of employee satisfaction with the company and can be a good starting question to profile the respondent. Lower and mid-range answers identify the respondent as a detractor or passive, whereas higher scores indicate that they may be an active promoter. An increase in promoter scores in regular NPS surveys may indicate growth as an employer and that employees are generally satisfied with the workplace.

Related: How to measure employee engagement and why it's important

2. How likely are you to recommend our company as an employer to a friend on a scale from 1 to 10?

This numerical question collects quantitative data about employee satisfaction with the business as an employer. This rating is a good representation of whether the employee would be likely to recommend the business to a friend or relative as a workplace. If these ratings are high, it's a good indication that the business is meeting employee requirements and has good employee retention.

3. What can we do better as an employer to improve your experience as an employee?

This question gives detractors and passives an opportunity to highlight key areas for improvement in the business's current approach. Respondents can elaborate on their lower satisfaction scores or specify areas for improvement that the business has as an employer. The feedback they give here can help the business determine where to divert resources and invest in improving satisfaction overall.

Related: How to boost employee morale in 6 steps (plus tips)

4. Are there any resources that you feel you require more access to as an employee?

This question assesses whether employees have sufficient access to the necessary resources to complete their work and develop professionally. Although NPS surveys are often anonymous, qualitative data about employees' access to resources can provide helpful feedback if respondents frequently mention the same things. If employees feel they could benefit from more access to certain resources, the business can work to offer wider permission or support.

Related: What is a human resource (HR) professional? (With roles)

5. Is there any further training you feel could benefit from?

Some questions may ask whether employees feel they've received sufficient training for their role to do their job effectively. Some fast-moving businesses with high employee turnover may have short training periods that leave new employees feeling like they require more support. If most respondents believe that the level of training and support could improve, the business could consider extending and enhancing their training schemes or offering new training to current employees.

6. What motivates you to work for our company?

This question assesses employees' motivations for doing their work and continuing to work for the company. If the answers are mostly positive, this indicates good motivation, so the business can expect high employee retention and good reviews. Offering benefits, opportunities and better support may help boost these scores and increase retention even more.

7. Why would you recommend our company as an employer to a friend?

A question like this addresses promoters directly and asks for valuable insights into what causes them to give a good recommendation. Responses may vary from good management and interesting work to the great company culture and social environment of the workplace. It offers an opportunity to analyse what encourages current employees and may encourage new recruits in the future.

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