5 Best NPS Survey Tools and How they can Help you in 2023

5 Best NPS Survey Tools and How they can Help you in 2023
5 Best NPS Survey Tools and How they can Help you in 2023

Top 5 NPS Survey Tools for a Stronger Customer Loyalty in 2023

What is an NPS Survey

Net Promoter Score (NPS) is a customer loyalty metric that can show how likely a customer will recommend your product to others. You can use an NPS survey tool to determine the likelihood of a customer recommending your business and categorize them as promoters, passives, or detractors based on their response.

To run an NPS survey, you need to send out a survey that asks your customers one question: “How likely would you recommend [your company] to a friend or colleague?” You can then categorize responses as either a promoter (10 being the highest), passive (7-9), or detractor (0-6). Next, calculate the percentage of promoters minus the percentage of detractors and subtract from 100.

5 Best NPS Tools of 2023

The right NPS survey tool can help improve your customer loyalty in no time. Here are the top 5 NPS survey tools to help you gauge customer satisfaction in 2023.


NPS scores tend to be inaccurate because they ask leading questions that are interpreted differently by different people. Most people who are pushed to answer will respond by concealing their true feelings.

Softbrik’s algorithm analyzes what customers really mean—rather than just the words they use to describe something—by scanning voice messages for formative feedback and blending it with traditional ratings. You can find out how favorable people view your company and whether they feel indifferent or disgruntled—and take concrete steps to address those issues.

Softbrik’s Voice Survey, Feedback, and Support platform allow you to capture more profound insights into your customers’ needs and identify actions that will help them. Softbrik’s AI understands the requirements of its customers and highlights critical contexts or emotions. Their buyer profiles are classified by need groups. Your team can respond to leads by prioritizing them according to their needs and value and then communicating with the prospect using personalized messaging that increases conversions by up to 40%.

Softbrik’s AI automatically analyzes quantitative and qualitative data, providing in-depth insights that reveal patterns and help spot problems.


You can use Survicate to conduct Net Promoter Score surveys on your products, website, and emails. Increase NPS survey response rates with Survicate, which allows you to watch responses soar as you record all survey responses, even if a survey is incomplete.

It enables you to embed NPS surveys directly into emails. This decreases the number of clicks for recipients and increases response rates.

Get an overview of the health of your customer relationships with intuitive dashboards and reports. Quickly export feedback into comprehensive spreadsheets to further analyze data with Survicate.

Survey Sparrow

Survey Sparrow is an omnichannel CX management software that uses NPS surveys to help businesses identify opportunities for improving customer loyalty. Use the flexibility of dynamic lists to segment your respondents based on any criteria. Use follow-up questions to learn more about customer preferences and expectations.

You can automate the process of distributing your survey by setting it to be automatically sent at a specified time and cadence and sending it only to certain customers.


InMoment distinguishes itself from other companies by focusing on providing timely and detailed responses to customers’ queries. This approach increases the likelihood that they will return to make future purchases.

InMoment offers a variety of survey delivery options, including in-app surveys and QR code surveys designed to boost customer engagement. It is a robust NPS feedback management system that can be deployed for any size company or use case.


AskNicely is a customer experience platform that allows companies to conduct surveys and gather customer feedback. The tool lets you collect automated customer feedback with customizable NPS surveys that you can circulate through various channels, including email and SMS.

AskNicely provides a simple way to create and share customer satisfaction surveys. In addition to offering the NPS survey, AskNicely has an ebook with original research that helps you learn how to improve your score and gauge your customers better.

Choosing the Right NPS Survey Tool

The best NPS survey tools can give you the data you need to make better decisions. You should see how your customers feel about their experience, what they’re looking for and how well your business is doing.

A good NPS survey tool should also be easy to use, customizable, and provide actionable data. The top NPS survey tools are flexible enough to help you adapt them to your business’s needs while providing reliable customer feedback.

Softbrik helps companies ensure complete customer communication with voice surveys. Sign up with Softbrik to design and deploy voice-to-text forms, surveys, and support issues with a few clicks. Capture customer information across all channels and touchpoints to help you improve scores and enhance satisfaction.

Frequently Asked Questions

What Platforms can you Run the NPS Survey On?

NPS surveys can be created to run efficiently using Softbrik, SurveyMonkey, Cognito Forms, and other form-building software.

What to ask when running an NPS survey?

Here are some common questions to ask when running an NPS survey:

  • How likely will you recommend this company/product/service to a friend or colleague?
  • What was the main reason for your score on this question?
  • What could we have done better?
  • Are there any specific areas where we need more work?

NPS Survey: Meaning, Definition, and Types with Examples

NPS Survey: Meaning, Definition, and Types with Examples
NPS Survey: Meaning, Definition, and Types with Examples

What is an NPS Survey?

 A crucial end goal for any business is to make their customers happy. How do you measure how happy your customers are? Asking them is a possible way but it’s not really a feasible option if the business deals with thousands of customers. Net Promoter Score Survey (NPS) survey quickly gathers information from your customers, providing you with valuable feedback. The feedback aids you in improving your products/services, creating a loyal customer base, and eventually scaling your business. Here’s how it can benefit your business.

Types and Examples of NPS Surveys

There are several types of Net Promoter Score (NPS) surveys that businesses can use to gauge customer satisfaction and loyalty. Some of the popular surveys are: 

  1. Employee NPS: This type of survey is used to measure employee satisfaction and engagement within an organization. It helps to identify areas where the company can improve the employee experience and foster a positive company culture.
  2. Brand NPS: This type of survey measures the overall perception of a brand and its products or services among its customers. It can help businesses understand how they compare to their competitors and identify areas for improvement.
  3. Software NPS: This type of survey is specifically designed to gauge the satisfaction of customers using a particular software product. It helps the software company understand how well their product is meeting the needs of its users and identify any issues that need to be addressed.
  4. Transactional NPS: This type of survey is used to measure customer satisfaction immediately after a transaction or interaction with a company, such as after making a purchase or contacting customer service. It provides real-time feedback that can help businesses address any issues and improve the customer experience.

Follow-up NPS: This type of survey is used to follow up with customers after they have had a chance to use a product or service for a longer period of time. It helps businesses understand how well the product or service is meeting the needs of its users over time and identify any potential issues that may arise.

The NPS Scale

The Net Promoter Score (NPS) scale is based on a single question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”

Customers who respond with a score of 9 or 10 are considered “promoters” and are likely to be loyal to the company and advocate for it to others. Those who respond with a score of 7 or 8 are considered “passives,” while those who respond with a score of 0 to 6 are considered “detractors.” Detractors are less likely to be loyal to the company and may even spread negative feedback about it.

NPS can be used to measure employee satisfaction as well. By asking the same question to employees, businesses can gauge the level of engagement and commitment among their workforce.

NPS surveys can be conducted in various ways, including in person, over the phone, or online. Many businesses use online surveys as a convenient and cost-effective way to collect NPS data from a large number of customers or employees. The results of NPS surveys can be used to inform marketing efforts and improve the overall customer experience.

How to Conduct an NPS Survey

To conduct a Net Promoter Score survey, you’ll need to ask some multiple-choice questions. Keep it short and sweet; your sample size will probably be relatively small, and trying to collect too much information could hurt response rates. NPS surveys can be of several types-simple questions, choice models, and hybrid. The simple question approach asks respondents to rate how likely they are to recommend your company out of ten; they can also select a write-in option for more detailed feedback. A choice model survey allows people to choose from three options (for example, definitely not recommended, neutral or recommended without hesitation). And a hybrid combines elements from both approaches.

Include Demographic Questions

While there are a few basic types of NPS surveys, depending on your specific needs, you can include demographic questions to learn more about your client’s preferences.

For example:

  • Asking people if they have kids or pets can be valuable information in a retail environment; knowing who lives near you might affect where you sell products and services.
  • On a more granular level, it’s helpful to ask about people’s income and housing situations—this can help when designing services or creating products.

The truth is that most of us will take better care of something we paid money for than something we simply feel some obligation to protect. Answering these questions may also spark ideas for new products or service offerings. You can never know too much about your customers!

Include NPS Score Question

You can ask this question: What do you think about our company?

If you can take an NPS survey using a tool or even just through email, then there’s no reason not to have one on your site; it only takes a few minutes and can provide excellent insight into what your customers and clients think of your product or service.

You should also look at trend data over time (over weeks or months) to see how well you’re doing in terms of customer satisfaction.

An example of a Net Promoter Score question:

  • How likely are you to recommend (company’s name) to your friends and colleagues?

You can usually find a score ranging anywhere from 0% (definitely not recommended) to 100% (definitely recommended). Promoters are loyal enthusiasts who will keep coming back for more, and recommending us to others. Detractors will willingly take their money elsewhere and happily tell you why they did it.

Keep Open Ended Questions for Customers' Reason behind the given Score

 While asking for feedback, it’s essential to keep your questions open-ended. That way, you can get more detailed responses about what went wrong or correct and how you can improve.

For example:

  • On a scale of 1-5, how would you rate us?
  • Or even, would you recommend us to a friend or colleague?

Keep your questions vague and ask specifically what they think went well (or not) so that they can give specific suggestions rather than just rating your company.

An example of an open-ended question would be:

  • How do we get 5 stars from you next time?

This allows customers to offer precise answers that will help steer improvements for future customers.

Ask for Customer's Feedback on Improving their Experience

A customer experience survey is a great tool to use when developing products, services, or processes. The NPS survey is an essential part of improving a customer’s experience. The motivation behind this type of survey is to gain valuable feedback from your customers in order to enhance their experience. Happy customers are more likely to share a positive experience on social media, in person, and recommend you to others. If you do not ask for their feedback, they will not be able to give it to you, and you are therefore missing a pivotal opportunity to improve your customer’s overall experience and ultimately increase sales as well.

The first thing we should ask is:

  • How do you suggest improving our product/ service/ experience?
  • If there was only one thing our organization could do to improve, what would it be according to you?

What is a Good Net Promoter Score

To have a Good Net Promoter Score means that your company is doing an excellent job at delivering exceptional customer service and being responsive to their needs. If you want to know what a good score is, it’s anything over 40%, and if you fall below that threshold, you may need to take steps toward improving your customer service or satisfaction levels. That’s where Net Promoter Score surveys come in.

What is a Bad Net Promoter Score

Before you get a Bad Net Promoter Score, we should first get a good understanding of what a Net Promoter Score means. The Net Promoter Score (NPS) measures customer loyalty and growth by asking your customers to answer a straightforward question: on a scale from 0 to 10, how likely are you to recommend us to your friends or colleagues? Customers respond based on a how likely scale, which ranges from 0 above – unlikely, 3 and above – neutral, 6 and above – likely, and 10 – extremely likely. Again, the scores vary depending on the organization’s needs.

The Importance of NPS Surveys

In the age of high customer churn and low conversion rates, companies are looking for new ways to save money and improve their bottom line. One of the best ways to do this is by improving NPS. The Net Promoter Score survey can be used to determine customer loyalty, predict customer success and ultimately help your company increase sales and retain customers.

For example, you might ask: How likely would you be to recommend us to a friend or colleague? with response options ranging from definitely not likely (0) to extremely likely (10). Or maybe: On a scale of 0–10, how satisfied were you with our product or service? What could we do better next time? These survey questions give respondents more room for elaboration.

Frequently Asked Questions

Why is NPS important to a company?

An NPS (Net Promoter Score) survey measures customer loyalty and provides valuable insight into how well your company is serving its customers. It can also be used as a performance benchmark for tracking customer satisfaction over time.

What is the benefit of using NPS?

The Net Promoter Score provides benefits to both your organization and your customers. For organizations, it’s a way to measure and monitor customer loyalty.

What is NPS in customer success?

A Net Promoter Score, or NPS, measures how likely your customers are to recommend your product or service.

Best NPS Survey Questions to Ask your Customers in 2023

Best NPS Survey Questions to Ask your Customers in 2022
Best NPS Survey Questions to Ask your Customers in 2022

How do NPS Surveys Work?

The Net Promoter Score (NPS) was developed by Fred Reichheld in 2003 and has since become the gold standard in customer loyalty measurement across industries worldwide. NPS is based on responses to a single question such as How likely are you to recommend our company/product/service to a friend or colleague?) These are usually broken down into three categories of scores – Promoters, Passives, and Detractors, each of which is designed to evaluate different aspects of customer satisfaction and behaviour over time.

Top 5 Types of Questions to Ask your Customers

A collection of examples of NPS questions is provided below. These example questions can be used as a template to create your own NPS surveys.

Asking Customers honestly to Rate your Product or Services

You may have customers who are dissatisfied with your product or service. In this case, you can use a customer satisfaction survey to assess their experience before they leave your site. By doing so, you’re able to identify the problems that could be affecting their online shopping experience. By knowing what customers feel about your site, you can devise ways to improve your products and services so more people will continue using them. The more people who like what you’re offering, the greater the chance that those customers will provide referrals for others interested in buying from you.

For example, if 20 percent of your clients answered 9 or 10, subtract that from 80 percent—or 16 percent—which equals 64 percent, meaning that 64 percent of all your customers would promote you to others.

How to receive Authentic Feedback?

An important question in the NPS survey is “How likely is the customer to recommend your company, products, or services to a friend, colleague, or family member?” This question may be used to evaluate how pleased consumers are with your customer service team. This question is designed to help evaluate the quality of customer service at a given business and find out how satisfied customers are with their experience. It’s a great way to improve the quality of your customer service, as well as improve how consumers choose your business over competitors.

Here are a few examples: 

  • When you contacted our support team about an issue, did we solve it quickly?
  • Was our salesperson helpful when you had questions about our products?
  • Were we able to resolve any problems related to your order?

These questions will help you figure out where improvements need to be made so that customers have a great experience every time they interact with your company.

Asking Customers to Rate their Recent Interaction with your Business

NPS surveys are widely regarded as one of an organization’s most important tools in its customer feedback arsenal. Not only do they help you learn about your customers, but they also can be used to review specific encounters with a particular client, such as post-service, post-purchase, or post-onboarding. These questions provide an excellent opportunity to find any issues that may affect your current customer base. 

Here are some NPS question examples 

  1. What did we do well? 
  2. What could we improve on? 
  3. How likely are you to continue using our services? 
  4. Did we solve your problem?
  5. Would you recommend us?

These questions will help you get genuine answers that can be further analyzed to drive improvement and growth.

Asking Customers to Rate your Business

When you are conducting an NPS survey, there are many things that you need to consider. One of them is just going with the flow and start asking questions that can provide you with a better understanding of the current situation and where your business stands among others in the market. The following questions may be used for various purposes, but generally, show how customers feel about your business and their general attitude toward it.

An Effective Question to include in your NPS Survey Questions: How happy are you with our service?

Asking Customers Follow-up Questions

After you’ve asked your NPS question, there’s value in asking follow-up questions. You can use them to get more in-depth information and insight into why a customer chose a specific rating or gave you a low score. Typically, these two type of follow-up questions can be asked: 

  • one that asks them to quantify their score (e.g., from 1-10, how likely are you to recommend our brand?),
  • another that asks for specific feedback on what could be improved.

For example, what improvements could we make to help you give us a higher score?

This gives you data points based on how customers feel about both your brand and what they would like from it.

How to Improve your NPS Survey

Improving your connection with detractors is more than just responding to a poor experience. Businesses must provide a practical solution for consumers who provide unfavorable feedback to resolve the condition that produced it. Customers will feel supported and may modify their opinion of your service if you resolve their concerns.

The simplest strategy to encourage new business and increase your NPS is to engage promoters to work to your advantage. Promoters are already aware of your capabilities, but specific input should be obtained to see how your company differs from the competition and how you can continue to meet their expectations.

Frequently Asked Questions

What are the top three NPS questions?

Below are the three most used NPS questions:

  1. Which of these best describes your recent purchase experience?
  2. Would you recommend [product] to a friend or colleague?
  3. How likely is it that you would purchase again from us?

Which question is most commonly used to calculate Net Promoter Score NPS?

How likely are you to recommend our company/product/service to a friend or colleague? (On a scale of 0-10) The higher your rating, the better.


Is NPS the best way to measure customer satisfaction?

Yes. The Net Promoter Score (NPS) is one of many tools for gauging customer satisfaction.