Measure customer loyalty with the gold standard survey.
Net Promoter Score measures customer loyalty by asking one question: "How likely are you to recommend us to a friend or colleague?" Responses are scored 0-10 and categorized into three groups:
NPS = % Promoters - % Detractors (Range: -100 to +100)
[Scale: 0-10, where 0 = Not at all likely, 10 = Extremely likely]
[Open text field — required for all responses]
[Open text field — optional, shown to detractors and passives only]
| Category | Average NPS | Top Quartile |
|---|---|---|
| SaaS Overall | +31 | +50 |
| B2B Enterprise | +41 | +60 |
| B2B SMB | +28 | +45 |
| B2C SaaS | +22 | +40 |
| Fintech | +35 | +55 |
• Quarterly: Relationship NPS (overall sentiment)
• After key milestone: Post-onboarding, post-support, post-launch
• Triggered: After 30/60/90 days of usage
• Never after negative event:> Wait 7 days after a bug or outage
Promoters (9-10): Ask for review, testimonial, or referral. They're your advocates.
Passives (7-8): At risk of churning to competitors. Follow up with "What would make you a 9 or 10?"
Detractors (0-6): Respond within 24 hours. Close the loop. Fix the issue. Track if they become passives or promoters.
Complete template with survey logic, email copy, follow-up workflows, and analysis spreadsheet.