Feedback & research
NPS survey template
The one-number loyalty survey, with a follow-up that changes depending on the score.
- 5 questions
- about a minute
- Logic
Free forever, with unlimited responses. No credit card.
What's in this template
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How likely are you to recommend us to a friend or colleague?
0 to 10, Not at all likely → Extremely likely
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02 Long text
What would have made that a 10?
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03 Long text
What's the most important thing we could improve?
Be as blunt as you like — it goes straight to the team.
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04 Long text
What do you enjoy most about using us?
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05 Email
If you'd like us to follow up, where can we reach you?
Why these questions
The Net Promoter Score question only works if it's asked on its own and asked first. Put anything before it and you've primed the answer. So this template opens with the 0 to 10 scale and nothing else, labelled at both ends so nobody has to guess which way round it goes.
What comes next depends on the score, because the useful question is different for each group:
- Detractors (0–6) are asked what the most important thing to improve is. The description tells them to be blunt, which gets you specifics rather than politeness.
- Passives (7–8) are asked what would have made it a 10. They're closest to converting, and that's the question that tells you how.
- Promoters (9–10) are asked what they enjoy most. Their words are your best marketing copy.
Everyone then sees one optional email question, so you can follow up with the people who want you to. It's optional on purpose: making it required turns an anonymous survey into a sign-up form, and fewer people finish it.
To make it shorter, drop the email question. To make it richer, turn on AI follow-ups on the three text questions, so a one-word answer gets one gentle "can you say more?" before the form moves on.
Reading the answers: your score is the percentage of promoters minus the percentage of detractors. The NPS calculator works it out from a CSV export. On Premium, Insights also shows how many people picked each score.
How the logic works
Each rule is checked once its question is answered, and the first one that matches decides where the respondent goes next. How logic works
- After “How likely are you to recommend us to a friend or colleague?”: if the answer is 9 or more, jump to “What do you enjoy most about using us?”.
- After “How likely are you to recommend us to a friend or colleague?”: if the answer is 6 or less, jump to “What's the most important thing we could improve?”.
- After “What would have made that a 10?”, always jump to “If you'd like us to follow up, where can we reach you?”.
- After “What's the most important thing we could improve?”, always jump to “If you'd like us to follow up, where can we reach you?”.
Make it yours
- Logic Answers decide what comes next, so each person only sees what applies to them.
- Design Your colours, font and corners, and a picture or video on any screen.
- Encryption Turn it on and personal answers are encrypted at rest.
- Email notifications Teammates hear about each response as it's completed.
- Webhooks Send every response to your own systems, signed.
- Embedding Put it on your site inline, as a popup or as a slider.
Questions people ask
How is the Net Promoter Score calculated?
Take the percentage of respondents who answered 9 or 10 and subtract the percentage who answered 0 to 6. Passives count towards the total but not the score, so the result runs from −100 to +100.
Why does each group get a different follow-up question?
Because a detractor, a passive and a promoter can each tell you something different: what's broken, what's missing, and what's working. The template uses logic to send each score to its own question, so nobody is asked something that doesn't fit their answer.
Can I send this survey to customers without them logging in?
Yes. Respondents never need an account. Share the link, embed it on your site or in your app, and add hidden fields such as a customer id to the link if you want to know who answered.
How many responses can I collect for free?
As many as you like. Every hootform plan has unlimited forms and unlimited responses, so a large customer base doesn't push you onto a paid plan.
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