What is the standard NPS question?

The canonical question is: How likely are you to recommend us to a friend or colleague? respondents answer on a 0-10 scale. Scores 9-10 are promoters, 7-8 are passives, and 0-6 are detractors.

Why ask different follow-up questions by score?

Promoters, passives, and detractors have different reasons. Branching the open-ended follow-up lets you ask promoters what they love, passives what would push them to a 9-10, and detractors what went wrong.

How is the NPS score calculated?

NPS equals the percentage of promoters minus the percentage of detractors. Passives are counted in the total but excluded from both ends, so the score ranges from -100 to +100.

How often should I send an NPS survey?

Relational NPS is typically sent quarterly or twice a year, while transactional NPS fires right after a key event like a purchase or support ticket. Avoid surveying the same person more than once a quarter.

What is a good NPS score?

It varies by industry, but above 0 is acceptable, above 30 is good, and above 70 is excellent. Compare against your own trend over time rather than a single benchmark.

What is the NPS Survey Builder?

Creates a complete NPS survey with the standard 0-10 recommend question, follow-up segmentation questions by score, and thank-you message variants you can paste into any survey tool. It runs free in your browser on Gera Tools, with nothing uploaded.

NPS Survey Builder — Gera Tools

Name: NPS Survey Builder
Creator: Gera Tools
License: https://creativecommons.org/licenses/by/4.0/

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A full NPS survey from three inputs

Net Promoter Score is built on one deceptively simple question, but a survey that actually drives insight needs the right framing, a personalized email, and follow-up questions that adapt to the respondent’s score. This builder takes your company name, what you’re measuring, and the recipient, then assembles the whole thing — ready to paste into Typeform, SurveyMonkey, Delighted, or a plain email.

How it works

The tool emits the standard 0-10 recommend question, then generates three branched open-ended follow-ups — one each for promoters (9-10), passives (7-8), and detractors (0-6). Scoring follows the official method:

NPS = %promoters − %detractors

Promoters score 9-10, passives 7-8, detractors 0-6. Passives are counted in the base but excluded from both ends, so the score ranges from -100 to +100. The email wrapper personalizes a greeting and keeps the ask short, since NPS response rates fall sharply when the first screen has more than one question.

Two types: relational vs transactional

Type	When to send	Frequency
Relational	Based on the customer relationship overall	Quarterly or twice a year
Transactional	Triggered by a specific event (purchase, support ticket)	Within 24-48 hours of the event

Mixing the two in one survey muddies interpretation. Relational NPS tells you brand health; transactional NPS flags process failures in real time.

Worked example

Suppose you survey 200 customers. 90 score 9-10 (promoters = 45%), 50 score 7-8 (passives = 25%), and 60 score 0-6 (detractors = 30%). Your NPS is 45 − 30 = 15. Passives are in the denominator (200 total respondents) but contribute nothing to either end of the formula.

Practical tips

One question per screen. Placing additional fields before the score question is the single largest driver of survey abandonment.
Verbatims are the real asset. The 0-10 score tells you where you stand; the open-ended follow-up tells you why and what to fix.
Reference the specific event for transactional NPS. “Following your call with our support team on Friday” anchors the score to a moment, not a vague impression.
Close the loop within 48 hours. Routing detractors to a human for a recovery call is where NPS programs produce tangible revenue impact.
Track trend, not absolute score. Industry benchmarks vary widely — your own quarter-over-quarter trend is a more honest performance signal than comparing against a competitor’s published number.

What affects your NPS

Several factors can move scores without any change in actual product quality: survey timing, channel (email vs in-app), incentives, and even the question scale wording. Before acting on a shift, check whether any of these variables changed in the same period.