When you understand the level of loyalty your customers feel towards your business, you’re able to reduce churn, improve satisfaction, and increase retention.

One of the best ways to gauge customer loyalty is with a net promoter score (NPS) survey.

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What is NPS?

As review, net promoter score (NPS) is a benchmark for customer loyalty that tells you how likely your customers are to recommend your business to someone they know (e.g. a friend).

What is an NPS survey?

An NPS survey is the way in which you obtain that benchmark. Your survey must include the question, “On a scale of 0 to 10, how likely are you to recommend our business to a friend?"

Depending on the given score, a customer will either be considered a promoter (9-10), passive (7-8), or detractor (0-6).

From there, you may ask follow-up questions — for example, you want more feedback regarding the score given or information about how a specific customer experience could be improved.

Here are the three main types of net promoter score — think about which type(s) you want to get details about among your audience members via survey. 

Three Types of Net Promoter Scores

Here are the three common types of net promoter score according to Bain.

1. Relationship NPS Survey

This is the most common NPS survey — it gives your business details about the relationship between your customers and business by asking whether they'd recommend you to a friend.

2. Experience NPS Survey

The experience NPS survey is distributed after a specific experience — for example, you may ask a customer to respond to your NPS survey directly after completing a purchase on your website. This gives you a sense of how specific experiences and actions contribute to your customer loyalty.

3. Competitive Benchmark NPS Survey

The competitive benchmark NPS survey is how you determine the NPS score of your competitors. In doing so, you can compare your score against industry leaders and your greatest competition.


  • If you simply want to know how likely your customers are to recommend your business to a friend, use a relationship NPS survey.
  • If you’re looking to determine the NPS of a specific event in the buyer’s journey, use an experience NPS survey.
  • If you’re looking to gain a better understanding of your NPS versus your competition’s NPS, use a competitive benchmark survey.

Now, let’s dive into NPS survey tools to help you determine your NPS.

NPS Survey Tools

There are a number of survey and NPS tools available today — here are eight options to get you started.

1. HubSpot Customer Feedback Software

NPS survey tool example HubSpot Customer Feedback Software


HubSpot’s customer feedback software is part of the Service Software — therefore, it integrates seamlessly with your all-in-one CRM. Meaning, all of your customer, NPS, service, and support data is centrally stored. The survey feature allows you to create and share NPS surveys from HubSpot with customers via email or website.

The tool recommends a survey template to help you gauge NPS and loyalty over time. (There are also specific template recommendations for customer effort score, CES, and customer satisfaction, CSAT, surveys). Get notified when customers complete your survey and watch completed surveys arrive in your HubSpot dashboard — here, you can view, organize, and analyze all completed surveys and scores.

2. SurveySparrow

surveysparrow nps survey tool example


Survey Sparrow is an omni-channel customer experience (CX) management platform that includes an NPS survey tool. This tool has a number of features to ensure your NPS survey helps uncover actionable insights related to loyalty.

Create dynamic lists and use any criteria you’d like to segment your respondents. Add follow-up questions to your NPS survey to get more detail about what’s driving each customer’s response. Automate the process of sharing your survey by selecting the time and cadence that it should be sent, and the specific customers you want to receive it.

Integrate SurveySparrow with HubSpot to generate leads, capture feedback, and elevate the customer experience.

3. Survey Kiwi

survey kiwi nps survey tool example


Survey Kiwi is a survey and form builder that allows you to share NPS surveys and forms with customers via SMS, email, social media, WhatsApp, and more. The NPS survey feature includes an easy-to-use building tool so you can customize your survey, add additional questions, and receive notifications when customers submit their responses.

Use the analytics panel to better understand NPS over time and dive into individual responses. Decide whether or not you’d like to be alerted when you receive a low NPS score from a customer so you have the ability to reach out to that customer quickly (and hopefully, rectify the situation).

Integrate Survey Kiwi with HubSpot to update your contacts with beautiful mobile-ready forms.

4. AskNicely

asknicely nps survey tool example


AskNicely is a customer experience platform with survey and feedback capabilities. Collect customer feedback automatically with the help of customizable NPS surveys that you can distribute via SMS, your website, email, and more.

In addition, you can create and share customer satisfaction and effort score surveys. AskNicely offers an ebook that includes research the company conducted to help you improve NPS and better understand the way your customers feel about you.

Integrate AskNicely with HubSpot to build an end-to-end customer experience program.

5. CustomerGauge

customergauge nps survey tool example


CustomerGauge is an account experience management platform that combines customer experience, revenue, and account data. The software offers NPS, employee NPS (eNPS), customer satisfaction, and customer effort score survey tools.

With CustomerGauge, you can also embed NPS surveys in your follow-up emails and campaigns in hopes of increasing response rates. And once you’ve customized and sent your surveys to customers — which is a process you can automate with the tool — review, analyze, and share customer response data via the internal dashboard.

6. Qualtrics

qualtrics nps survey tool example


Qualtrics is an experience management software with a survey tool that helps you measure, analyze, and improve NPS. Measure NPS at any touchpoint your customers have with your business via any platform or channel (e.g. website, chatbot, email, or SMS).

The Qualtrics NPS tool includes their Predict IQ feature which combines NPS and operational data to predict customer behavior — this information has the power to help you determine which individuals are at the highest risk of churning. It also has role-based baseboards to ensure the right people on your team get the customer information they need to improve CX and loyalty.

7. Thermostat

thermostat nps survey tool example


Thermostat is an NPS software with the ability to create effective, one-question surveys that gauge customer loyalty. Choose to add an optional feedback box below the NPS survey for additional context about the score. All NPS data is viewable on a single screen with optional filters and comparisons.

Share NPS surveys with customers via email, popup (on your website or app), link, or native API and integration (via Zapier). Thermostat makes it easy to respond to customers based on their scores and feedback via the platform, share survey results with team members, and design your surveys in a way that’s complementary to your brand.

8. SurveyMonkey

surveymonkey nps survey tool


SurveyMonkey is an online survey creation tool that allows you to customize and send NPS and customer experience surveys with ease. There’s a pre-built NPS  template allows you to add additional questions to the survey if you choose to. For example, request more feedback from customers about their scores or ask for some of their defining traits and characteristics (e.g. demographics) to better understand the data.

There's also an option to add an NPS question to another survey you’re already sending customers. SurveyMonkey offers ten ways to can send the NPS survey and all of your results are viewable in a gauge chart.

Use the SurveyMonkey integration to take action on your data in HubSpot. 

NPS survey tools are a great way to quickly gauge loyalty among your customers and discover the ways in which you can improve upon your customer experience, support, and more — understanding your NPS provides powerful insights sure to help you to grow better

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Originally published Jan 11, 2021 8:00:00 AM, updated January 11 2021