Net Promoter Score (NPS) form

What it solves & why to use it

By asking one simple question, NPS form helps businesses measure overall customer experience and identify how likely customers are to become brand advocates. It answers:

• How likely are customers to recommend your business?


• Are customers likely to return?


• What are the drivers behind customer loyalty or how can you improve the overall experience?

When & how to use it

It’s typically used to measure overall brand perception rather than individual interactions and is usually triggered after major customer touchpoints, ensuring you get an accurate pulse on customer sentiment over time:

• After a purchase or subscription renewal — to measure ongoing customer experience.


• After product use or a trial period — to see how customers feel about the product’s value or functionality.


• Onboarding phase — after customers have been introduced to the product, to assess their early experience.


• Post-service or customer support interaction — to measure overall customer experiences after engaging with support.

How it looks

The NPS survey form consists of a single question: "On a scale from 0 to 10, how likely are you to recommend [brand/product/service] to a friend or colleague?"

• 0-6: Detractors (Unhappy customers who can damage your brand reputation).


• 7-8: Passives (Satisfied but not enthusiastic customers who could easily be wooed away).


• 9-10: Promoters (Loyal and enthusiastic customers who will actively recommend your business).

NPS feedback forms are typically followed by an open-ended follow-up question asking respondents to explain their score. This gives you qualitative data to understand the why behind the score.

How NPS is analyzed

NPS is calculated as: NPS = % Promoters – % Detractors

So, if 70% of respondents are promoters, 20% are passives, and 10% are detractors, the NPS score would be: 70% (Promoters) – 10% (Detractors) = +60 NPS

This score typically ranges from -100 (all detractors) to +100 (all promoters). A positive NPS (above 0) is generally considered good, while a score above 50 is considered excellent.

Businesses typically

• Track NPS over time to see if customer loyalty is improving or declining.


• Segment NPS by customer group (e.g., region, demographics, product type) for deeper insights.


• Analyze follow-up responses to uncover common themes and actionable insights.

How to set it up

Here’s a breakdown of how you can set up an NPS on your site with the help of Claspo.

Step 1: Create a new campaign

Choose one of our pre-designed NPS form templates for a quick setup. All templates are customizable, so you’ll save a lot of time opting for a ready-to-go design.

Step 2: Customize

Use the drag-and-drop builder to customize your survey and modify it if needed. Adjust fonts and colors to match your branding. Then, move on to changing the text: double-click on the text field to enable editing.

You’re done with the design. Click Widget Preview (in the top right corner) to see how the NPS feedback form appears on desktop and mobile. Make adjustments if needed.

Step 3: Set triggering

Decide when and where your NPS feedback survey appears. The ideal timing depends on the customer journey, but triggering the NPS widget on exit intent on specific pages like post-purchase can deliver maximum value.

Step 4: Connect with your marketing tools

Integrate Claspo with your ESP or CRM platforms to track responses and take action or use Zapier automation to categorize responses and trigger follow-up emails or customer support tickets.

Step 5: Save and publish

Click Done, and your NPS survey is ready to go live.