Competitive Net Promoter Benchmark Survey

Benchmarks your Net Promoter Score against named competitors among customers who use both, then uses an AI follow-up to uncover the specific moments that widen or close the gap. Built for CX and product teams who need more than a single number — they need to know why customers would (or wouldn't) switch.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

11 questions · ~6 min

Q01

Message

Thanks for taking a few minutes to share your experience! We'd like to know how we stack up against other providers you've used. About 5 minutes, and there are no wrong answers.

Q02

Opinion ScaleRequired

How likely are you to recommend (Replace with Our Brand) to a friend or colleague?

Scale: 0 – 10

Min:Not at all likelyMax:Extremely likely

Q03

Multiple ChoiceRequired

Which of the following have you also used in the last 12 months? (Template note: replace with the competitors you want to benchmark against.)

(Competitor A)
(Competitor B)
(Competitor C)

Q04

Slider Matrix

For each provider you've used, how likely are you to recommend them to a friend or colleague? (Skip any you haven't used.)

3 rows, one slider each

(Competitor A)
(Competitor B)
(Competitor C)

Slider 0–10Min:Not at all likelyMax:Extremely likely

Q05

Multiple ChoiceRequired

If you could only keep one provider going forward, which would you choose today?

(Replace with Our Brand)
(Competitor A)
(Competitor B)
(Competitor C)

Q06

AI Interview

Reconstruct the specific experience behind the respondent's recommendation scores. If they rated a competitor higher than us, probe exactly what that competitor does better and in what situation it showed up (a specific interaction, feature, or moment). If they rated us higher, anchor on what would have to break for them to switch away. If they use only one provider, probe what's kept them from trying an alternative.

Q07

Matrix

How would you rate each provider on the following? (Leave blank for any you haven't used.)

4 rows × 3 columns

Product quality
Customer support
Value for money
Ease of use

Columns: (Replace with Our Brand) · (Competitor A) · (Competitor B)

Q08

Opinion ScaleRequired

How likely are you to actively look for an alternative to (Replace with Our Brand) in the next 6 months?

Scale: 1 – 5

Min:Very unlikelyMax:Very likely

Q09

Multiple Choice

Which best describes your role in choosing which provider to use?

I make the final decision
I influence the decision
I have little to no influence
Prefer not to say

Q10

Multiple Choice

How long have you been a customer of (Replace with Our Brand)?

Less than 6 months
6 months to 2 years
2 to 5 years
More than 5 years
Prefer not to say

Q11

Message

That's everything — thank you! Your responses feed directly into our competitive benchmarking report and will help shape where we invest to earn a higher recommendation score.

What’s included

AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

Goes beyond a single NPS number: it captures which competitors respondents have also used in the last 12 months and slider-matrix-rates each on likelihood to recommend, so you get a true head-to-head benchmark, not just your own score.
Includes a dedicated AI follow-up interview that reconstructs the specific experience behind each respondent's recommendation score, surfacing the actual moments that widen or close the gap with named competitors.
Adds a forced-choice 'which provider would you keep' question and a switching-intent opinion scale, giving product and CX teams behavioral signals (not just attitudinal ones) about churn risk.
Pairs a multi-provider comparison matrix and buyer-role question with an auto-generated report, so quantitative benchmarking and qualitative 'why' data land in one place instead of requiring manual synthesis.

SurveyMonkey

Competitive NPS Survey Template & Questions

This is a fielding-ready template from an established survey platform, built around standard competitive NPS benchmarking questions. It's a solid, no-frills option for teams that just need to compare recommendation scores across providers. It does not appear to include any mechanism for probing the qualitative reasons behind those scores beyond standard follow-up text boxes.

What it does well

Backed by a mature, widely-used survey platform with broad distribution and reporting tools
Purpose-built template specifically for competitive NPS comparison, so setup is fast
Likely benefits from SurveyMonkey's benchmark/normative data across large sample sizes

Where it falls short

Static question set with no adaptive AI follow-up to probe why a respondent gave a particular score
No voice AI interview option or guided screen-share tasks for deeper competitive insight
No transparent, published prompt-level methodology or automated per-response quality scoring

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