QuestionPunkQuestionPunk
Start free
All templates
Customer Experience

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.

Use this templateBrowse more templates

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! Your responses are completely confidential and anonymized. 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

Frequently asked questions

What questions are in the “Competitive Net Promoter Benchmark Survey” template?

The template includes 11 ready-to-use questions, starting with: “Thanks for taking a few minutes to share your experience! Your responses are completely confidential and anonymized. We'…” · “How likely are you to recommend (Replace with Our Brand) to a friend or colleague?” · “Which of the following have you also used in the last 12 months? (Template note: replace with the competitors you want t…”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 11 questions in about 6 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free

Related templates

More studies on similar topics.

See all
Customer Experience

Customer Story Discovery & Case Study Candidate Survey

Identifies which customers have results worth turning into a case study, testimonial, or video story, and gauges their willingness to be featured. The AI follow-up interview goes past generic praise to reconstruct the specific before-and-after — the numbers, the turning point, the proof — that makes a customer story credible to a stranger.

View template
Customer Experience

Transaction-Level Net Promoter Score Survey

Captures Net Promoter Score right after a specific purchase, support call, delivery, or service visit — revealing whether that single interaction is building loyalty or quietly eroding it. Built for CX, support, and operations teams who need transaction-level signal instead of annual survey noise, with an AI follow-up that uncovers the concrete moment behind each score rather than a vague comment.

View template
Customer Experience

Competitive Perception vs Named Competitors Survey

Benchmarks how customers and prospects rate you against specific named competitors on the criteria that actually drive their choice — combining a max-diff prioritization, a head-to-head perception battery, and an AI follow-up that digs into the exact moment a competitor won or nearly won the deal.

View template
Customer Experience

Net Promoter Score (NPS) Customer Experience Survey

A methodologically sound NPS survey for measuring customer loyalty alongside overall satisfaction. Designed for post-interaction or periodic deployment to identify promoters, passives, and detractors, and to surface actionable drivers of customer experience.

View template
Customer Experience

Competitive Landscape & Switching Drivers Survey

Benchmarks how customers perceive your brand against named competitors — consideration, head-to-head ratings, and switching likelihood — then uses an AI follow-up interview to surface the real story behind a preference or switch. Built for product marketing, competitive intelligence, and strategy teams tracking share of consideration.

View template
Customer Experience

Post-Purchase NPS & Loyalty Driver Survey

Measures Net Promoter Score and identifies key drivers of recommendation among recent customers, providing actionable insights to improve retention, referrals, and overall customer experience.

View template