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.

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: 010
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: 15
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

Ready to launch?

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

Related templates

More studies from the same category.

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

B2B Customer Relationship & Vendor Satisfaction Survey

Measures how satisfied business customers are with your company as a vendor — account management, reliability, support, and pricing value — plus renewal intent. An AI follow-up interview digs into the real reasons behind their satisfaction and renewal score instead of leaving you with a bare number.

View template
Customer Experience

Returning Customer Satisfaction & Loyalty Drivers Survey

Measures how satisfied repeat customers are with their most recent purchase or interaction, what keeps them coming back, and early signs of switching risk. An AI follow-up interview digs into the real story behind their satisfaction rating and any hesitation to stay loyal, surfacing specifics a scale alone can't capture. Built for retention and CX teams tracking existing customers rather than first-time buyers.

View template
Customer Experience

Voice of the Customer Experience & Loyalty Survey

Captures how customers rate your product, support, and value versus what actually drives their loyalty or churn risk. Combines a satisfaction and recommendation benchmark with a best-worst prioritization of improvement areas, plus an AI follow-up interview that digs into the story behind each score so you know exactly what to fix first.

View template
Customer Experience

Social Media Customer Support Experience Survey

Measures how well your brand's support holds up on social channels — response speed, resolution, agent tone — for customers who reached out via Twitter/X, Facebook, Instagram, or DM. An AI follow-up reconstructs the actual conversation thread to surface what closed loops fast and what left customers hanging.

View template
Customer Experience

Moving Company Customer Satisfaction Survey

Evaluates the full moving experience — quote accuracy, how carefully the crew handled belongings, on-time performance, and how damage or loss was resolved — for moving and relocation companies. An AI follow-up digs into what actually happened during the move that a rating alone can't capture.

View template