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.
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 to benchmark against.)
- (Competitor A)
- (Competitor B)
- (Competitor C)
For each provider you've used, how likely are you to recommend them to a friend or colleague? (Skip any you haven't used.)
- (Competitor A)
- (Competitor B)
- (Competitor C)
If you could only keep one provider going forward, which would you choose today?
- (Replace with Our Brand)
- (Competitor A)
- (Competitor B)
- (Competitor C)
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.
How would you rate each provider on the following? (Leave blank for any you haven't used.)
- Product quality
- Customer support
- Value for money
- Ease of use
How likely are you to actively look for an alternative to (Replace with Our Brand) in the next 6 months?
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
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
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 & QuestionsThis 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.
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