Best questions for saas customer survey about net promoter score (nps)

Here are some of the best questions for a SaaS customer survey about net promoter score (NPS), plus tips on crafting them. For anyone looking to build a survey like this, Specific can help you generate one in seconds.

Best open-ended questions to ask in a net promoter score (NPS) survey

Open-ended questions are perfect when we want detailed insights and honest feedback, not just numbers. They’re ideal when trying to understand why SaaS customers feel the way they do—important context that numbers alone can miss. Here are the top open-ended questions for a SaaS customer NPS survey:

1. What is the main reason for your score on the previous question?

2. What could we do to improve your experience with our product?

3. What features do you find most valuable?

4. Have you experienced any frustrations while using our platform?

5. Can you describe a specific moment when our product helped you solve a problem?

6. What made you choose our product over competitors?

7. If you could change one thing about our product, what would it be?

8. How can we better support your goals as a customer?

9. Have you recommended our product to others? Why or why not?

10. What would make you more likely to give us a higher score next time?

These types of questions not only uncover actionable themes, but also make SaaS customers feel heard—fueling deeper engagement. Specific’s survey engine is designed so that these open-ended questions can automatically trigger smart follow-ups, unlocking context behind every response. Top-performing SaaS companies continuously refine their open-ended question approach and act on what they learn to improve NPS over time. The industry average NPS is 36, but companies like Nutanix and Zoom have reached extraordinary scores of 92 and 72, respectively. [1]

Best single-select multiple-choice questions for SaaS customer NPS surveys

Single-select multiple-choice questions are incredibly useful when you want to quantify feedback or quickly surface patterns. These questions are a great way to start the conversation, especially if respondents might find it easier to pick from a few short options than to write a full answer. Once a choice is made, you can dig deeper with follow-ups for more context.

Question: Which feature influences your NPS score the most?

• Ease of use

• Customer support

• Performance and reliability

• Pricing

• Other

Question: What is the biggest benefit you get from our product?

• Time savings

• Cost reduction

• Better collaboration

• Access to unique features

Question: How likely are you to upgrade or purchase additional features?

• Very likely

• Somewhat likely

• Not likely

• Unsure

When to followup with "why?" Whenever a customer selects a choice—especially if it isn’t clear why—it’s the perfect time to ask, “Why did you choose that?” For example, if a customer selects “Performance and reliability” as their main driver for NPS, we might follow up: “Can you share a recent experience where performance made a difference?” This helps us uncover deeper insights and gives context behind the choices.

When and why to add the "Other" choice? Including the “Other” option allows SaaS customers to bring up issues or benefits we hadn’t anticipated. When they select “Other”, a follow-up question like “Could you specify what you had in mind?” can uncover completely new perspectives and spot trends we might otherwise miss.

The net promoter score (NPS) question for SaaS

Net promoter score (NPS) is a simple but powerful metric, asking customers to rate how likely they are to recommend your product to others on a scale from 0 to 10. For SaaS, tracking this helps benchmark customer satisfaction and predict growth. Scores are grouped as detractors (0-6), passives (7-8), and promoters (9-10), and your overall NPS can reveal growth opportunities or highlight red flags. While the industry average is 36, aiming for 50 or above marks excellence, with some top SaaS companies going well beyond that benchmark. [1]

To instantly generate an NPS survey template for SaaS customers, try Specific’s survey builder for NPS and see how easy it is to fine-tune questions using AI.

The power of follow-up questions

Automated follow-up questions are what really sets conversational surveys apart from traditional forms. Follow-ups let us dig deeper based on each answer, gathering the full context quickly—often in real-time, saving us repetitive email follow-ups or scheduling user interviews. This leads to richer, more actionable SaaS customer insights.

• SaaS Customer: “It’s often too slow during peak hours.”

• AI follow-up: “Can you share when you noticed the slowness, and how it affected your work?”

• SaaS Customer: “I scored an 8 because the integrations are just ok.”

• AI follow-up: “What integrations would you like to see, or how could we improve existing ones?”

How many followups to ask? Usually, asking two or three targeted follow-up questions is enough. Any more, and it begins to feel like an interrogation rather than a friendly conversation. With Specific, it’s possible to set a maximum number of follow-ups and even allow respondents to skip follow-ups if the essential info is already collected.

This makes it a conversational survey: The survey experience transforms from a one-way questionnaire into a meaningful dialogue, increasing both response rates and user engagement. [2]

AI makes analysis easy: Even though open-ended and follow-up responses can feel overwhelming, tools like AI survey response analysis let us summarize and extract trends effortlessly.

These automated follow-ups are a new way to survey. Try generating a SaaS customer conversational survey and see how powerful this approach can be.

How to compose a prompt for GPT to generate NPS survey questions

If you want to use ChatGPT (or any GPT-powered tool) to brainstorm fresh questions for your SaaS customer NPS survey, prompts are your best friend. Here’s a basic starter to get the AI working for you:

Suggest 10 open-ended questions for SaaS customer survey about net promoter score (NPS).

This will give you a quick list. But for the best results, always add more context—describe your company, customer personas, what you’re trying to achieve, and any special constraints.

We are a SaaS business focused on project management tools for mid-sized companies. Suggest 10 open-ended questions for a net promoter score (NPS) survey, with an emphasis on onboarding experience and integrations.

Once you have a draft list, ask the AI to organize and focus the questions:

Look at the questions and categorize them. Output categories with the questions under them.

Then, drill down further by focusing on the areas you care about most:

Generate 10 questions for the “Onboarding Experience” and “Integrations” categories.

With the right prompts, you’ll quickly build a strong, focused survey that gets to the heart of what matters for your SaaS customers.

What is a conversational survey (and why it matters)?

Conversational surveys are designed to feel like a natural, back-and-forth chat. Instead of rigid, one-way forms, they mimic how real conversations work—helping people share more, and more honestly. For SaaS NPS surveys, this leads to better quality data and much higher response rates. A 2020 study showed people prefer conversational surveys over traditional forms, and this preference results in not just more data, but better, more reliable insights. [2]

Here’s a quick comparison of manual versus AI survey creation:

Why use AI for SaaS customer surveys? Using an AI survey generator means you spend less time building, more time learning, and create a more satisfying experience for both your team and your users. We can drill down on the right questions, automatically summarize every response, and even build an NPS survey by just typing a few lines to the AI.

Specific stands apart with a best-in-class conversational survey experience—making it simple for SaaS teams to launch, iterate, and analyze AI survey examples in record time, keeping responses both rich and highly organized.

See this net promoter score (NPS) survey example now

Try Specific to experience conversational surveys that deliver deeper NPS insights and a smoother SaaS customer feedback process—start building smarter surveys and get genuine answers today.