Retently NPS Open-Ended Survey Questions – Standard and Alternative Customer Feedback Questions

This Retently NPS survey guidance graphic compares the standard open-ended follow-up question—“What is the primary reason for your score?”—with alternative customer feedback questions. The alternatives explore disappointment, improvement opportunities, valued features, product or service benefits, unmet needs, customer problems, competitive choice, and the single change most likely to increase satisfaction. As a qualitative feedback and customer experience research technique, these questions help businesses add context to NPS scores, identify drivers of loyalty or dissatisfaction, prioritize product improvements, and uncover customer needs. The content supports more targeted survey design by showing how different question formats can generate actionable insights beyond a numerical Net Promoter Score.