What is a good NPS score for SaaS?

Industry averages vary, but for B2B SaaS, an NPS of 30-50 is considered good, and 50+ is excellent. Enterprise products tend to score lower than SMB products because enterprise customers are harder to satisfy. Do not obsess over the absolute number. Focus on the trend: a score that improves 3-5 points per quarter means your product is getting better. Use the [NPS Calculator](/tools/nps-calculator) to compute your score from raw data and compare against benchmarks.

How often should I send NPS surveys?

Quarterly for relational NPS. For transactional NPS, trigger at meaningful milestones (30 days post-signup, after support ticket resolution, after first renewal). The critical rule: no user should receive more than one NPS survey per 90 days. Survey fatigue kills response rates and annoys your best customers.

Should I use transactional NPS, relational NPS, or both?

Both, if you have the operational capacity. Transactional NPS measures satisfaction at specific touchpoints and is useful for improving those moments. Relational NPS measures overall relationship health and tracks brand sentiment over time. If you can only pick one, start with relational (quarterly). Add transactional later when you have the follow-up workflows in place.

How do I increase my response rate?

Three tactics with the highest impact. First, send the survey in-app (not just email). In-app response rates are typically 2-3x higher. Second, keep the survey to 2-3 questions maximum. Third, close the loop visibly. When users see that their feedback led to changes (via changelog, email, or in-app notification), they are more likely to respond to the next survey because they believe their input matters.

What should I do with Passive responses (7-8)?

Passives are the most underutilized NPS segment. They are satisfied enough to stay but not enthusiastic enough to recommend. Analyze their verbatims for the specific gap between "satisfied" and "enthusiastic." Common gaps: missing a specific feature, perceiving the price as slightly too high, or not discovering advanced functionality. Targeted outreach highlighting features they have not used is often the highest-leverage conversion tactic. ---

NPS Program Template

What This Template Is For

An NPS program is not a single survey. It is a recurring measurement system with defined cadence, audience rules, follow-up workflows, and trend analysis. The score itself (a number from -100 to +100) is useful as a benchmark, but the real value comes from the follow-up: what are Detractors unhappy about, what do Passives need to become Promoters, and what specific feedback should route to which team?

Most NPS implementations collect scores and stop there. The PM reports "NPS is 42" in a slide deck, nobody does anything with the data, and the survey runs again next quarter producing the same number. A well-structured NPS program ties every response to a workflow: Detractors get a personal follow-up within 48 hours, Passives receive targeted product updates, and Promoters are invited to leave reviews or participate in case studies.

This template sets up the full program: survey design, targeting rules, analysis framework, and closed-loop follow-up. For the calculation methodology, the NPS Calculator lets you compute scores instantly. The NPS metric reference covers benchmarks and interpretation. For a broader satisfaction measurement approach, see the survey design template. The Product Analytics Handbook covers how NPS fits into a full measurement practice.

How to Use This Template

Define the survey audience and cadence. Transactional NPS (triggered by an event, e.g., 30 days after signup) and relational NPS (sent on a fixed schedule, e.g., quarterly) serve different purposes. Most products need both.
Set targeting rules to avoid survey fatigue. No user should receive an NPS survey more than once per quarter.
Design the survey: the standard NPS question ("How likely are you to recommend...") plus 1-2 follow-up questions.
Build the closed-loop workflow: what happens when a Detractor, Passive, or Promoter responds?
Define the reporting cadence and audience. Who sees the NPS report, how often, and in what format?
Run the first survey cycle, analyze results, and calibrate the follow-up workflow before scaling.

The Template

Program Overview

Field	Details
Program Name	[e.g., "Product NPS Program"]
Owner	[PM or CX lead name]
NPS Type	[Transactional / Relational / Both]
Survey Tool	[Delighted / Wootric / Satismeter / Custom in-app]
CRM Integration	[e.g., "Responses sync to HubSpot contact records"]
Launch Date	[Date]
Current NPS	[Score, or "Baseline TBD"]
Target NPS	[Score]

Survey Design

Primary question (standard NPS):

"How likely are you to recommend [Product] to a colleague or friend?"

Scale: 0 (Not at all likely) to 10 (Extremely likely)

Follow-up question 1 (conditional):

Score	Follow-up Question
0-6 (Detractor)	"What is the primary reason for your score?" [Free text]
7-8 (Passive)	"What could we do to earn a higher score from you?" [Free text]
9-10 (Promoter)	"What do you value most about [Product]?" [Free text]

Follow-up question 2 (optional):

"Which area of [Product] matters most to you right now?"

[Multiple choice: e.g., "Performance / Features / Pricing / Support / Integrations / Other"]

Survey length: 2-3 questions. Do not add more. Every additional question reduces response rates.

Audience and Cadence

Transactional NPS:

Trigger	Timing	Audience	Frequency Cap
[e.g., "30 days after signup"]	[30 days post-signup]	[All new users who have been active in the past 7 days]	[Once per trigger event]
[e.g., "After support ticket resolution"]	[24 hours after ticket closed]	[Users who submitted a support ticket]	[Max once per 90 days]
[e.g., "After major feature use"]	[After 5th use of feature X]	[Users of feature X]	[Once per feature lifecycle]

Relational NPS:

Cadence	Timing	Audience	Exclusions
[Quarterly]	[First Monday of quarter]	[All active users (logged in within 30 days)]	[Users who received transactional NPS in past 30 days]

Suppression rules:

☐ No user receives more than 1 NPS survey per 90 days (across all trigger types)
☐ Users who unsubscribed from marketing emails are excluded
☐ Free trial users in their first 7 days are excluded (too early for meaningful feedback)
☐ Internal test accounts are excluded

Scoring and Segmentation

Score categories:

Category	Score	Typical %	Description
Promoter	9-10	[X%]	Loyal advocates who will refer others
Passive	7-8	[X%]	Satisfied but not enthusiastic; vulnerable to competitors
Detractor	0-6	[X%]	Unhappy; risk of churn and negative word-of-mouth

NPS = % Promoters - % Detractors

Segmentation dimensions (for analysis):

Dimension	Values	Purpose
Plan type	[Free / Starter / Pro / Enterprise]	Identify satisfaction gaps by tier
Tenure	[0-30d / 31-90d / 91-180d / 180d+]	Track satisfaction over the customer lifecycle
Use case	[Derived from product usage or follow-up Q2]	Understand which use cases drive satisfaction
Company size	[1-10 / 11-50 / 51-200 / 200+]	Spot enterprise vs. SMB differences

Closed-Loop Workflow

Detractor response (score 0-6):

Step	Action	Owner	Timeline
1	Slack alert to #nps-alerts with score, user info, and verbatim	Automated	Immediate
2	CS manager reviews and assigns to appropriate team member	CS Manager	Within 4 hours
3	Personal outreach (email or call) to understand the issue	CS Rep or PM	Within 48 hours
4	Log issue in product feedback tracker with NPS tag	CS Rep	After outreach
5	Follow up with resolution or status update	CS Rep	Within 7 days
6	Re-survey after 90 days to measure recovery	Automated	90 days later

Passive response (score 7-8):

Step	Action	Owner	Timeline
1	Tag contact as "Passive" in CRM	Automated	Immediate
2	Add to targeted email sequence highlighting new features	Marketing	Next business day
3	If verbatim mentions a specific gap, route to PM	CS Manager	Within 1 week

Promoter response (score 9-10):

Step	Action	Owner	Timeline
1	Tag contact as "Promoter" in CRM	Automated	Immediate
2	Send "Thank you" email with review request (G2, Capterra)	Automated	Immediate
3	Add to case study and referral candidate lists	Marketing	Weekly review
4	Invite to beta program or advisory board	PM	Quarterly review

Reporting

Report	Cadence	Audience	Content
Real-time dashboard	Live	Product team	Current NPS, response volume, recent verbatims
Monthly trend report	Monthly	Product + CS + Exec	NPS trend, segment breakdown, top themes, action items
Quarterly deep dive	Quarterly	Leadership team	YoY comparison, cohort analysis, competitive benchmark, strategic recommendations

Trend Tracking

Period	Responses	Promoters	Passives	Detractors	NPS	Change
[Q1 2025]	[N]	[%]	[%]	[%]	[Score]	[Baseline]
[Q2 2025]	[N]	[%]	[%]	[%]	[Score]	[+/-]
[Q3 2025]	[N]	[%]	[%]	[%]	[Score]	[+/-]
[Q4 2025]	[N]	[%]	[%]	[%]	[Score]	[+/-]
[Q1 2026]	[N]	[%]	[%]	[%]	[Score]	[+/-]

Filled Example: B2B SaaS NPS Program

Program Overview

Field	Details
Program Name	TaskFlow Product NPS Program
Owner	Maria Chen (PM) + Lisa Park (CS Lead)
NPS Type	Both: Transactional (30-day post-signup) + Relational (quarterly)
Survey Tool	Delighted (in-app + email)
CRM Integration	Responses auto-sync to HubSpot contacts; Detractor alerts to Slack #nps-alerts
Launch Date	January 2025
Current NPS	42 (Q4 2025)
Target NPS	55 (Q4 2026)

Trend Data

Period	Responses	Promoters	Passives	Detractors	NPS	Change
Q1 2025	312	48%	29%	23%	+25	Baseline
Q2 2025	347	51%	28%	21%	+30	+5
Q3 2025	398	54%	27%	19%	+35	+5
Q4 2025	421	56%	30%	14%	+42	+7
Q1 2026	445	58%	28%	14%	+44	+2

Top Detractor Themes (Q1 2026)

Theme	Mentions	Example Verbatim
Reporting limitations	18 (29%)	"I can't build custom dashboards. I export to Google Sheets every week."
Mobile experience	14 (23%)	"The mobile app is barely functional. I can only read, not edit."
Integration gaps	11 (18%)	"No native Slack integration means I miss updates."
Performance (large projects)	9 (15%)	"Projects with 500+ tasks slow to a crawl."

Closed-Loop Results (Q1 2026)

Metric	Value
Detractor outreach rate	100% (62/62 contacted within 48 hours)
Detractor recovery rate	34% (21/62 improved score by 3+ points on re-survey)
Promoter review conversions	28 G2 reviews generated from 258 Promoter asks (10.9%)
Passive-to-Promoter conversion	14% (17/118 moved to 9-10 on next survey)

Key Takeaways

NPS is a program, not a survey. The survey is the starting point; the follow-up workflows create the value
Run both transactional (event-triggered) and relational (quarterly) NPS for complete coverage
Cap survey frequency at one per user per 90 days to prevent fatigue
Close the loop: contact every Detractor within 48 hours, invite every Promoter to review
Track NPS trends quarterly and segment by plan type, tenure, and use case

About This Template

Created by: Tim Adair

Last Updated: 3/4/2026

Version: 1.0.0

License: Free for personal and commercial use

NPS Program Template