B2B NPS questions

In a business relationship you rarely have one customer per account. There is the person who signed the contract, the people who use the product, perhaps an administrator and someone in finance. Each of them can recommend you or warn others off, and each sees a different part of your service.

A B2B survey therefore asks several people per account, words the question for each role and reads the answers per account as well as per person. One unhappy decision maker can outweigh a team of happy users when the renewal comes up.

Questions to ask

How likely are you to recommend [Company] to a peer at another organisation?
"A peer at another organisation" matches how business recommendations happen: between people in similar roles at different companies.
What would need to change for [Company] to keep working well for your organisation?
For detractors who make decisions. It points the answer at the account's needs and often reveals what is at stake at the next renewal.
What difference has [Company] made for your organisation?
For promoters among decision makers. The answers are outcomes in the customer's words, which account managers can use when the budget is reviewed.
How easy is it to work with our team?
Covers the parts of a B2B relationship that are not the product: contracts, invoicing, account management, security reviews.
Who else in your organisation should we ask?
An optional question for the main contact. It helps you reach the users and decision makers you do not know yet, with the contact's blessing.

Ask several people per account

Survey the decision maker, the administrator and a sample of everyday users of each account, and record the role with every answer. Report the scores by role and by account, and look closely at accounts where the roles disagree.

Do not survey the same contact about the same thing from several teams at once. Agree on one owner per account for the survey and one place where all the answers end up.

Follow up as an account

A low score from an important contact deserves a conversation with the account manager, not an automated email. Bring the comments to the next account review and report back what changed because of them.

How the answers are scored

Answers of 9 or 10 count as promoters and answers from 0 to 6 as detractors; the Net Promoter Score is the percentage of promoters minus the percentage of detractors.^{Source [1]} What counts as a good score depends on the industry and the survey method: see thecited NPS benchmarks.

Keep going

Answers to the follow-up question are often feature requests. On afeedback board they are counted with everyone else’s requests, and the people who asked hear when they ship.

Frequently asked questions

How do I calculate NPS for a B2B account with several contacts?

Score every person as usual, then report per account as well as overall. Many teams also look at the decision maker's answer on its own, because it weighs most at renewal.

Should B2B surveys be anonymous?

Usually not. In a business relationship, the value lies in following up with the account. Tell people who will read their answer and ask before contacting them.

How often should B2B customers get an NPS survey?

A relationship survey a few times a year per contact is usual, timed away from renewal negotiations so the answers are not part of the bargaining.

Sources

Bain & Company, “Measuring Your Net Promoter Score”: www.netpromotersystem.com/about/measuring-your-net-promoter-score/, retrieved 2026-10-25.

Net Promoter, NPS and Net Promoter Score are trademarks of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld.

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UpVoiced is adding NPS and CSAT microsurveys to its widget; they are coming soon and not available yet. Its feedback board, roadmap and changelog are in development, and you can try them on a fictional demo.

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