Templates · NPS comments

NPS Comment Analysis Template (free)

Structure your NPS open-ended responses into clear themes and actionable insights so you know exactly what to fix, improve, or double down on.

Free to copyNo sign-upReviewed by Junu Yang

What is in it

Template components

Response Collection
List all raw NPS open-ended comments you received in this analysis period, including the respondent's score if available.
Example: Score 9 — "Love the speed and the new dashboard layout. Just wish we could export reports as PDF." | Score 4 — "Onboarding was confusing and support took 3 days to respond." | Score 7 — "Good product but pricing feels high compared to alternatives."
Theme Grouping
Group similar comments into named themes, and note how many responses mention each theme to understand relative frequency.
Example: Theme: Onboarding Friction — 14 mentions | Theme: Pricing Concerns — 9 mentions | Theme: Speed & Performance (positive) — 21 mentions | Theme: Support Response Time — 7 mentions
Sentiment & Impact Rating
For each theme, note whether sentiment is positive, negative, or mixed, and rate its potential business impact on a scale of 1–3.
Example: Onboarding Friction — Negative — Impact: 3 (high, affects activation) | Speed & Performance — Positive — Impact: 2 (reinforce in marketing) | Pricing Concerns — Negative — Impact: 2 (monitor for churn risk)
Recommended Actions
For each high-impact theme, write one specific next step and assign it to the team or person responsible for following up.
Example: Onboarding Friction → Audit the first 3 onboarding steps and add a progress indicator — Owner: Product team | Support Response Time → Set up an auto-acknowledgment email within 1 hour — Owner: Customer Success lead

The template

The full template, ready to copy

NPS Comment Analysis Template
[Analyst] · [Date] · [NPS open-ended comments]
1. Analysis Setup
Data source
[NPS open-ended follow-up comments collected from promoters, passives, and detractors in usercall.co surveys]
Date range
[Example: Jan 1, 2026 – Mar 31, 2026]
Analyst name
[Example: Priya Shah, UX Research]
Research question this analysis answers
[Example: What are the main drivers of promoter enthusiasm, passive hesitation, and detractor dissatisfaction in recent NPS feedback?]
Tip: Be explicit about the question before coding. A focused question helps you decide what to tag and what to ignore.

2. Step 1 — Code Your Excerpts
Excerpt [1]
"Once we got everything connected, the team started using it daily and it's honestly saved our CS leads a ton of time. The only rough part was setup — figuring out the first workflow took longer than it should have."
onboarding friction ROI signal
Excerpt [2]
"I like the product, but we still can't do role-based routing the way we need to. That's kind of a blocker for rolling it out to the full support org."
feature gap
Excerpt [3]
"Support was actually great. We hit a weird issue with imports and someone got back to us in like 20 minutes with a workaround and then followed up the next day."
support experience
Excerpt [4]
"The UI is clean and most of the team picked it up without training, which is rare for us. I just keep getting pushback from finance that the per-seat pricing feels steep for occasional users."
ease of use praise pricing concern
Excerpt [5]
"We're not churning yet, but we're comparing you pretty closely to a competitor that has deeper Salesforce integration out of the box. Right now it feels like we'd have to patch too much ourselves."
competitor preference feature gap
Excerpt [6]
"The product does what we need and I can point to faster response times since we rolled it out, so that's a win. But onboarding was messy — too many steps, too many settings, not enough guidance."
ROI signal onboarding friction
Excerpt [7]
"Honestly the biggest issue is I can't justify the price yet. For a smaller team like ours, the value might be there later, but right now it feels ahead of what we're ready to spend."
pricing concern ROI signal
Excerpt [8]
"I recommend it because it's easy to use and way less clunky than the tool we replaced. That said, if support had been slower during the first month, we probably would've had a very different experience."
ease of use praise support experience
Tip: A good code is short, specific, and reusable. It should describe the core idea in the excerpt without simply repeating the entire quote.

3. Step 2 — Group Codes into Themes
Tip: In this step, move from granular labels to bigger patterns. You are clustering related codes from Step 1 into broader themes that answer the research question.
Onboarding & Setup
Comments in this theme describe the experience of getting started, configuring workflows, and reaching first value.
onboarding friction · 2 excerpts ease of use praise · 2 excerpts
Product Gaps
This theme captures unmet product needs, missing functionality, and comparison points where alternatives appear stronger.
feature gap · 2 excerpts competitor preference · 1 excerpt
Value & ROI
These comments point to whether customers can see measurable impact and whether that impact feels meaningful enough to justify continued use.
ROI signal · 3 excerpts
Pricing Perception
This theme covers reactions to price, seat model concerns, and whether cost feels aligned with current customer needs.
pricing concern · 2 excerpts ROI signal · 3 excerpts
Support Quality
Feedback in this cluster reflects how much responsive, effective support shapes customer confidence and retention.
support experience · 2 excerpts

4. Theme Summary Cards
Onboarding & Setup · 4 total excerpts
Key insight: Customers often see value after adoption, but early setup friction can slow activation and dampen first impressions.

Representative quote: "Once we got everything connected, the team started using it daily and it's honestly saved our CS leads a ton of time. The only rough part was setup — figuring out the first workflow took longer than it should have."

Recommended action: Simplify initial configuration with guided setup, best-practice defaults, and clearer onboarding checklists.
Product Gaps · 3 total excerpts
Key insight: Missing workflow and integration capabilities are limiting expansion and making competitor alternatives more attractive.

Representative quote: "We're not churning yet, but we're comparing you pretty closely to a competitor that has deeper Salesforce integration out of the box. Right now it feels like we'd have to patch too much ourselves."

Recommended action: Prioritize the highest-frequency missing capabilities and create a clear roadmap message for at-risk accounts.
Value & ROI · 3 total excerpts
Key insight: Positive NPS sentiment is often tied to visible operational gains, but customers need help connecting product usage to measurable outcomes.

Representative quote: "The product does what we need and I can point to faster response times since we rolled it out, so that's a win. But onboarding was messy — too many steps, too many settings, not enough guidance."

Recommended action: Arm CS and marketing with ROI proof points, benchmarks, and customer-facing value reviews.
Pricing Perception · 2 total excerpts
Key insight: Price concerns are less about absolute cost alone and more about whether packaging matches team size, usage frequency, and current maturity.

Representative quote: "Honestly the biggest issue is I can't justify the price yet. For a smaller team like ours, the value might be there later, but right now it feels ahead of what we're ready to spend."

Recommended action: Review packaging and pricing for lighter-use teams, and test clearer messaging on who the current plans are best for.
Support Quality · 2 total excerpts
Key insight: Fast, human, high-quality support strengthens promoter sentiment and can offset friction during the first month of use.

Representative quote: "Support was actually great. We hit a weird issue with imports and someone got back to us in like 20 minutes with a workaround and then followed up the next day."

Recommended action: Preserve response-time strengths, document high-impact support moments, and feed recurring support issues back into onboarding and product improvements.

5. Analysis Wrap-Up
Top finding
[Example: Customers clearly value usercall.co once live, but setup friction and missing advanced capabilities are shaping passive and detractor feedback.]
Most urgent theme
[Example: Onboarding & Setup]
Recommended next step
[Example: Review all onboarding-friction excerpts with Product and Customer Success, then prioritize 2–3 setup improvements for the next release.]
Share with (stakeholder)
[Example: Head of Product, Customer Success Lead, Support Manager]
Date completed
[Example: Apr 8, 2026]
Tip: End with a decision-oriented summary. The goal is not just to identify themes, but to help stakeholders act on them.

How to use

How to use it

  1. Export your NPS comments
    Pull all open-ended responses from your NPS survey tool (Delighted, Typeform, SurveyMonkey, etc.) into a spreadsheet alongside each respondent's numerical score.
  2. Read through and tag each comment
    Assign one or two theme tags to every comment — for example "onboarding," "pricing," or "support" — so you can group them in the next step.
  3. Fill in the Theme Grouping and Sentiment sections
    Tally how many comments share each tag, decide whether the overall sentiment is positive or negative, and rate the business impact so you can prioritize.
  4. Define one action per high-impact theme
    Write a single, specific next step for every theme rated impact 3 or 2, name the owner, and add it directly to your team's backlog or sprint.

Filled in

What it looks like filled in

Onboarding Friction
"I signed up excited but had no idea what to do first. The setup wizard disappeared and I couldn't find it again."
→ Re-surface the setup checklist persistently in the dashboard until all steps are complete
Speed & Performance
"Honestly the reason I give it a 9 is how fast everything loads. Switched from a competitor and it's night and day."
→ Add a performance benchmark callout to the sales and marketing site to reinforce this differentiator
Missing Export Features
"Would give a 10 if I could export my reports as a PDF or share a live link with clients who don't have an account."
→ Add PDF export and shareable read-only report links to the Q3 product roadmap

Or skip it

Why teams skip the template

Usercall reads the NPS comments for you and drafts the themes, quotes and recommendations. See how qualitative analysis works.

  • Tagging hundreds of comments by hand takes hours
    Manually reading and categorizing every open-ended NPS response is tedious, and themes you're already primed to see tend to get over-counted while subtle patterns get missed entirely.
  • Theme naming is inconsistent across team members
    When two people tag the same batch of responses, they rarely use the same labels — making it impossible to reliably compare NPS feedback across months or between segments.
  • The template becomes stale the moment new responses come in
    NPS comments arrive continuously, so a spreadsheet analyzed once a quarter gives you a snapshot that's already weeks out of date by the time you act on it.

Reviewed by

Founder of Usercall. 15+ years in qualitative research and insight led strategy

Analyze your NPS comments automatically — no template needed

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