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Earned Advocacy Score template

Measure what customers actually did, for you and against you

Five questions for customers of three months or more: whether they recommended you and why, what held them back, whether they discouraged anyone and what made them do it. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this Earned Advocacy Score survey tells you

An Earned Advocacy Score survey asks about past behavior instead of intent: whether customers have actually recommended you, and whether they have actually warned someone off. This template takes about a minute: two yes or no questions, each followed by an open question on the reason, so you get both the number and the story behind it.

It is written for an email Usertick sends to customers of three months or more, with the first yes or no question inside the email. The same survey runs as a link in your own customer emails or as a popup in your web app, and it pairs well with an NPS survey sent a few weeks apart.

Usertick reads each written reason, files it under a category from your list, such as support and service or pricing and value, and marks it as praise, a complaint or an idea, with an urgency. Results shows the share that said yes to each question, and selecting Yes on the second narrows the page to the customers who discouraged someone.

In an emailAs a linkOn your websiteAs a conversation
Questions
5
Time to answer
About a minute
Written for
An email to customers of three months or more
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 5 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 5 · Yes / No

Have you actively recommended us to others?

Why ask it
Having recommended you is a fact the customer can recall, which makes it a firmer signal than likelihood to recommend. A No goes to question 3 to ask what held them back.
What you learn
Results shows the share that said yes, against the period before and over time.
Make it yours
Keep it first, since a yes or no question is answered inside the email.
Question 2 of 5 · Text · Optional

What made you recommend us?

Why ask it
The reason behind a recommendation is the story customers tell others, and that story is the message your marketing should repeat.
What you learn
Usertick reads each answer, gives it a theme from your list and a type such as praise, so the reasons customers recommend you rank by theme.
Make it yours
As written, customers who answer Yes continue to question 3 after this one, so set this question's fallback to question 4 and they skip it.
Question 3 of 5 · Text · Optional

What has kept you from recommending us?

Why ask it
Customers who haven't recommended you have a reason: no one to tell, a doubt about the product or a bad experience.
What you learn
Usertick gives each answer a theme, a type and a sentiment, so a product doubt reads apart from a customer who simply has no one to tell.
Make it yours
Read the complaints first: a reason such as slow support is a churn risk as well as lost word of mouth.
Question 4 of 5 · Yes / No

Have you actively discouraged anyone from choosing us?

Why ask it
Discouraging someone is the costly behavior that a score of intent can't show. A No ends the survey.
What you learn
The share that said yes. Subtract it from the share who recommended you in question 1 to get one advocacy number to track over time.
Make it yours
Keep the rule that ends the survey on No, so customers who discouraged nobody finish here.
Question 5 of 5 · Text · Optional

What made you discourage them?

Why ask it
The reason a customer warned someone off is the most urgent feedback in the survey, since it is already costing you business.
What you learn
Usertick gives each answer a category, a type and an urgency, and each response a customer risk reading, so the answers to act on first stand out.
Make it yours
On every plan, post every answer here to Slack or Microsoft Teams with a workflow, so the account owner hears it right away.

What the answers show

Results turns each question into numbers you can follow week by week.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Earned Advocacy Score (EAS) in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Fix the branch after question 2

    Set question 2 to go to question 4, so customers who recommended you aren't asked what kept them from recommending.

  2. 02

    Send it to established customers

    Pick customers of three months or more, who have had time to recommend you, and add them to a contact list for the send.

  3. 03

    Run it next to NPS

    Send NPS and this survey to the same customers a few weeks apart, and compare intent with behavior. A promoter who never recommended you has the intent without the occasion.

  4. 04

    Act on every warning

    Give every answer to question 5 an owner in the inbox and a note on the follow-up, so each one gets a reply.

NPS surveysEmail surveysChurn questions

More NPS templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
NPSNet Promoter Score (NPS)Measure how likely customers are to recommend you, and hear the reason behind each score. Send it every quarter by email or in the app to track loyalty over time.
NPSNPS deep diveGo beyond the score: see which parts of your service drive it and the one change that would raise it. Send it twice a year to customers who've been with you for three months or more.
CSATCustomer satisfaction (CSAT)Find out how satisfied customers are with a purchase, a visit or a support conversation. Send it within 24 hours, while the experience is still fresh.
Customer effortTask effort reviewMeasure the effort and time a key task takes, and find the step that slows people down. Show it after someone finishes a long task, such as an import or their first report.

Frequently asked questions

Results shows the share who said yes to each question. Subtract the share who discouraged someone from the share who recommended you to get one number you can track for any date range.

NPS asks how likely customers are to recommend you; this survey asks whether they did, and whether they warned anyone off. Running both shows where intent and behavior differ.

Customers who have used you for at least three months, so they have had a chance to talk about you. Newer customers have little to report.

As written, yes: a Yes on question 1 goes to question 2 and then on to question 3. Set question 2 to go to question 4 to skip it.

Contact them. Each answer sent by Usertick email is tied to the customer's contact, so you know who wrote it; give the response an owner in the inbox and follow up.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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