Recommendation Scorecard
A short scorecard that turns a vague sense of how customers feel into one clear number out of 100, plus three category scores that explain it. It measures whether you delivered, how easy you were to deal with, and whether people feel valued enough to choose you again, so you know precisely where to act.
What the questions look like
Real questions from the template, shown in full. You can edit every one of them.
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If someone in your line of work asked you where to go for this, how strongly would you point them to us?0 - I would not510 - Without hesitation
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Did what we delivered do the job you needed it to do?0 - Not at all510 - Completely
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How much chasing did it take to get what you needed from us?0 - Constant chasing510 - None at all
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Do you feel like a valued customer or an account number?0 - Account number510 - Valued customer
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What is the one thing that would move your answer up by two points?Open text answer
An example result
Each scored question is answered 0 to 10 and converted to a 0 to 100 value. The core recommendation question is double weighted, everything else single weighted. The 'did we put it right' question is excluded and the weights renormalised when the customer says nothing went wrong. The headline Recommendation Score is the weighted average across all scored questions, shown out of 100, alongside three category scores for Delivery, Effort and Relationship.
This customer is happy but not yet doing your marketing for you. Their lowest category was Effort, so make the next interaction friction free: confirm next steps in writing and remove one chasing point from the journey. Then ask directly for the referral they are already inclined to give.
| Advocate (85-100) | They will recommend you unprompted. Ask them to. |
| Supporter (70-84) | They are happy but will not do your marketing for you yet. |
| Neutral (50-69) | They are getting the job done elsewhere too. Nothing is holding them. |
| At risk (0-49) | Something specific is wrong, and the final open question will usually name it. |
Who it is for
For any business that wants to measure customer loyalty and act on it, not just record it. Send it after a project, a purchase or a renewal to see who will refer you, who is about to leave, and what to fix first.
Related templates
Churn Risk Scorecard
Spot the customers quietly drifting away, so you can step in before they cancel, not after.
Customer Effort Scorecard
Measure how hard your customers have to work to deal with you, because effort is what quietly drives them away.
Product Value Survey
Learn how much your product really matters to customers, and what would make it a must-have for more of them.
Questions about this template
How is the score calculated?
Every scored answer runs 0 to 10 and is converted to a value out of 100. The main recommendation question counts double, the rest count once, and the headline score is the weighted average. Three category scores sit beneath it so you can see which part of the experience is pulling the number down.
How many customers do I need before it is useful?
Each individual response is already useful because it names a specific weak spot and includes an open answer you can act on. Patterns across a category become clear once you have gathered a handful of responses.
Can I add my own branding?
Yes. Add your logo and colours, change the questions, and rename the result bands to suit your business before you share it.