A common question seeks to understand whether the user would recommend the item to others:
|Image source: from an American Express survey|
I've always found that an odd question. To me it displays clear naivety on the part of the organisation asking the question. In fact, to my mind, I reckon it is a contra-intuitive question.
Think of it this way. We all crave good interaction with other people. When we meet with others we want to discuss things of importance to us - our relationships, our health, the latest gossip and news. How often does conversation break into a monologue of how great our credit card is? Seriously? Thus, I would not want customers who were so simple in their interactions with others such that their recommendations were front of mind.
The better question to ask is:
"Given the opportunity, would you tell a friend that you were
satisfied with your [insert product or service name]".
This question acknowledges that you are not so banal to be a talking sandwich board yet it still captures your level of interest.