How often should NPS Survey's be sent out?

Hi,

My team is reviewing options to update the implementation of our NPS program. The aim will be to keep up to date on the current sentiment of the customer. If they are a promoter we want to better understand why they enjoy working with us, and if they are passive or detractor we plan on adding a follow-up question to better understand what improvements they'd like to see.

What I'm looking for help with is:
1. How often should a survey be sent out (i.e. every 90 days, or immediately after key events like QBRs, Kick-offs, Go-Lives, etc..)
2. Should the frequency change based on the recipient i.e. main day to day contacts vs. executive sponsors

Thanks!

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