How to Make a Customer Loyalty Survey (+ Questions to Include)
Published: March 05, 2021
Customer loyalty is a customer's willingness to make repeat purchases from your business regardless of how many competitors offer the same products or services. Customers usually become loyal after delightful experiences with your brand, whether that means exceptional customer service or products that go above and beyond in meeting their needs.
Your loyal customers also drive revenue and attract new customers through word-of-mouth marketing . When they’re satisfied, they won’t hesitate to tell everyone they know — from friends and family to strangers online — about your brand.
As nice as it is to have loyal followers, it’s important to prioritize different levels of customer loyalty. Some may need more nurturing to make repeat purchases, while others are already committed to being lifetime supporters. Therefore, it’s also important to understand where your customers fall on the loyalty ladder .
One of the ways to figure out where your customers stand is through customer loyalty surveys. This post will explain what a customer loyalty survey is, outline how to create your own, and suggest questions to include in your survey.
What is a customer loyalty survey?
A customer loyalty survey is a questionnaire that’s sent to customers to measure their commitment to your brand. It measures their trust levels, the likelihood of recommending your brand to others, and whether they’d make repeat purchases.
Although they’re similar, loyalty surveys shouldn’t be confused with customer satisfaction surveys . Satisfaction surveys focus on the past (experiences with products or customer support), and loyalty surveys focus on the future (if they’ll ever do business with you again).
For example, a business would send out a satisfaction survey after a support call. It would contain questions about how well a representative solved their issue or if they still need help. The same business could send out a loyalty survey after a product is purchased and ask if they would recommend it to a friend.
Next, we’ll go over key considerations for creating a customer loyalty survey for your business.
How To Make a Customer Loyalty Survey
A critical step in creating your survey is understanding the information you’re hoping to collect. There are three areas that customer loyalty questions can address:
- Customer Retention : retention questions tell you whether a customer would ever consider a competitor or if they’re completely loyal to your business. Retention can also be called lifetime value.
- Advocacy: these questions let you know how likely a customer is to recommend you to friends, family, or other consumers. Advocacy is also referred to as Net Promoter Score® .
- Purchasing power: sometimes called repeat purchase ratio, answers to these questions explain the extent to which a customer will make repeat purchases or increase their purchasing behavior.
Your survey questions can address a single aspect of customer loyalty or a combination of the three. It’s also essential to decide on a measurement scale . There are a variety of options available, and here are some examples:
- Likert scale : this unit of measurement is a five to seven-point scale of numbers that align with phrases like “not at all likely,” or “highly likely.” The image below is an example of a Likert scale.
- Dichotomous scale: this scale typically offers two straightforward responses, like “yes,” or “no.” They’re quick and easy to answer and don’t leave much room for interpretation. The image below is an example of a dichotomous scale.
- Open-ended: these questions require customers to input responses in an empty text field. It produces qualitative feedback from customers that’s more in-depth and personalized than the other scale items. The image below is an example of an open-ended question.
Lastly, the survey should require minimal customer effort. Asking questions that require a significant amount of thought or asking for too much information at once may cause incomplete responses.
Given these factors, let’s go over some sample questions you can include in your loyalty survey.
Customer Loyalty Survey Questions
You can include all of the questions below in a customer loyalty survey. Many of them address various aspects of loyalty and can be used interchangeably.
1. How likely are you to recommend [product, service, business name, brand] to others?
This question addresses advocacy, and responses will give you a sense of your customers’ promotional value. There can be different iterations of this question depending on the scale you use. For example, a dichotomous scale question could be “Would you recommend [product, service, business name, brand] to others?”
2. How long have you been involved with our business?
This question explains retention and lifetime value. You can use a Likert scale for this question or accept open-ended responses.
3. How likely are you to switch to a competitor?
Responses to this question will address customer retention as well as loyalty. With a Likert scale, lower numbers will indicate loyal customers while higher numbers will indicate that customers are lower on the customer loyalty ladder and may still be considering competitors.
If you’re using a dichotomous scale, you could write this question as “Would you ever buy [product name, service name, etc.] from another company?”
4. Would you be willing to try our other [products, services, etc.]?
This question addresses purchasing power, and a dichotomous scale would provide you with straightforward answers. But, if you’d like to use a Likert scale instead, you can word this question as, “How likely are you to try our [product name, service name]?”
5. Would you purchase [product name, service name, etc.] again?
Like question four, responses to this question explain both purchasing power and lifetime value. You’ll understand if customers would repurchase a product or move on to a competitor. If you’re using a Likert scale, the question could be “How likely are you to purchase [product name, service name, etc.] again?”
6. Would you be interested in a loyalty program?
This question also addresses retention and purchasing power, as loyalty programs typically offer rewards after a certain number of purchases. A customer would need to continue making purchases to receive rewards, inspiring both loyalty and driving revenue.
If you’re using a Likert scale, the question could be, “How likely are you to enroll in our loyalty program?”
7. How satisfied are you with our business?
Although this question mentions satisfaction, it can also explain advocacy and retention. Customers reporting higher satisfaction levels are probably more loyal, more likely to make repeat purchases, and more likely to recommend you to others.
8. Would you continue to do business with [company name] if prices increased?
This question addresses retention because responses let you know that your customers are loyal to your products not because of the cost but because they’re valuable. Essentially, they would make repeat purchases despite higher costs. The question can be reworded to “How likely are you to purchase [product or service name] again if the price increased?” for a Likert scale.
9. Would you consider yourself a loyal customer of [business name]?
A straightforward question for a straightforward answer; it’s a different way of asking questions one and three. You can write this question as “On a scale of [metric numbers] how loyal do you consider yourself to be to [business name]?” for a Likert scale.
10. I purchase products from [business name] because I want to, not because there isn’t an alternative.
You can pose this question on a Likert scale, and responses will provide insight into customer retention.
Don't Assume Loyalty, Ask About It
Although it would be nice, you can’t assume that customers are loyal just because they seem loyal.
A customer may like your product because it’s affordable, but a price increase would prompt them to switch to a competitor. Also, since brand commitment to social issues is increasingly important, a long-time customer may drop your company and never look back after your business makes a PR mistake — like making an inappropriate comment online.
In sum, directly asking your customers how they feel is the best way to understand their commitment to your company, and a customer loyalty survey will give you the information you need to retain their business.
Once you’ve created your survey and collected data, learn how to analyze the results .
Net Promoter, Net Promoter System, Net Promoter Score®, NPS®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.
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Blog Best Of
11 Best Customer Loyalty Survey Questions You Need to Ask
28 December 2022
10 min read
Table Of Contents
- Best Customer Loyalty Questions
What is a Customer Loyalty Survey?
- Importance of Customer Loyalty Surveys
How to Measure Customer Loyalty
How to increase customer loyalty.
Do you want your customers to stay with you and keep purchasing (or renewing) your products? A customer loyalty survey can help you with that!
Everything that you do revolves around making your customers happy. Every good business goes out of its way to create fantastic experiences for its customers.
The ones that don’t have a hard time retaining customers. So having loyal customers is something you need to strive for.
The 11 Best Customer Loyalty Survey Questions for 2023
- he Importance of Customer Loyalty Surveys
Now, let’s go through the 11 best customer loyalty survey questions that you need to ask.
1. How likely are you to recommend our services?
- Very likely
- Somewhat likely
The fact that your customers are likely to recommend your service to their friends and family is one of the best indicators of loyalty. It shows that they love what you offer to them.
2. How likely are you to continue using our services?
This is yet again an indicator of your customers staying with you. The ones who respond with ‘Very Likely’ are the ones who say that they will buy from you again.
By asking the right questions in your customer loyalty survey, you will be able to elicit answers that can help you understand and measure the loyalty of your customers. So, we created this sample customer loyalty questionnaire starter pack.
Customer loyalty tracking is available on SurveySparrow with our Executive Dashboard . You can try this feature (and all others) and the above customer loyalty survey template with a free account.
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3. How convenient do you think our product or service is?
The answer to this question will get you feedback on how your product or service is structured. It will give you an answer to how you can meet your customer’s requirements so that you can convince them to stay with you.
4. Would you be interested in checking out other products or services?
It is a ‘Yes’ or ‘No’ question, and obviously, the ones who say yes have had a great experience with you and are more likely to continue their patronage with you.
5. What do you like most about our service or product?
It is an open-ended question that can help you identify a lot of things about your service or product, depending on how verbose the customer is with their replies.
Based on this response, you can even ask follow-up questions that will help you solve the problem they are facing if any.
When you do so, you are more likely to come across as a responsible organization that cares about its customers, and it will surely fetch you brownie points, including loyalty.
6. What are the top three features that are most valuable to you in our product?
This question is something that SaaS businesses should surely ask. SaaS businesses usually offer a variety of features, and most customers don’t use all of them.
So if you get to know which are the features that are the most important for a majority of your customers, then you can ensure that those are your best talking points by making them stronger.
7. Were we able to meet your expectations in terms of product quality, features and build?
Your customers buy from you with the belief that your product will meet their expectations. If it does meet their expectations, they will be happy doing business with you.
You need to give them more reasons to continue doing business with you with impeccable customer service.
8. On a scale of 1-10 how satisfied are you with our organization?
This is almost similar to the NPS question, ao you can safely assume that the ones who respond with a 9 or 10 are extremely satisfied with your service.
They are not only likely to continue doing their business with you, but will also recommend your service to their friends and family.
9. How can we make our service delivery better?
You must be a totally customer-focused organization if you want the best for your customers.
Asking your customers directly if they have any opinion on how you can improve your service delivery is a sign that you want to give your best to your customers.
10. How helpful have we been in responding to questions and complaints?
The swiftness with which you respond to complaints should be at the same speed as sending invoices. Most businesses are good at the latter while the former doesn’t get the importance that it deserves.
If your customers know for sure that you will do everything in your power to solve their issues, they will never leave you.
11. How would you rate the value that we provide for the money that you pay?
This is an interesting question since not only does it dwell upon your pricing, but it is also an indicator of how much they value your product.
The answer to this can give you a lot of insights into these two factors.
A customer loyalty survey is used to measure brand loyalty . The results of a customer loyalty questionnaire are to understand whether they will stick with your business. Moreover, loyalty surveys will give you an idea of the kind of efforts that would be required from your customer loyalty programs to ensure that they continue giving their business to you.
While your customer feedback survey results might not be able to pinpoint your customer’s experience with you, it will give you an understanding of how happy they are doing business with you. Going through a sample customer loyalty survey will help you understand the kind of things that it will address.
The Importance of Customer Loyalty Surveys
#1. Customer retention : The backbone of most businesses is having loyal customers who will stay with you through thick and thin. When you have customers who keep giving you their business, it gives a sense of stability.
#2. Ease of upselling and cross-selling : While it is important that you have a new set of leads always in the reckoning, it is even more important for you to take care of your existing customers.
An existing customer is more valuable than a new customer. Why? Because they like doing business with you and are more likely to pay a premium for your new products. They will also be easy to upsell and cross-sell as they have a great relationship with you and trust your expertise.
#3. Measuring actual customer satisfaction : While most businesses understand that existing customers are important, the point that they miss out on is overestimating the latter’s reliance on you. In other words, most businesses assume that most of their customers are extremely satisfied with them.
That might not always be the case, and it is certainly the last thing that you should be relying on your intuition for. This is where customer loyalty survey questionnaires play a huge role.
#4. Getting competitive information : Asking customer loyalty survey questions will put you in a league separate from most of your competitors. In the customer loyalty survey, you need to ask the right questions so that you can get the details that you are looking for.
You can ask a variety of customer experience survey questions to understand what is going on in their minds. These loyalty questions are vital for cutting down on customer attrition .
In this world where competition is rabid, having loyal customers is the biggest gift any business can want. Thankfully, it is possible to quantify customer loyalty by measuring certain metrics . Here are some ways you can measure customer loyalty through loyalty questionnaires.
1. Net Promoter Score (NPS)
By asking a simple question, the NPS survey provides businesses with a great understanding of a customer’s loyalty. Regardless of which NPS software you use, it is always based on this question:
“How likely are you to recommend our service to your friends?”
The NPS scale is 1 to 10 and it segments the respondents in the following ways.
- Promoters – Those who give you a score of 9 or 10 are called promoters and they are the ones who not only love your brand but will also go out of their way to recommend you to their friends and family.
- Passives – They give you a score of 7 or 8. These are people who are satisfied with your service or product but will leave you if they find a better offer.
- Detractors – The ones that give you a score of 6 or lower are called detractors. They are the ones who are highly likely to badmouth you on social media or forums. They can do a lot of damage to your brand by sharing their negative experience with their immediate circle and on the internet.
Thanks to the NPS survey , you can take immediate steps to make amends with the detractors so that they can at least turn into passives. You can convert your passives into promoters as well.
Your NPS score can be calculated by subtracting the percentage of your detractors from the percentage of your promoters. Please do remember that your NPS score is the perception of your customers towards your brand, and does not necessarily talk about the quality of your products or services.
Related: 10 NPS Best Practices
2. Customer Lifetime Value (CLV)
It is considered as the total revenue you can expect from a customer over their lifetime. Not only does it help you identify your high net value customers, but it also helps you prioritize areas where you need to concentrate on.
The Customer Lifetime Value is also a great metric that your marketers should concentrate on as it helps them understand how much they should spend on acquiring customers. If your customer acquisition value is greater than CLV, then you are a business that is doomed to failure.
3. Customer Loyalty Index (CLI)
The Customer Loyalty Index is a standardized tool that is used to track customer loyalty over a period of time. There are a lot of things that go into successfully arriving at how loyal your customers are. The CLI takes factors like upselling numbers, cross-selling numbers, repurchasing, and NPS value to arrive at the number.
Here are the questions that are used extensively in CLI:
- How likely are you to recommend our service to your friends and family?
- How likely are you to buy from us again in the future?
The value of CLI is the average score of three responses. It evaluates the answers ranging from 1 to 6, with 1 being “Definitely Yes” and 6 standing for “Definitely No.”
4. Customer Engagement Score
If you want to know how loyal your customers would be, the answer lies in how engaged they are with your brand.
The Customer Engagement Score assigns a score to every customer based on the activity and the usage of their services. It groups customers into different segments to see how it performs against other segments and finds out who are the customers who are more likely to leave.
To track the engagement of these customers, it measures metrics such as activity time, visits frequency, core user actions.
We have told you how you can measure customer loyalty and 11 of the best customer loyalty survey questions that you can use to understand where your customer’s loyalty lies. Here are some tips on how to increase customer loyalty.
1. Connect with customers
Believe it or not, it is easier said than done. Make sure that your relationship with your customer is not just transactional. Your customers should feel as if they are not just a number for them. How can you do this? Reach out to them regularly to understand if their needs are being met.
Create a community of your customers where you help them out constantly with issues that they have. Use it as a platform to solve the problems that they face not only while using your products, but also to help them improve their business. Your community of customers can be turned into ambassadors for your brand if you use the right techniques.
2. Focus on customer experience
There is no way you can provide an excellent customer experience unless you do not have it in your business’ DNA. Everyone from customer-facing roles to executives should know that their ultimate aim is to make customers happy. You should even provide them leeways to take action that will bring delight to your customers.
If you can convince your customers that you provide the best experience among everyone in your niche, they will not find any other reasons to leave you at all. Even a single bad experience can turn a devoted customer away from you. That’s why it is necessary to create policies and procedures to ensure that customers are always taken care of.
3. Incentivise your customers to say
While survey incentives might not work for everyone, the good thing is that most customers will be happy to get something in exchange for their continued business. A good way to keep your customers happy is by rewarding them with some sort of incentive. There are different types of loyalty programs that are in place to ensure that you keep your customers with you.
4. Be reliable
When you keep your promises to your customers, they are more likely to find you as a reliable partner to do business with. Guess what, that’s an extremely attractive character to have, especially for a business. Business is all about relationships and one of the most important questions that most people want to know is if someone is reliable to work with or not.
5. Do not miss out on the details
Companies that have a lot of loyal customers are ones that do not forget to comb through details. As we mentioned earlier, even a small mistake can put you in a group of businesses that they do not want to touch anymore. Do you want to win the hearts of your customers? Then do not overlook the minutest of things. The customer loyalty survey results can help you find out areas that you have missed out on.
Customer loyalty is one of the most important metrics that a company needs to measure regularly. If it goes down, then it is an indicator that not a lot of things are going well for the company. It could even be as simple as a terrible onboarding process or the fact that your customer service department takes a few days more than necessary to respond to queries.
If you want to conduct a customer loyalty survey and are looking for the best online survey tool, SurveySparrow is your best bet. With a plethora of stunning features that can make all the difference to your customer loyalty surveys, it can be the game-changer that you are looking for when it comes to understanding how loyal your customers are.
If you want customer loyalty survey example questions, you will be able to find templates for the same on SurveySparrow. Apart from customer loyalty survey templates, you will find templates for many other things as well.
Get in touch with us to see how we can help you with your customer loyalty surveys.
Content Marketer at SurveySparrow
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