Customer loyalty questionnaire and templates examples

Turn your customers into advocates with these customer loyalty survey questions.

Use our free customer loyalty questionnaire template to help grow your business

In the long run, customer loyalty helps companies thrive. To grow the pool of customers committed to a brand, it's imperative to continually evaluate how happy they are. Customer loyalty questionnaires make it easier to retain their business. SurveyPlanet is here to help you create a survey that will deliver the insights you need to keep customers coming back for more.

What is customer loyalty?

It is the phenomenon of current consumers consistently choosing a company's services or products over those of competitors, whose attempts to persuade via prices or availability are not successful.

Instead, loyal customers trust a brand and continue to give it their business because they understand the value of its products. Plus, they tend to recommend products and services to other people. In other words, they are loyal customers who use and value products and services and act as advertisers.

Why is it important to make a good customer loyalty survey?

Customer loyalty is important because acquiring new patrons actually costs far more than retaining old ones. Therefore, it is vital to create quality customer loyalty questionnaires that measure current performance. With strong brand allegiance, a company’s future is more secure. Loyal customers help a business to consistently thrive, which alleviates the worry of taking a big hit in the marketplace during a downturn.

Investing time and energy in a brand-loyalty questionnaire for current customers not just lessens the chance that they abandon you but also creates an opportunity for further growth.

Devoted customers become walking advertisements by sharing with others how much they enjoy a brand—or a particular product—which will convince others to give them a try.

In the end, loyalty leads to higher profits. Conducting a customer retention survey is an easy way to pinpoint what exactly makes customers happy—or not. With this information, it is easier to strategize about how to give customers even more of what they like.

Customer loyalty index questionnaire

Customer loyalty is one of the most important metrics that any business tracks. It is a statistic that informs about how likely customers are to keep shopping with a company as opposed to switching to a competitor. Ideally, the number should be as high as possible. And there are ways to increase this number without making major changes to your business model.

The Customer Loyalty Index (CLI) is a standardized tool used to track customer loyalty over time (though it can't really be summed up in a single number). This is why the CLI takes into consideration multiple factors, such as Net Promoter Score (NPS), upselling, repurchasing, and other customer loyalty metrics.

Let's examine some of them.

How do you measure customer loyalty?

There are several ways to gauge the devotion of consumers to a brand:

  • Customer lifetime value: The CVL measures how much value an individual will bring to a company over their lifetime. Instead of assessing individual purchases, this number helps project a company's future success.
  • Repeat purchase rate: Customer loyalty levels can also be measured by determining the RPR. This is the percentage of the entire client base that conducts repeat business with a company.
  • Customer satisfaction score: The CSAT measures how pleased customers are with their overall experience with a brand or a particular interaction or experience. However, happy customers don’t always lead directly to revenue growth, so this isn’t necessarily the most suitable option for all types of surveys.
  • Net promoter score® (NPS®) is a questionnaire gauging how likely customers are to recommend a company’s services or products by asking respondents to answer questions on a scale of 1 to 10. Those who score a brand 6 or lower are considered detractors, while those who answer 7 or 8 are passive, and those at 9 or 10 are promoters. NPS is calculated by subtracting the total number of detractors from the total number of promoters, giving the percentage of customers likely to recommend a company.

Brand loyalty survey questionnaire and survey

A customer loyalty survey, also known as a brand loyalty questionnaire, helps evaluate customer satisfaction, trust, brand esteem, and the perceived value and quality of a company. Asking customer retention survey questions related to these subjects can provide insight into the areas that drive devotion to a brand.

Brand surveys help you stay on top of what your customers think, so you should invest some time into learning more about them. Building a solid brand is a long-term process; customer satisfaction and brand loyalty questionnaires help you accomplish that.

How to use brand-loyalty questionnaires to your advantage

Once you have sent out your brand-loyalty questionnaire, start preparing for the analysis phase. When reviewing the collected data, look for trends in different areas. First, examine questions about satisfaction. These will tell you whether customers are overall confident with your service or not.

Also, look at individual questions that pinpoint areas of satisfaction related to customer service or a particular product. Additionally, comparing results from a customer loyalty questionnaire with those from product surveys and customer satisfaction surveys can greatly help in market research.

Next, evaluate customer retention survey questions about trust in the company. These will communicate whether customers have confidence in your brand and why they do (or don’t). Customer loyalty survey questions related to brand esteem also provide insights into how customers feel about a brand’s familiarity and recognizability.

Customer retention survey questions and examples

With help from SurveyPlanet, you can create brand loyalty survey questions like:

If a competitor is selling the same products in a more convenient location, how likely are you to change your purchasing decisions?

  1. How likely would you switch brands if a competitor was cheaper?
  2. Do you find our brand high-quality?
  3. Do you trust our brand?
  4. Compared to our competitors, where do you rate our products/services on a scale from 1 to 10?
  5. How likely would you recommend our products to others?

Evaluate the results of a customer retention questionnaire

Finally, evaluate how consumers perceive quality and value. Do they find your services and products a good value? Are your products considered of high value compared to competitors?

Analyzing customer loyalty questionnaires will tell you which aspects of your business produce the most loyalty—and which don’t. Once a company's problem areas are identified, they can be addressed with action plans that will make consumers more devoted and satisfied with your services.

If your company offers a loyalty reward program, feel free to include survey questions about it. The results will give insight into how effective the program is at retaining business.

Customer loyalty program survey questions

  1. Have you ever participated in a customer loyalty program before?
  2. How important is it for you to receive rewards or benefits from a loyalty program?
  3. How often do you make purchases from the same company?
  4. What types of rewards or benefits do you find most appealing in a loyalty program?
  5. Have you ever redeemed rewards or benefits from a loyalty program? If yes, how easy was the redemption process?
  6. Would you be more likely to continue doing business with a company if they offered a loyalty program?
  7. Are loyalty programs effective for companies to build and maintain customer loyalty?
  8. How would you rate the usefulness of the loyalty program you are currently enrolled in (if applicable)?
  9. Do you feel loyalty programs provide equal benefits to all customers, regardless of how much they spend?
  10. Would you recommend a company's loyalty program to a friend or family member?

Explore customer loyalty survey examples and start benefiting from them with SurveyPlanet

With SurveyPlanet’s customer loyalty survey examples and templates, you can conduct an effective survey that provides access to customers’ honest feelings about your products and services. The results can be used to make better-informed decisions about improving your business and increasing customer loyalty. Sign up to create an excellent survey and explore how to inspire even higher satisfaction amongst your loyal customers.

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