Customer loyalty questionnaire and template examples

With our customer loyalty survey templates, you can discover how committed customers are to your brand and use this knowledge to gain their trust and keep them satisfied.

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Over 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 that easier. SurveyPlanet is here to help you create a customer loyalty survey that will deliver needed insights to keep customers coming back for more.

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 them via prices or availability are not successful.

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.

Types of loyal customers

Just as each customer is a unique individual, they can have different reasons for being loyal to your product or services. Basic categorizations that can help you understand these differences and aid in gaining customers' trust include:

  1. Price loyalty: The main reason customers choose a product is because of its price. The danger with this type of loyalty is that if a competitor offers a more affordable price, you may lose the customer.
  2. Convenience loyalty: Customers are loyal because of accessibility. This may be because of location, shipping speed, or 24/7 availability of your services.
  3. Loyalty program: These types of loyal customers are more attracted to the rewards and conveniences that your loyalty program offers than to specific products or services.
  4. Devotion: These are the type of loyal customers your brand needs and wants. Devoted customers promote your brand, repeat purchases, and are willing to pay a premium price for products or services.

Why a good customer loyalty survey is important

Customer loyalty is crucial because acquiring new patrons actually costs far more than retaining old ones. Therefore, it is vital to create quality customer loyalty surveys 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 only lessens the chance that they abandon you but also creates an opportunity for further growth.

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

The Customer Loyalty Index (CLI) is a standardized tool used to track customer loyalty (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) A questionnaire gauging how likely customers are to recommend a company’s services or products that asks respondents to answer 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 customers think by investing some time into learning more about them. Building a solid brand is a long-term process and customer satisfaction and brand loyalty questionnaires help you accomplish that.

How to use brand-loyalty questionnaires advantageously

Once a brand-loyalty questionnaire has been sent out, 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 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 trust 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. If a competitor is selling the same products in a more convenient location, how likely are you to change your purchasing decisions?
  2. How likely would you switch brands if a competitor was cheaper?
  3. Do you find our brand high-quality?
  4. Do you trust our brand?
  5. Compared to our competitors, where do you rate our products/services on a scale from 1 to 10?
  6. How likely would you recommend our products to others?
  7. Would you purchase our product again or would you rather try our competitors' product?
  8. How likely are you to upgrade or add services with us?
  9. How proud are you to be a customer of our brand?
  10. Would you consider us as a first recommendation to others for similar needs?
  11. Are you planning to continue with our services in the long term?
  12. Will you consider our products/services for your future needs?
  13. In the next six months, do you plan to purchase any of our products/services?
  14. Do you feel a personal connection to our brand?

Evaluate the customer loyalty survey results

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 the 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.

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 with SurveyPlanet

With SurveyPlanet’s customer loyalty survey examples and templates, 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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