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

At the end of the day, customer loyalty helps companies thrive. To grow your pool of loyal customers, it's imperative that you evaluate how happy they are. With a customer loyalty questionnaire, you can discover what it takes to retain their business in the long run. SurveyPlanet is here to help you create a survey that delivers the insights needed to keep customers coming back for more.

What is customer loyalty?

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

Instead, loyal customers trust your brand and continue to give you their business because they understand the value of your products. Plus, they tend to recommend your products and services to other people. In other words, they are loyal customers who use and value your 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 make good customer loyalty questionnaires that will measure current performance. With strong brand allegiance, the future of your company is more secure. Loyal customers help your business consistently thrive and alleviate worries about taking big hits in the marketplace.

By investing time and energy into making a brand loyalty questionnaire for current customers, you're not just lessening the chance that they will abandon you but also creating an opportunity for further growth.

Devoted customers become walking advertisements for your brand. It's more likely they share with others how much they enjoy your brand—or a particular product—which will help convince others to give your products 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 sad. With this information, you can strategize about how to give them even more of what they like about your services.

Customer loyalty index

Customer loyalty is one of the most important metrics that any business tracks. This statistic informs about how likely customers are to keep shopping with a company rather than switching to a competitor's. Ideally, you want the number to be as high as possible. And there are ways of increasing this number even 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 customer loyalty can't be summed up in a single number). This is why CLI takes into consideration multiple factors like Net Promoter Score (NPS), upselling, repurchasing, and other customer loyalty metrics.

Let's see some of them!

How do you measure customer loyalty?

There are several ways to measure a consumer's devotion to your brand:

  • Customer lifetime value: The CVL measures how much value someone will bring to your company over their lifetime. Instead of assessing individual purchases, this number helps protect a company's future success.
  • Repeat purchase rate: Customer loyalty levels can also be measured by determining the repeat purchase rate. This is the percentage of the entire client base that conducts repeat business with a company.
  • Customer satisfaction score: The CSAT measures how satisfied customers are with their overall experience with a brand, or with a particular interaction or experience. However, happy customers don’t always lead directly to revenue growth, so this isn’t always 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. it asks respondents to answer questions on a scale of 1 to 10. With a score of 6 or lower, they're considered detractors, while those who answer 7 or 8 are passive and those answering 9 or 10 are promoters. NPS is calculated by subtracting the total number of detractors from the total number of promoters, which gives the percentage of customers likely to recommend a company.

Surveys and questionnaires

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 areas that drive devotion to your brand.

How to use brand loyalty questionnaire results to your advantage

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

You can also look at individual questions that pinpoint certain areas regarding levels of satisfaction related to customer service or a particular product. Additionally, comparing results from your customer loyalty questionnaire with results 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 answers will tell if customers have confidence in your brand and why they have it (or don’t). Looking at customer loyalty survey questions related to brand esteem will also provide insight into how customers feel about your brand with regard to its familiarity and whether it's recognizable.

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

Evaluate the results of your customer retention questionnaire

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

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

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

Create a customer and brand loyalty survey with SurveyPlanet

With some help from SurveyPlanet’s customer/brand loyalty survey examples and templates, you can conduct an effective survey that provides access to your customers’ honest feelings about the products and services you offer. These results can be used to make informed decisions about improving your business and increasing customer loyalty. Sign up, create an excellent survey, and explore how you can give your loyal customers even higher satisfaction with your services!

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