11 Best Customer Loyalty Survey Questions You Need to Ask

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.

• What is a Customer Loyalty Survey?
• 11 Best Customer Loyalty Survey Questions
• 35 More Loyalty Survey Questions
• The Importance of Customer Loyalty Surveys
• How to Measure Customer Loyalty
• How to Increase Customer Loyalty
• How can SurveySparrow Help Increase Customer Loyalty

Let’s get started!

What is a Customer Loyalty Survey?

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 what it will address.

By asking the right questions in your customer loyalty survey, you will be able to elicit answers that can help you understand and measure your customers’ loyalty. So, we created this sample customer loyalty questionnaire starter pack.

Customer Loyalty Questionnaire Template

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Now, let’s have a look at some of the key loyalty survey questions you can ask.

The 11 Best Customer Loyalty Survey Questions

Loyalty, in general, needs to be ensured no matter the type of business you run. So, while articulating a loyalty survey, make sure to include some of the following questions. We will list some questions depending on specific use cases further down the lane, but before that, go through the following to get an idea of what to ask in general.

Alternate Approach: Use AI to Generate Questions

Before we jump into the survey questions, we would like to let you know that there’s an alternate approach to generating loyalty survey questions. You can use SurveySparrow AI to generate not just survey questions but an entire survey from scratch in seconds.

The feature is available with the free plan offered by the tool. So, sign up and use the feature for free!

1. How likely are you to recommend our services?

• Very likely
• Likely
• Neutral
• Somewhat likely
• Not 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?

• Very likely
• Likely
• Neutral
• Somewhat likely
• Not likely

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.

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 of our product that are most valuable to you?

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 features 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. They will be happy doing business with you if it meets their expectations.

It would be best if you gave 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, and 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 improving 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 the same speed as sending invoices. Most businesses are good at the latter, while the former doesn’t get the importance it deserves.

If your customers know that you will do everything in your power to solve their issues, they will never leave you.

11. How would you rate the value we provide for the money you pay?

This is an interesting question since not only does it dwell upon your pricing, but it also indicates how much they value your product.

The answer to this can give you many insights into these two factors.

30+ More Loyalty Survey Questions You Can Ask

Now that we whave understood the type of questions to be asked in a loyalty survey, let’s have a look at the top survey questions to ask.

NOTE: As we discussed earlier, you can always use AI to create survey questions. 

General Loyalty Program Survey Questions

Loyalty programs, as you know, are all about rewarding repeat customers and ensuring retention. A loyalty program survey focuses on understanding the satisfaction level of the current one and looking for areas to improve.

The following are some survey questions you can ask.

1. How satisfied are you with our loyalty program?
2. How often do you take advantage of the rewards offered by our loyalty program?
3. Which aspects of our loyalty program do you find most valuable?
4. Are there any rewards or benefits you would like to see added to our loyalty program?
5. How easy is it to understand and use our loyalty program?
6. Have you ever experienced any issues with our loyalty program? If yes, please explain.
7. On a scale of 1 to 10, how likely are you to recommend our loyalty program to others?
8. What would make you more likely to participate in our loyalty program?
9. How do you prefer to be informed about loyalty program updates and offers? (Email, SMS, Mobile App, In-Store, Other)
10. What changes would you suggest to improve our loyalty program?

Brand Loyalty Survey Questions

Brand loyalty surveys help you get a clear picture of how loyal customers are to your brand. You further understand the reason why they choose to be loyal and why they are not. Some brand loyalty survey questions to ask are as follows.

11. How would you describe your overall perception of our brand?
12. How often do you purchase products/services from our brand?
13. What factors contribute to your loyalty to our brand?
14. On a scale of 1 to 10, how likely are you to switch to a competitor if they offer a similar product/service?
15. How do you rate the quality of our products/services compared to our competitors?
16. What makes our brand stand out from the competition?
17. How satisfied are you with the value for money offered by our brand?
18. How likely are you to recommend our brand to others?
19. What improvements would you like to see in our products/services?
20. Have you ever participated in our brand’s promotions or events? If yes, please share your experience.

Loyalty Card Questionnaire

Loyalty cards are another type of loyalty program specifically designed for retail businesses. Retailers can issue loyalty cards and give points everytime customers make a purchase. Once the points reach a bare minimum, customers can avail of certain discounts or offers.

However, to make the most out of loyalty cards, one must know what exactly customers are looking for. For that, you can use the following questions.

21. How satisfied are you with our loyalty card program?
22. How often do you use your loyalty card when making purchases?
23. What rewards or benefits do you find most valuable in our loyalty card program?
24. How easy is it to earn and redeem rewards with our loyalty card?
25. Have you ever experienced any issues with our loyalty card program? If yes, please explain.
26. On a scale of 1 to 10, how likely are you to recommend our loyalty card program to others?
27. What additional rewards or benefits would you like to see in our loyalty card program?
28. How do you prefer to receive information about your loyalty card points and rewards?
29. How do you rate the overall value of our loyalty card program?
30. What suggestions do you have for improving our loyalty card program?

Questionnaire on Customer Loyalty in Banks

Customer loyalty is of the utmost importance in the Banking sector. With the sensitivity of handling monetary transactions and investment plans, banks have to tread carefully. And most importantly offer loyalty programs to retain loyal customers.

The following are some loyalty survey questions to ask.

31. How satisfied are you with the overall services provided by our bank?
32. How long have you been a customer of our bank?
33. How likely are you to continue using our bank’s services?
34. On a scale of 1 to 10, how likely are you to recommend our bank to a friend or family member?
35. Which of our banking services do you use most frequently?
36. How do you rate the quality of customer service at our bank?
37. Have you ever encountered any issues with our bank’s services?
38. How satisfied are you with the convenience of our online and mobile banking services?
39. What aspects of our bank do you value the most?
40. How likely are you to switch to another bank in the next 12 months?
41. What improvements would you like to see in our banking services?
42. How do you rate our bank’s security measures?
43. Have you ever used any of our bank’s additional services?
44. How satisfied are you with the transparency of our bank’s fees and charges?
45. What can we do to improve your overall banking experience?

5 Reasons Why Customer Loyalty Surveys are Important

To give you a clear idea of why you should invest in customer loyalty surveys, let’s have a look at the crucial benefits they bring to the table.

#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 always have a new set of leads 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.

How to Measure Customer Loyalty

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 ScoreSM (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 0 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.

Get free access to NPS surveys here! Sign up with your email. 

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:

1. How likely are you to recommend our service to your friends and family?
2. 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, and core user actions.

How to Improve Customer Loyalty

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 leeway 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. Incentivize 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 do not forget to comb through details. As we mentioned earlier, even a small mistake can put you in a group of businesses 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 discover areas you have missed out on.

How Can SurveySparrow Help in Increasing Customer Loyalty?

Customer loyalty is one of the most important metrics 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.

SurveySparrow offers a range of surveys beyond CES and CSAT surveys to help increase customer loyalty. Here are some additional survey types:

1. Customer Effort Score (CES) Surveys

CES surveys assess how easy or challenging it is for customers to complete specific tasks or resolve issues. By identifying areas where customers encounter difficulties, you can improve their experience and keep them coming back.

2. Customer Satisfaction (CSAT) Surveys

CSAT surveys gauge overall customer satisfaction with your products or services. Using a rating scale or smiley faces, you can collect feedback on the satisfaction level of each interaction. Regularly collecting CSAT feedback allows you to address issues promptly and ensure customers remain satisfied and loyal.

3. Net Promoter Score (NPS) Surveys

We have already discussed this earlier in the blog. It focuses on measuring customer loyalty by asking how likely customers are to recommend your business to others. Identify Promoters who will likely refer your business and Detractors needing attention.

4. Customer Feedback Surveys

Collect open-ended feedback to gain deeper insights into customer opinions, pain points, and suggestions. Use this data to make targeted improvements.

5. Customer Journey Surveys

Map the customer journey and collect feedback at key touchpoints. Understand the customer experience from start to finish and identify areas for enhancement.

6. Post-Purchase Surveys

Gather feedback immediately after a customer purchases. Learn about their buying experience and address any issues promptly to ensure satisfaction.

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