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11 Best Customer Loyalty Survey Questions You Need to Ask

Kate Williams

18 January 2024

11 min read

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.

If you want a survey tool to create a customer loyalty survey, check out SurveySparrow’s pre-made surveys and templates here.

The 11 Best Customer Loyalty Survey Questions for 2023

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
  • 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.

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 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.

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.

post purchase survey template


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.

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 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.

In-app NPS survey by SurveySparrow
SurveySparrow in-app NPS survey

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.

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

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:

  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 Increase 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. 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 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?

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: Measure 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.

Would you want to access all these survey templates for free? 

Sign up with your email for free; the surveys are yours!

To sum up

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.

Customer loyalty Surveys

If you want customer loyalty survey example questions, you can find templates for the same on SurveySparrow. Apart from customer loyalty survey templates, you will find templates for many other things as well.

Contact us to see how we can help you with your customer loyalty surveys.

Kate Williams

Content Marketer at SurveySparrow

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