Survey · Customer success
Customer loyalty survey template
Satisfied customers still leave, so this survey asks about the relationship rather than one visit: why people come back, how much they trust you and what would make them switch. Anyone unlikely to return is asked why straight away instead of being asked what keeps them, and only customers who have looked at alternatives are asked what they found.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
You've stuck with us, and we'd love to know why. A few quick questions.
How long have you been a customer?
How likely are you to buy from us again?
What's making you less likely to come back?
What keeps you choosing us?
How much do you trust us to get things right when something goes wrong?
Have you looked at other options in the last six months?
What made you look, and what did you find?
What would be most likely to make you switch?
How likely are you to recommend us to a friend?
What's one thing we could do to earn your next purchase?
Ends with
Thanks for being straight with us 🙌
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Opinion scale
Long text
Multi select
Rating
Yes / No
Long text
Single select
NPS
Long text
What this template uses
- Single select
- Opinion scale
- Long text
- Multi select
- Rating
- Yes / No
- NPS
- 2 branches
Questions to consider
- Do you want to survey every customer, or only people who have bought at least twice?
- Which reasons for staying are you trying to protect, and are they in the options?
- What will you do for a customer who says they are unlikely to come back?
- Should answers be linked to a customer account so you can compare them with purchase history?
How to use the responses
Start with the customers who scored themselves unlikely to return, since their written reasons are your earliest warning. Compare the reasons for staying across tenure groups: if newer customers stay for price and older ones for service, a discount war will not keep your best customers. Watch the switch triggers too, and treat any rise in customers who have shopped around as a sign to act before renewals or repeat orders are due.
How to customize and share it
- 1Edit the reasons for staying so they name what your business actually competes on.
- 2Change the tenure bands to fit how often your customers buy, such as visits for a café or years for a service contract.
- 3Send it to repeat customers by email or after a second purchase, and add a customer ID as a hidden field if you want to match answers to accounts.
Frequently asked questions
What questions should a customer loyalty survey ask?
Ask how likely people are to buy again, why they keep choosing you, how much they trust you, whether they have looked elsewhere and what would make them switch. A recommendation question rounds it off.
What is the difference between loyalty and satisfaction?
Satisfaction is how someone felt about a recent experience. Loyalty is whether they will keep choosing you when other options are available, which is why this survey asks about alternatives and switching.
How do you measure customer loyalty?
Combine a repeat purchase question, a recommendation score and the reasons behind both. Tracking the same questions over time shows whether loyalty is growing or slipping.
Can I change the questions in this template?
Yes. Use this template copies it into your account, where every question, option and branch can be edited before you share it.