Secret Santa Questionnaire: 30 Questions to Send Before the Draw Free survey template
Customer loyalty survey template. Seven questions on who comes back and why.
Find out how customers found you, how they rate your product, what matters to them when they choose, and whether they would buy again and recommend you. Copy the survey, put your own factors in the two matrices and send the link after a purchase.
Free plan: 100 responses a month and up to 50 surveys, no credit card. Matrix questions work on Basic and higher plans. Every new account starts with a 14-day Premium trial that includes them.
The template’s real survey on a phone.
- 7 ready questionsAbout 2 min on a phone.
- Yours to changeQuestions, answers and logic.
- A ready reportA chart for every closed question.
- Export on every planCSV, Excel and SPSS.
A satisfied customer can still buy from someone else next time. Ask who will come back, and what they weigh when they choose.
The 7 customer loyalty survey questions in this template.
In the order customers meet them. Each one is there for a reason, and you can change any of them.
How they found you
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How did you find out about our company?
Why ask it. Shows which channels bring the customers who stay. Swap the six channels for the ones you use; the Other field catches the rest.
Experience and what matters
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How would you rate your experience with our product?
Why ask it. One overall score in stars, and the only required question. Compare its average from one survey to the next.
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Please indicate how important the following factors are when choosing products
Scale: 1, 2, 3
Why ask it. What customers weigh when they choose. Keep the six factors or put in your own, such as delivery or support.
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Please indicate to what extent you are satisfied with our products based on the factors below
Scale: 1, 2, 3
Why ask it. The same six factors, now rated for you. Next to the previous question, it shows where you fall short on what matters.
Loyalty
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Would you buy our products again?
Why ask it. Repurchase intent in four steps. The customers who are not sure are the ones you can still win back.
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Would you recommend our products to friends or relatives?
Why ask it. The recommendation question on a 0–10 scale. In NPS terms, 9 and 10 are promoters and 0 to 6 are detractors.
About the customer
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What’s your age?
Why ask it. Shows whether loyalty differs by age group. Customers who prefer not to say still have an answer to choose.
How to create a customer loyalty survey from this template.
- 1
Copy the template
Click “Use this template” and create a free account or log in. The survey is copied to your account with all seven questions. The copy waits in your survey list as a draft.
- 2
Make it yours
Put your own channels in the first question and your own factors in both matrices, such as delivery or support. Keep the rows the same in both.
- 3
Send it to customers
Paste the link into your follow-up e-mail, embed the survey on your website, or print the QR code on the receipt or the package.
- 4
Read the report
Every closed question gets a chart. Put the two matrices side by side and see which factor customers value but rate low.
How to read customer loyalty survey results.
Where loyalty leaks
Compare the two matrices row by row. A factor customers mark 3 for importance and 1 for satisfaction is the first thing to fix.
Who is on the fence
Customers who are not sure about buying again can still be won back. On Basic and higher plans, filter the answers by that option and see what they rated lower than everyone else.
Which channels bring loyal customers
Set the first question against repurchase intent and the 0–10 recommendation answers. Export everything to Excel, CSV or SPSS on any plan for a closer look.
How to get honest answers about loyalty.
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Ask after they have used it
Send the survey once customers have had time to use the product, not at checkout. Loyalty shows in the second purchase, not the first.
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Keep the two matrices in step
If you change a factor in one matrix, change it in the other. Only matching rows let you compare importance with satisfaction.
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Ask the same way every time
Keep the wording and the scales when you repeat the survey, so this year’s answers compare with last year’s.
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Tell customers what changed
Share one thing you improved because of the answers. Customers who see their answers used are more willing to take the next survey.
More customer loyalty questions you can add.
Not in the template. Add any of them in the builder in a few clicks.
Repeat purchases
- How long have you been buying from us?
- How often do you buy our products?
- What would make you buy from us more often?
Switching
- Have you bought a similar product from another brand in the last six months?
- What could make you switch to another brand?
- Which brand would you choose if ours were not available?
Loyalty program
- Are you a member of our loyalty program?
- Which reward would you value most?
- How easy is it to use your points or discounts?
Free tools for your results
- CSAT calculatorTurn the 1–5 star ratings into the share of satisfied customers.
- NPS calculatorCount the 0–10 recommendation answers into promoters, passives and detractors and get the score.
- Sample size calculatorHow many customers need to answer before the result means something.
- NPS surveysAsk the one recommendation question and see the Net Promoter Score in the report.
- Customer churn surveyQuestions for customers who cancel, and how to read the reasons they leave.
More templates
Questions about this template
What questions should a customer loyalty survey ask?
Ask whether customers would buy again and recommend you, how they rate their experience, and how much each factor matters to them compared with how you perform on it. This template covers all of it in seven questions, plus how the customer found you and their age group.
How is a loyalty survey different from an NPS survey?
An NPS survey asks one question: how likely the customer is to recommend you, on a 0–10 scale. A loyalty survey adds what sits around that number: repurchase intent, an overall rating and satisfaction with each factor. This template includes a 0–10 recommendation question, so you get both in one survey.
Can I get an NPS score from this template?
The recommendation question is a 0–10 scale, and the report shows how many customers chose each point. Enter the counts in the free NPS calculator, or replace the question with the NPS question type: it works on every plan, including Free, and the report calculates the score for you.
When should I send a customer loyalty survey?
Once customers have used the product long enough to judge it, for example a few weeks after a purchase. Repeat it every six or twelve months with the same questions to see whether loyalty grows.
Does the survey ask for customers’ names?
No. It asks for no name or e-mail, only an age group that customers can decline to give. To link answers to your customer records, pass a customer ID in the link as a hidden variable (Basic and higher plans).
Find out who will buy from you again.
Copy the survey, put in your own factors and send the link to customers after their next purchase.