Customer Loyalty Questionnaire: Set Clear Goals

Before defining the questions in the customer loyalty questionnaire, define what you want to discover

Whenever you are going to do a research and marketing questionnaire, the first step is to define what problem you want to solve and what the objectives of your research are.

The objective may be to know if a certain loyalty program, with accumulation of points, is producing the expected results, for example.

Another type of customer loyalty questionnaire can be used to find out why your customer left your company, not subscribing to a magazine, cable TV, or using your SaaS software (sold as a subscription service).

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In this case, the questions about customer loyalty can be much more specific.

You can even use the famous Net Promoter Score, a customer loyalty questionnaire that uses a single question.

To help you define your customer loyalty survey questions and the goals you’re aiming for, we’ll show you 3 key metrics used to measure customer retention.

And then present some examples of loyalty questionnaires, including the Net Promoter Score, cited above, and other types.

See also on our blog3 ways to do customer satisfaction survey

How to do a customer satisfaction survey questionnaire

Before we introduce the customer loyalty questionnaire templates, let’s understand 3 very important metrics on this topic that should be considered in any customer satisfaction survey.

1- Churn Rate

It measures the loss of customers over a period and is widely used in SaaS companies, see how to calculate the churn rate:

Divide the number of customers who left your business in a given period by the number of customers you had at the start of the period. Multiply by 100 to get a percentage.

A company that had 200 customers at the beginning of the month and lost 12 would do the following calculation:

(12 / 200) x 100 = 6%

2- Lifetime Value – LTV

It is the amount a customer will spend on your business for as long as they have a relationship with you.

It is usually calculated by multiplying the average monthly purchase ticket (or any other period that makes more sense for your business, in case of long-cycle sales) by the average time that a customer normally interacts with your company, see how to calculate the Lifetime Value :

  • Average Ticket: BRL 1,500.00 per month
  • Average customer relationship time: 4 years (= 48 months)
  • Average LTV of your company: 48 X 1,500 = BRL 72,000.00

This indicator serves to get a sense of how much is worth investing to win a customer, which leads us to the next indicator.

3- Cost of Acquisition of Customers – CAC

This calculation must be done over a period of time, and must include all expenses to acquire a customer, whether in sales or marketing, and divided by the number of customers gained in that period.

This includes salaries, tools and applications, media spend, content marketing, commissions, representation fees, travel, fuel, etc.

Thus, if this monthly expense in your company is BRL 300,000.00 and it has gained 20 customers, your CAC in this period was BRL 15,000.00.

Compared to the LTV we defined above, it is quite reasonable. But remember that it is not enough for the CAC to be greater than the LTV, as the company has other expenses. Many experts recommend a ratio between LTV and CAC of at least 3 times.

Now that you understand these metrics, let’s look at some examples of loyalty surveys.

4 examples of customer loyalty questionnaires

Nobody likes to answer long customer satisfaction questionnaires, so these examples have a maximum of 4 questions.

This doesn’t stop you from taking larger surveys, but the engagement rate may drop.

Customer Loyalty Questionnaire

Create short quizzes to increase engagement

1- Net Promoter Score – NPS

Let’s use this marketing questionnaire as an initial example, as it can be done with a single question. And thus be incorporated as one of the satisfaction survey questions at the end of the other customer loyalty questionnaire models in some cases.

See now the questions about customer loyalty:


On a scale from 0 to 10, what is the possibility of you referring our company (product or service) to a friend?

The NPS methodology considers that whoever gives scores of 9 or 10 is a promoter of their brand, whoever scores a 7 or 8 is neutral and the rest are detractors of their brand.

See more details in this blog post: All about NPS and satisfaction survey template done!

2- Reason for churn

This marketing questionnaire can be sent out automatically – with the help of an email trigger or marketing automation tool integrated into your CRM – whenever a customer who makes recurring payments is lost.

The goal is to have information that helps you take steps to maintain or increase customer retention in your business.

See the questions in this customer loyalty survey:


1- We noticed that you stopped using our services and we would like to know the reason for your decision:

  • ( ) The service did not meet my expectations
  • ( ) I no longer need the service
  • ( ) At this moment the cost of the service became unfeasible
  • ( ) The service was no longer needed by the company
  • ( ) The service was being underused
  • ( ) Other. Which? ________________________________________________

2 – Do you intend to use our service again?

  • ( ) Not
  • ( ) Yes

3- What would motivate you to re-use our service?


4- On a scale from 0 to 10, what is the possibility of you recommending our company to a friend?

2- Loyalty campaign planning

This questionnaire can help define the rewards desired by customers and even the feasibility of this type of initiative due to the investment in websites and applications, helping to determine how the program’s costs can influence the CAC and whether it will really attract and retain customers.

Check out this marketing questionnaire for customer loyalty survey:


1- Would you be willing to participate in a loyalty program and accumulate points based on your purchases to receive additional benefits in your business service plan, such as priority support, discounts, product bonuses and others?

  • ( ) Yes
  • ( ) Not

2- Check which of these systems would be the most suitable for you to control your points and redeem benefits:

  • ( ) Card with stickers
  • ( ) Website with access to my account in the program
  • ( ) Mobile application
  • ( ) Website and application
  • ( ) Other. Which? __________________________________________________

3- Mark what types of perks would attract you to a loyalty program. You can check more than one advantage:

  • ( ) Quantity discount
  • ( ) Bonus on products
  • ( ) Useful gifts for the company (laptop, printer, discounts on the purchase of partner software, free training, etc.)
  • ( ) Priority service
  • ( ) Have an exclusive account manager
  • ( ) Others

4- Questionnaire to determine LTV potential of a customer or prospect.

Often your customer does not only buy from your company, but from other suppliers as well, in addition, this questionnaire can be applied to non-customers.

See the last example of customer loyalty questions:


1- Do you usually buy (services from / the product) X?

  • ( ) Yes
  • ( ) Not

2- Check which of these brands have already purchased the product/service X:

  • ( ) Your brand
  • ( ) Competitor 1
  • ( ) Competitor 2
  • ( ) Competitor 3
  • ( ) Competitor 4
  • Others. Which? _________________________________

3- Check the frequency with which you purchase this service/product, on average

  • ( ) once a week
  • ( ) 2 times a month
  • ( ) 1 time per month
  • ( ) Every 3 months
  • ( ) every semester
  • ( ) once a year
  • ( ) Rarely, less than once a year

4- Check the average value of your order for each purchase:

  • ( ) between X and Y
  • ( ) between Y+1 and z
  • ( ) between Z+1 and W
  • ( ) Greater than W
  • ( ) Other. What average value? __________________________________

5- If you have already purchased product/service X, on a scale from 0 to 10, what is the possibility of referring our company (product or service) to a friend?

Customer Loyalty Questionnaire

NPS measures the possibility of your customers referring your company

Did you notice that there are different types of customer loyalty questionnaires, with different goals for decision making in your business?

An important tip when defining your questions about customer loyalty is to use automated survey platforms, via the internet, such as MindMiners, SurveyMonkey and Typeform, which greatly speeds up your surveys, reduces costs and already presents tabulated data.