Customer Loyalty Surveys
See which customers will stay, buy again and recommend you, and what makes the others leave
Measure customer loyalty
Would users recommend you, are they satisfied, was it easy
- How likely are you to recommend us to others?012345678910Very unlikelyVery likely
Net Promoter Score℠ (NPS®) survey
The most common loyalty survey. People rate how likely they are to recommend you on a scale from 0 to 10. Those who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors.
- What it measures
- How willing customers are to recommend you. The score is the share of promoters minus the share of detractors, from -100 to 100.
- When to send it
- When a customer has used your product long enough to have an opinion, for example 30 days after sign-up. After that, every 3 to 6 months.
Example questions
- How likely are you to recommend us to others?
- How likely are you to recommend our app to a friend or colleague?
- How likely are you to recommend our platform?
NPS survey softwareWhat is NPS
Create an NPS survey - How satisfied are you with our product?Very unsatisfiedVery satisfied
Customer satisfaction (CSAT) survey
A short survey about one specific thing: an order, a support chat or a new feature. People answer on a scale from 1 to 5, or with a simple yes or no.
- What it measures
- How happy customers are with that one thing. The score is the share of people who chose 4 or 5.
- When to send it
- Right after the moment you ask about, while the customer still remembers it.
Example questions
- How satisfied are you with our product?
- How satisfied are you with the customer service you received?
- How satisfied are you with your purchase experience?
Customer satisfaction surveyWhat is CSAT
Create a CSAT survey - How easy was it to get your issue resolved?1234567Very difficultVery easy
Customer effort score (CES) survey
Asks how easy it was to get something done. A customer who had to struggle is more likely to leave, even when the result was fine.
- What it measures
- How much effort a task took: setting up an account, getting an issue fixed or completing a purchase.
- When to send it
- Right after the task ends: a support ticket closes, onboarding finishes or a checkout goes through.
Example questions
- How easy was it to get your issue resolved?
- How easy was it to set up your account?
- How much effort did it take to complete your purchase?
Customer effort surveyWhat is CES
Create a CES survey
FAQ
What is a customer loyalty survey?
A short survey, sometimes called a customer loyalty questionnaire, that asks people whether they will stay with you, buy again or recommend you to others.
It usually has one rating question and one open question about the reason. The rating gives you a number to track. The reason tells you what to change.
Which loyalty survey should I start with?
If people use your product regularly, start with an NPS survey. It gives you one number for loyalty as a whole. If you already know which moment worries you, like support or checkout, send a CSAT or CES survey right after that moment.
How many questions should a loyalty survey have?
Two is enough: the rating question and a follow-up that asks for the reason. Each extra question means fewer people finish the survey, so add more only when you know what you will do with the answers.
How often should I send a loyalty survey?
Send an NPS survey every 3 to 6 months. Send CSAT and CES surveys after key moments, but do not ask the same person more than once every few weeks. People who get too many surveys stop answering them.
What is a good loyalty score?
For NPS, any score above 0 means you have more promoters than detractors, and a score above 50 is very strong. The best comparison is your own score from last quarter, not another company's. See what NPS is and how to read it.
