Customer Loyalty Survey Template

This customer loyalty survey template asks customers about purchases in the past six months, reasons for choosing your business, and their next-purchase intentions. Use the answers to understand repeat business and investigate what might lead customers to consider another provider.

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Use this customer loyalty survey template to understand why customers return and what could make them choose another provider. It combines recent purchase behavior with reasons to stay, perceived alternatives, and next-purchase intentions. Create your version in SurveyLegend to investigate the relationship behind repeat business.

When to use this customer loyalty survey

Send it to customers who have had a reasonable opportunity to buy again. Choose a reference period that fits your buying cycle: a grocery shop and a furniture business should not interpret six months without a purchase in the same way. This template examines repeat choice. It does not calculate Net Promoter Score or treat recommendation intentions as purchase behavior.

For a separate recommendation measure, use our NPS survey template.

8 questions for your customer loyalty survey

Use these 8 questions as a starting point. All fields are optional; choose one answer where choices are listed. Leave an irrelevant open field blank.

Respondent introduction:
Think about your relationship with our business during the past six months. If you do not expect to need another purchase, you can say so. All questions are optional.

How to customize your customer loyalty survey

Replace the six-month period if your product is bought less often. Define what counts as a purchase and whether respondents should consider one location, one product, or the whole business. Keep the option for people who do not expect another purchase; they may have completed a one-time project rather than become dissatisfied. Invite a range of customers, not only loyalty-program members. Avoid adding names unless you have a clear follow-up purpose. Before sharing widely, try the questions with a few people from the intended audience and clarify anything they interpret differently.

Printable customer loyalty survey template

Use this printable customer loyalty survey template at a service desk or during an in-person customer review. It includes the same questions and space to write, giving people who prefer paper or are less comfortable online another way to take part. SurveyLegend helps you offer both formats. Tell respondents where to return the completed form and who will review it. Paper answers need a separate review or manual entry process; they are not automatically added to online responses.

AI prompt for a customer loyalty survey

Find out what earns a repeat purchase and what deserves attention before the next one.

The full prompt below specifies your customer loyalty survey, including all 8 questions and response settings. Copy it, register for a free SurveyLegend account, and paste it into SurveyLegend’s AI survey creation tool. Review the result and add your organization’s details before sharing.

Create a customer loyalty survey in SurveyLegend using the exact questionnaire below.

Purpose: Find out what earns a repeat purchase and what deserves attention before the next one.

Creator setup before sharing:
Name the business and define the purchase scope and six-month reference period; adapt the period if the buying cycle requires it.

Requirements:
- Include exactly 8 fields in the order shown. Preserve wording, field types, choice order, and optional settings verbatim.
- Show every field. Single choice means one selection. Preserve instructions for irrelevant fields; do not invent branching.
- Do not add questions, answers, scores, outcome predictions, certifications, or promises of anonymity.
- Do not invent organization details, dates, offer prices, a concept card, a job criterion, or other required context. Ask the creator for missing setup information before the survey is shared.
- This prompt creates a draft questionnaire. It does not process transactions, change accounts, issue tickets, publish testimonials, or make employment decisions.
- If an exact field or setting is unavailable, explain the limitation separately rather than silently changing it.

Respondent introduction:
Think about your relationship with our business during the past six months. If you do not expect to need another purchase, you can say so. All questions are optional.

Exact questionnaire:

1. How many times have you purchased from us in the past six months?
Field type: Single choice
Answer choices, in order:
- None
- Once
- 2–3 times
- 4–6 times
- 7 or more times
- Not sure
Required: No
Display rule: Always

2. What is the main reason you have chosen our business?
Field type: Long text
Answer choices: none; respondent enters their own text.
Required: No
Display rule: Always

3. When you last chose us, did you consider another provider?
Field type: Single choice
Answer choices, in order:
- Yes
- No
- I do not remember
- I have not purchased from you
Required: No
Display rule: Always

4. How easy would it be to find another provider that meets your needs?
Field type: Single choice
Answer choices, in order:
- Very difficult
- Somewhat difficult
- Neither easy nor difficult
- Somewhat easy
- Very easy
- Not sure
Required: No
Display rule: Always

5. How likely are you to choose us for your next relevant purchase?
Field type: Single choice
Answer choices, in order:
- Very unlikely
- Somewhat unlikely
- Neither likely nor unlikely
- Somewhat likely
- Very likely
- I do not expect to need another purchase
- Not sure
Required: No
Display rule: Always

6. What, if anything, would make you choose a different provider?
Field type: Long text
Answer choices: none; respondent enters their own text.
Required: No
Display rule: Always

7. What should we keep doing to earn your business?
Field type: Long text
Answer choices: none; respondent enters their own text.
Required: No
Display rule: Always

8. What is one thing we could improve before your next purchase?
Field type: Long text
Answer choices: none; respondent enters their own text.
Required: No
Display rule: Always

Compare every field with this specification before finishing. Report differences separately. Ask the creator to review the draft and required context before sharing. Do not publish automatically.

Use prompt directly in SurveyLegend

Create a free account, then paste the copied prompt into SurveyLegend.

Already have an account? Sign in to create your customer loyalty survey.

Separate repeat behavior from intentions to return

Compare previous purchase frequency with the stated likelihood of choosing you again. Read the reason-to-stay answers alongside the alternatives people considered. A customer who values convenience but finds ordering difficult may need a different response from someone whose needs have changed. Report next-purchase intentions separately from recorded repeat purchases. If you revisit the survey, preserve the wording and buying-cycle context so changes have a clear meaning.

Is this an NPS survey?

No. It explores repeat purchases, reasons to return, and alternatives. Use an NPS questionnaire when your specific goal is to collect the standard recommendation rating.

Should I invite only repeat customers?

Not necessarily. First-time buyers can explain what would encourage a second purchase. Compare them with repeat buyers using the purchase-frequency question.

Does a low return intention mean a customer will leave?

No. Intentions are uncertain and may reflect a one-time need. Read the explanation and compare with actual behavior where you have an appropriate basis for doing so.

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A little feedback. A clearer picture.