How do you align your loyalty survey questions with your brand values and goals?

2 Choose the right survey type and format

Depending on your brand goals, you may want to use different types of surveys to measure different aspects of customer loyalty. For example, you can use a Net Promoter Score (NPS) survey to ask your customers how likely they are to recommend your brand to others, or a Customer Satisfaction (CSAT) survey to ask them how happy they are with a specific product or service. You can also use a Customer Effort Score (CES) survey to ask them how easy it was to interact with your brand, or a Customer Loyalty Index (CLI) survey to ask them about their overall loyalty and engagement. Each survey type has its own advantages and disadvantages, so you need to choose the one that best suits your brand values and goals. You also need to decide on the format of your survey, such as online, email, phone, or in-person, and the length, frequency, and timing of your survey, to ensure that you reach your target audience and get reliable feedback.

3 Write clear and relevant survey questions

When creating a loyalty survey, it is important to write your questions in a clear and relevant way that reflects your brand values and goals. To ensure effective questions, use simple language that customers can understand, avoid double-barreled or leading questions, provide a consistent and appropriate scale with explanations for each option, and align your questions with your brand values and goals. For example, if innovation is a brand value, ask customers how they perceive the brand as innovative or how they value new features or offerings. If retention is a goal, ask about frequency of purchases or what factors influence repeat purchases.

4 Include open-ended questions and feedback options

While closed-ended questions, such as yes/no or multiple-choice questions, are easier to analyze and quantify, they may not capture the full range of your customers' opinions and emotions. That's why it's important to include some open-ended questions and feedback options in your loyalty survey, to allow your customers to express themselves freely and provide more insights into their loyalty drivers and pain points. For example, you can ask your customers to explain why they gave a certain rating, or what they like or dislike about your brand. You can also invite them to share any suggestions, compliments, or complaints they may have, or to contact you for further assistance or follow-up. Open-ended questions and feedback options can help you build trust and rapport with your customers, and show them that you value their input and care about their needs.

5 Test and optimize your survey

Before you launch your loyalty survey, you need to test and optimize it to ensure that it works well and delivers the results you want. You can test your survey on a small sample of your customers or employees, and ask them for feedback on the clarity, relevance, and length of your survey questions, as well as the usability and functionality of your survey platform. You can also use analytics tools to track and measure the response rate, completion rate, dropout rate, and satisfaction rate of your survey, and identify any issues or areas for improvement. Based on the feedback and data you collect, you can make adjustments to your survey questions, format, or design, to increase the quality and quantity of your responses, and to align them with your brand values and goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?