Customer Loyalty

Understand how loyal your customers are, whether they buy again and which drivers – quality, service, price and trust – sustain the relationship.

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Customer Loyalty – questionnaire preview

This template measures customer loyalty holistically: it starts with the NPS, asks about repurchase intent, rates the key loyalty drivers – quality, service, price and trust – and captures how much of their category spend customers place with you.

When should you use this template?

This template is a great fit for:

  • As a recurring relationship survey (e.g. annually)
  • With longer customer relationships or repeat purchases
  • To build and steer a loyalty programme

Every question in this template

  1. 1

    How likely are you to recommend us to a friend or colleague? *

    NPS (0–10)
  2. 2

    How likely are you to buy from us again?

    Single choice
    • Very likely
    • Rather likely
    • Rather unlikely
    • Very unlikely
  3. 3

    How important are the following aspects for your loyalty to us?

    Matrix
    Not at all importantSlightly importantModerately importantImportantVery important
    Quality
    Service
    Price
    Trust
  4. 4

    What share of your spend in this category do you place with us?

    Single choice
    • Almost all (over 75%)
    • Most of it (50–75%)
    • About half (25–50%)
    • A small part (under 25%)
  5. 5

    What would further strengthen your loyalty to us?

    Long text

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Frequently asked questions

How does loyalty differ from satisfaction?
Satisfaction describes the current experience, loyalty the future behaviour – such as repurchase and recommendation. This template captures both perspectives.
What does share of spend measure?
It shows what portion of their total category spend customers place with you – a strong indicator of true loyalty.
Is the survey GDPR-compliant?
Responses are stored in your DataLion project and can be collected anonymously. No personal data is captured unless you add questions that ask for it.

Start with this template

Load the template into DataLion, adapt it to your brand and start collecting responses — GDPR-compliant, in minutes.

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