A person smiling while filling out a survey on a laptop.

How Online Surveys Can Increase Customer Loyalty

When considering online interactions with customers, business managers often underappreciate the value of surveys. A well-made survey will not only get you some valuable information. It can also help you build upon and improve the loyalty of your customers. In this article, we will explore why online surveys can increase customer loyalty and how to ensure they do.

Why online surveys can increase customer loyalty

On the surface, online surveys seem relatively simple. You present a set of questions to your customers, and they answer them. Not much to it, right? Well, in actuality, online surveys can be quite helpful in building rapport with your customers and ensuring their loyalty. And the data you gather from them can be used for SEO management and long-term marketing.

Caring about customer opinion

The first and often overlooked way online surveys aid you is that they show that you care about customer opinion. A survey shouldn’t be only about gathering information. Instead, it should give your customers the impression that you care about their opinion. By showing interest in customers’ opinions, you inspire them to be loyal to your company. After all, who wouldn’t want to work with a brand that cares about customers’ opinions?

Acquiring customer data for further programs

Almost all customer loyalty programs are based on using customer data. The simpler ones merely focus on providing rewards for returning customers. And while these are effective, they aren’t a long-term solution. After all, what is stopping your competitors from also offering rewards? And once they do, you’ll be stuck in a race of who will provide better ones. A slick way to avoid this is to build customer loyalty by delivering personalized content and offers.


Personalization is pretty much the basis of modern marketing. What it entails is using customer data to engage customers in a more meaningful way. For instance, before, you would put items on sale based on how many you had in stock.

While this was effective, it only had a limited reach. And it often happened that the item you put on sale wasn’t that popular (hence why you had it in stock). Now, you can find out what your customers are most interested in buying. If you find out what your customers want and then put that item on sale, you will make them feel appreciated and meet their needs. And an easy way to find out about your customer’s needs is through a quick survey. By filling it out, your customers will tell you what they want and will be glad that you’ve met their needs.

This declared data is invaluable in the long term, as it allows you to see what your customers are like. You can combine declared data gathered through surveys with inferred data collected through monitoring customer behavior. This combination of data will enable you to make the most of it. You’ll have a deeper understanding of what your customers are like.

How to use online surveys for customer loyalty

Asking your customers questions can boost their loyalty, especially if they feel that their answers and insights matter. But, it is essential to note that simply giving surveys is rarely enough to maintain loyalty. To make your online surveys genuinely effective, you need to integrate them properly with your overall online presence.

Set out a goal for the survey

It would be best if you designed every survey with a goal in mind. Decide what you wish to learn from your customers, and create your survey around that goal. A clear purpose will help you create a good survey and aid you in properly analyzing the data you’ve gathered. You need to know what the customers’ answers imply and how valuable their information is.

By understanding the goal, you can set out to create straightforward questions that are easy to answer. Furthermore, you can better evaluate the value of those answers and provide cost-efficient rewards for filling out the survey, if need be.

Creating a decent survey

When you start creating a survey, making it visually stand out while maintaining brand integrity is essential. There are plenty of free tools that can help you create surveys decently, but none of them will tell you whether your customers will find your surveys jarring or well designed. If possible, consider consulting with a visual designer, so your surveys feel well placed.

A good online survey should have between 7 and 12 questions. You can have short surveys, but these can usually be tackled in a less intrusive manner (usually through single, open-ended questions or polls). Longer surveys take up to much time and effort from your customers, which lowers their motivation to finish them. So, try to stick between 7 and 12 questions.


The timing of your surveys is just as important as their presentation. While online surveys can increase customer loyalty, they will have a hard time doing so if your customer finds them annoying. So, the moment a customer visits your website, try to consider where it would be best placed before you pop out a survey. Some surveys are best sent via email to returning customers. In the email, you can personalize your request for filling out the survey and explain why their input is valuable. This again helps with customer loyalty, as it portrays appreciation for customer input.

On the other hand, if you plan on putting a survey on your website, consider when the customer would be most likely to view it. The last thing you want is your customers to leave your website because you pushed a survey at the wrong time. If you plan on providing rewards for filling out a survey, you’d be wise to offer it while the customer is viewing your online store. If not, try to find the time frame when the customer is interested in your brand but not currently caught up in any specific content, between reading two blogs, for example.

Considering all these aspects is how you can benefit from surveys. Now that you understand how online surveys can increase customer loyalty, be sure to implement them as soon as possible.

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