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How to Use Customer Surveys to Strengthen Your Loyalty Program
Let Customers Help You Build a Better Program
Your loyalty program isn’t just about points—it’s about building a relationship. And the best relationships are built on listening.
Customer surveys are one of the most underrated tools for loyalty optimization. A well-timed, well-written survey can uncover what your customers actually want—so you can stop guessing and start delivering.
Why It Matters
Too many brands design loyalty programs in a vacuum. But your most loyal customers already know what motivates them: the perks they care about, what feels rewarding vs. gimmicky, and how they'd actually use your program.
Their feedback gives you a shortcut to building tiers, rewards, and experiences that resonate.
"As a brand, we’re responsible for maximizing potential across every customer journey. That’s why we’ve taken a 'choose your own adventure' approach—some customers want passive benefits, while others want to deeply engage. We cater to both." - Dianne Dickinson, Head of Growth at Barefaced
What to Ask (Template)
Use a short, focused survey like this:
- What’s the most valuable perk a brand can offer you?
- How do you prefer to be rewarded—discounts, store credit, exclusive access, or surprises?
- What would make you more likely to come back and repurchase?
- How would you describe your experience with [Brand] so far in 1–2 words?
- Are you interested in earning rewards by referring friends, completing challenges, or leaving reviews?
Keep it simple. 5–7 questions max. Ideally post-purchase or post-redemption.
How to Use the Results
1. Refine Your Rewards & Tiers
If customers say they value exclusivity over discounts, consider swapping point redemptions for early drops, gated content, or access to skin consultations.
2. Improve Emotional Engagement
Words like “appreciated,” “fun,” or “forgettable” can reveal how your program makes people feel. These emotional cues can guide tone, design, and copy.
3. Test New Mechanics
If you learn that 60% of customers would engage more with social or challenge-based rewards—you’ve just unlocked a high-value experiment.
Pro Tip
Incentivize your survey with a small reward (like 100 points or early access). You’ll drive more responses and reinforce program engagement.
The Big Idea
Your best loyalty program advisor is your customer. Ask the right questions, and they’ll show you exactly how to win their loyalty.
Want to turn survey insights into a data-backed strategy? Try our Impact Calculator!
