Loyalty Score Survey Template. Measure loyalty, diagnose the drivers, benchmark over time.
A 5-question recurring loyalty study built around Loyalty Score — with the follow-up questions that tell you why the score is what it is, not just what it is. Works for customer LS and employee LS (eLS). Launch in under 2 minutes.
Loyalty Score
The single-question loyalty metric: "How likely are you to recommend [brand/product/company] to a friend or colleague?" Scored 0–10. Promoters (9–10), Passives (7–8), Detractors (0–6). LS = % Promoters − % Detractors. Industry-standard benchmark for brand and product loyalty.
Aided awareness
LS tells you the score. Driver questions tell you why — what specifically is earning or eroding loyalty. Understanding drivers is what makes LS actionable: without them, you know you have a 32 LS and nothing to fix.
Promoter vs. detractor verbatims
Open-text follow-up questions capture qualitative explanation in the respondents' own words. What do Promoters love? What are Detractors upset about? The verbatim responses are often the most useful output of the entire study.
eLS (Employee LS)
The same 0–10 scale applied to employees: "How likely are you to recommend [company] as a place to work?" Measures employee loyalty and advocacy — a leading indicator of retention and culture health.
How it works
Set your audience.
For customer LS: target recent buyers or existing customers in your category. For eLS: target employees at companies matching your industry and size profile. For competitive benchmarking: target users of specific competitor products.
Launch the study.
The Loyalty Score template has the LS question, driver follow-ups, and open-text verbatim questions pre-built. Customize the brand or product name, set your sample size, and launch.
Collect responses.
Panel delivers in as little 48 hours. For recurring LS tracking, SegmentOS lets you relaunch the same study at your chosen interval — monthly, quarterly, or annually — so results are directly comparable wave-over-wave.
Read your results.
LS score with Promoter / Passive / Detractor breakdown, driver question distributions, word cloud from verbatim responses, and trend line if you're tracking over time.
Launch your loyalty score survey → [Start free — no credit card required]
Simple pricing. No surprise invoices.
Common questions
What's a good LS score?
LS benchmarks vary significantly by industry. In consumer tech, a score above 30 is generally considered good; above 50 is excellent. In retail, average NPS tends to run 30–45. In financial services, 20–35 is typical. The more useful benchmark is your own historical NPS over time — is it improving, stable, or declining? — and the NPS of your direct competitors measured in the same study.
How is this different from a basic NPS calculator?
A calculator converts a score into NPS arithmetic. This is a full study: screener to qualify respondents, NPS question, driver follow-ups to explain the score, verbatim capture, and optional panel to field to external audiences. The calculator is one output. The study produces the data that makes the calculator output actionable.
How often should I run an LS survey?
Quarterly is the standard for brand-level LS tracking. Monthly is appropriate during periods of significant product change or service disruption — you want to detect the impact quickly. Annual NPS is too slow to be actionable. For post-transaction NPS (after a specific purchase or service interaction), continuous fielding is the norm.
What's the difference between LS and CSAT?
LS measures long-term loyalty — whether someone would recommend you, which predicts retention and advocacy. CSAT (Customer Satisfaction Score) measures satisfaction with a specific experience or transaction. NPS is relationship-level; CSAT is transaction-level. For a complete picture of customer health, run both.
Can I measure eLS (employee LS) with this template?
Yes. Change the screener to qualify current employees, and change the LS question to "How likely are you to recommend [company] as a place to work?" The driver questions update to reflect common employee loyalty factors. eNPS benchmarks: above 10 is average for most industries; above 40 is excellent; below 0 means you have a retention problem.