Form questions
Loyalty program survey questions
Ask ten to fourteen, sent to members who joined more than three months ago. Three are never cut: how often they actually redeem, which three rewards they would choose, and whether the program changes where they buy. The last one is the question a program is least likely to survive and most needs to be asked.
A rewards program is usually reported on sign ups, which is the number that never falls. These questions measure redemption and friction instead, and they make members pick three rewards rather than approve all of them.
The questions
Redemption
How often do you actually redeem a reward?Single choiceRequired
Redeeming, not earning. Sign ups flatter a program; redemption is the only figure that describes it.
When did you last redeem something?Dropdown
Has a reward ever expired before you used it?Single choice
Expiry is the most common single complaint about points schemes and rarely appears in the program's own reporting.
Do you know roughly how many points you have right now?Single choice
A proxy for whether the balance is visible anywhere a member actually looks.
How do you usually collect points?Single choice
Which rewards matter
Which three rewards would you most want?Multiple choiceRequired
Say pick three in the label. There is no ranking component, and an unlimited multiple choice list ranks nothing because everything gets ticked.
Which of the current rewards have you never used?Multiple choice
Would you rather have a small reward often or a large one rarely?Single choice
What one reward would make you use the card every visit?Long text
Would you give points to somebody else if you could?Single choice
Friction
How easy is each of these?Rating gridRequired
Five rows on a very hard to very easy scale: remembering to scan, knowing the balance, understanding what a reward costs, claiming one, using it at another branch.
What stops you using it more?Multiple choice
Have you ever been unable to claim something you had earned?Single choice
Is the app or the card easier for you?Single choice
Have you ever forgotten to scan and asked for the points later?Single choice
Value and context
Does the program change where you buy?Single choiceRequired
Four honest options, including one that says it does not. A program that changes nothing should be found out before it is expanded.
If the program disappeared tomorrow, what would you do?Single choice
Would you pay a small annual fee for a better version?Single choice
How many times a fortnight do you visit?Number
Anything about the program that annoys you?Long text
Which questions to make required
Four are required because each one answers a separate question the program has to face: does anybody redeem, which rewards are worth stocking, where the friction sits, and whether any of it changes behaviour. Everything else is optional, including the open questions, because a member who has nothing to add should still be counted in those four numbers rather than dropping out at the last screen.
- How often do you actually redeem a reward?
- Which three rewards would you most want?
- How easy is each of these?
- Does the program change where you buy?
The form built from these questions
A static copy of a form built from part of the bank, exactly as it renders.
Three ways to change this bank
For an airline or hotel scheme, replace the friction grid with tier mechanics: how clear the tier rules are, whether the member knows what they need for the next tier, and whether a benefit has ever failed to apply at the point of use. Tiers create their own friction that a points grid never finds. For a shorter version, ask four: how often do you redeem, pick your three rewards, how easy is claiming, and does it change where you buy. Four questions is enough to decide next year's rewards board. For a follow up wave, survey again once the rewards have changed, with the same four questions and a fifth asking whether the member noticed the change at all. Programs are changed far more often than they are noticed being changed.
Questions people ask
Who should get a loyalty survey?
Members who joined at least three months ago, including the ones who have stopped scanning. Surveying only active members produces a glowing result about a program that half the list has abandoned. Send to lapsed members too and report their answers as a separate group rather than in the average.
Should the survey be paid for in points?
No. Offering points to answer a survey about points guarantees that the people who care most about points answer it, which is exactly the sample you already understand. If you want to raise the response rate, shorten the survey instead, and say plainly that no points follow from answering.
Why ask members to pick only three rewards?
Because an unlimited list produces a tick beside almost everything, and a rewards board cannot be built from that. Forcing a choice of three creates a ranking you can act on. Put the instruction in the label itself, since a form cannot cap how many boxes are ticked.
How long should it be?
Ten to fourteen questions for an annual review, four for a quick check. Most of the questions here are choices rather than writing, which keeps the perceived length short. Put the redemption question first so that even a partial response carries the figure the program is judged on.
What response rate should I expect?
Loyalty lists usually answer better than a general customer list, because members opted in and recognise the sender. Expect active members to answer several times more often than lapsed ones, which is why the two groups have to be reported separately rather than averaged into one number.
Can the results be broken down by store?
Only if you ask. Add a store dropdown and keep it short, since a long list of branches is a scrolling problem on a phone. The export gives one column per field, so a store column makes the whole survey sortable by site without any extra work.
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On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a conversational form with AI, then Design your welcome and thank you screens.
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