Customer Satisfaction and Customer Loyalty are sometimes not clearly distinguished by practitioners of customer surveys. While customer satisfaction refers to the customer’s view of a process or product you provide them, loyalty captures how a customer feels about the relationship. Not all satisfied customers are loyal customers. Loyal customers may sometimes be dissatisfied but they draw from their history they have with you to overcome the adverse impact of an occasional dissatisfactory experience.
As you design your customer survey, it helps to know what you are measuring. A focused questionnaire will provide higher value. Both satisfaction and loyalty should be investigated but knowing that they are different will help you focus and separate these studies.
