When to send it
Most feedback programmes focus on first-time buyers and unhappy ones. Your repeat customers get ignored, even though they're the ones who know exactly why your brand is worth coming back to. Send this survey with someone's second or third order, when the habit is forming, or as a quarterly note to everyone on your list who has bought more than once. Shopify, WooCommerce and most store platforms let you filter customers by order count, so building the list takes a few minutes.
Why these questions
It starts with a five-point satisfaction rating of the most recent order. Loyal customers forgive a lot, which is exactly why a dip in their scores is an early warning. Anyone who gives three or fewer is asked what could have been better, so a slipping regular gets a chance to tell you before they drift away.
The next question asks what keeps them coming back, with several answers allowed. Quality, value, delivery, the brand itself, service and plain habit are the usual reasons, and the mix tells you what your loyalty actually rests on. If most regulars tick habit and value, a competitor's discount is a real threat. If they tick quality and the brand, you have more room on price.
Then comes a question few brands ask: do they also buy something similar elsewhere. Even happy customers often split their spending, and those who do are asked what the other brand does better. These answers show you where your share of their wallet leaks.
The last question asks what they'd like from you next, such as new products, bigger packs, a subscription or gift sets. Repeat customers are the most reliable audience for these ideas, because they've already shown they'll pay.
The coupon
Repeat customers don't need a discount to order again, and offering one every time trains them to wait for it. A free gift with the next order feels like a thank-you rather than a price cut, and a small sample from another product line doubles as a way to introduce it. A shared code is fine here because the link only goes to people who have already bought from you. It's shown to everyone who finishes, whatever they answer.
What to do with the answers
Share the keeps-me-coming-back results with whoever writes your marketing: those reasons, in your regulars' words, are the strongest copy you have. Read every answer about other brands, and look for the same competitor or feature appearing more than twice. Use the what-next answers to rank product ideas before you spend on samples.
When a loyal customer reports a poor recent order, reply personally. For customers who have already stopped ordering, the lapsed customer win-back survey asks a different set of questions. To compare loyalty across your whole base, run NPS for online stores alongside this one.