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Survey Templates Voice of the customer Surveys Emotional Ties Survey Template and Sample Questionnaire

Emotional Ties Survey Template and Sample Questionnaire

Do your customers really have an emotional tie with your company or brand? This survey template and sample questionnaire will give you the answer. This survey was developed and tested by Maarten Tolboom, a consultant with TNS NIPO in cooperation with the Foundation for Commercial Communications in Amsterdam. Maarten tested the emotional ties of customers with 10 national brands: Vodafone, Albert Hein supermarkets, Heineken beer, Grolsch beer, the Postbank, ING bank, Becel margarine, and two national newspapers.


Below are seven statements about your relationship with COMPANY/BRAND X.

Imagine if COMPANY/BRAND X were a person and was able to act like and do things people do.

Please indicate your feelings about COMPANY/BRAND X if COMPANY/BRAND X were a person.
Considering your complete experience with our company, how likely would you be to recommend our products to a friend or colleague?
Very Unlikely
Very Likely
There would be something missing in my life if COMPANY/BRAND X did not exist.
I have the feeling that I really understand COMPANY/BRAND X.
I have feelings for COMPANY/BRAND X that I do not have for any other companies/brands.
COMPANY/BRAND X has always been good for me.
COMPANY/BRAND X and I have a lot in common.
COMPANY/BRAND X reminds me of things I've done and places where I've been.
COMPANY/BRAND X can always count on me.
I trust COMPANY/BRAND X.
Thank you for taking part in this survey. It will help COMPANY/BRAND X to understand its customers better.

Benefits of using the Emotional Ties Survey Template


1. Gauge customer loyalty
This sample questionnaire will help you understand if your customers are loyal to your brand and why. Customer loyalty is vital for consumer retention and sustained business revenue. You can find out why your customers are not loyal and if they are a churn risk.

2. Customer trust
Customer loyalty and retention are dependant on consumer trust. Find out if your customers trust you and your offerings. Trust is built not only by providing products or services they need but also through fair practices, impeccable customer service, and customer empathy. If your customers do not trust your brand, you may inquire with them to know what can be done to increase consumer trust.

3. Net Promoter Score (NPS)
The survey template uses the NPS question that lets you measure consumer loyalty. They get categorized into three buckets, promoters, detractors, and passives, based on customers' responses. Promoters are happy with your brand and will stay on for long. The other two categories are something that you need to focus on and convert them into promoters.