You’ve heard about client loyalty surveys but might not understand what the big deal is. We simplified it for you. Here’s why so many companies are using loyalty surveys and how they could help you.
August 19, 2021 by ClientCircle
You’ve heard about client loyalty surveys but might not understand what the big deal is. We simplified it for you. Here’s why so many companies are using loyalty surveys and how they could help you.
Client loyalty surveys are an assessment of the amount of loyalty a client (or client base) has toward a company or organization. With loyalty being the desire to refer, be retained and/or make repeat purchases.
These surveys ask a single-question to gauge how loyal individual clients are to an insurance agency.
Respondents are grouped into three categories based on their score:
Client loyalty surveys help agencies understand how clients actually feel about the relationship—not just whether a task was completed or a policy was issued.
Unlike traditional satisfaction surveys, loyalty-focused surveys are designed to surface signals tied directly to retention, referrals and long-term value. They help agencies identify which clients feel confident and supported, and which ones may be at risk of leaving if nothing changes.
Because these surveys are simple and easy to respond to, they tend to generate higher engagement and more meaningful feedback. Many agencies see strong participation rates, with clients often providing written comments that explain why they feel the way they do—not just how they rate the experience.
Over time, this feedback becomes one of the most valuable sources of insight an agency can have. It highlights communication gaps, uncovers hidden risks and reveals what your most loyal clients value most—giving you the information needed to strengthen relationships, improve retention and generate more referrals through intentional follow-up.
The overall client loyalty score for a company is calculated by subtracting the percentage of detractors from the percentage of promoters. This provides a score ranging from -100 to +100.
It depends on your industry. Internet providers, for example, average near the bottom with a score of 0.
Within the insurance industry, the direct carriers (Geico, Progressive, etc.) are averaging a loyalty score of around 30.
Independent insurance agents tend to have a closer relationship with their clients, better service and implement more consistent communication strategies.
The average loyalty score for independent insurance agents is closer to 60-75, which indicates very high client loyalty. Some agencies score above 75, which is indicative of even better client loyalty.
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