Repeat Customer Survey
This repeat customer survey helps you understand what keeps customers coming back. It captures their purchase history awareness, identifies key loyalty drivers (quality, price, service, convenience), measures NPS, and explores future purchase intent. The form adapts questions based on how many purchases the customer has made, providing insights that help you strengthen retention strategies.
Try the Form
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export function repeatPurchase(form: FormTs) {
// Repeat Customer Survey - Loyalty drivers and retention insights
// Demonstrates: RatingScale (NPS), MatrixQuestion, StarRating, SuggestionChips,
// Slider, dynamic styling, conditional visibility, computed summaries
// ============================================
// STATE
// ============================================
const purchaseCount = form.state<string | null>(null);
const overallSatisfaction = form.state<number | null>(null);
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'Welcome Back!',
computedValue: () => 'We\'d love to hear about your experience as a returning customer.',
customStyles: {
background: 'linear-gradient(135deg, #f59e0b 0%, #ea580c 100%)',
color: 'white',
padding: '28px',
borderRadius: '12px',
textAlign: 'center',
fontSize: '14px'
}
});
});
// ============================================
// SECTION 1: PURCHASE HISTORY
// ============================================
const historySection = form.addSubform('historySection', {
title: 'Your Shopping History',
customStyles: {
backgroundColor: '#fffbeb',
padding: '16px',
borderRadius: '8px'
}
});
historySection.addRow(row => {
row.addRadioButton('purchaseFrequency', {
label: 'How many times have you purchased from us?',
options: [
{ id: '2', name: 'This is my 2nd purchase' },
{ id: '3-5', name: '3-5 purchases' },
{ id: '6-10', name: '6-10 purchases' },
{ id: '10+', name: 'More than 10 purchases' }
],
orientation: 'vertical',
onValueChange: (v) => purchaseCount.set(v ?? null)
});
});
historySection.addRow(row => {
row.addDropdown('shoppingDuration', {
label: 'How long have you been shopping with us?',
options: [
{ id: 'month', name: 'Less than a month' },
{ id: '1-6months', name: '1-6 months' },
{ id: '6-12months', name: '6-12 months' },
{ id: '1-2years', name: '1-2 years' },
{ id: '2+years', name: 'More than 2 years' }
],
placeholder: 'Select duration...'
});
});
// ============================================
// SECTION 2: LOYALTY DRIVERS
// ============================================
const driversSection = form.addSubform('driversSection', {
title: 'What Keeps You Coming Back?',
isVisible: () => purchaseCount() !== null,
customStyles: {
backgroundColor: '#fef3c7',
padding: '16px',
borderRadius: '8px'
}
});
driversSection.addRow(row => {
row.addMatrixQuestion('loyaltyDrivers', {
label: 'Rate how important each factor is in your decision to return:',
rows: [
{ id: 'quality', label: 'Product quality', isRequired: true },
{ id: 'price', label: 'Price & value' },
{ id: 'service', label: 'Customer service' },
{ id: 'convenience', label: 'Shopping convenience' },
{ id: 'selection', label: 'Product selection' },
{ id: 'delivery', label: 'Delivery experience' },
{ id: 'trust', label: 'Brand trust' }
],
columns: [
{ id: 'notImportant', label: 'Not Important' },
{ id: 'somewhat', label: 'Somewhat' },
{ id: 'important', label: 'Important' },
{ id: 'critical', label: 'Critical' }
],
fullWidth: true
});
});
driversSection.addRow(row => {
row.addSuggestionChips('topReasons', {
label: 'Top 3 reasons you keep shopping with us:',
suggestions: [
{ id: 'quality', name: 'Great quality' },
{ id: 'prices', name: 'Best prices' },
{ id: 'service', name: 'Amazing service' },
{ id: 'fast', name: 'Fast shipping' },
{ id: 'returns', name: 'Easy returns' },
{ id: 'rewards', name: 'Loyalty rewards' },
{ id: 'exclusive', name: 'Exclusive products' },
{ id: 'experience', name: 'Great experience' }
],
max: 3,
alignment: 'center'
});
});
// ============================================
// SECTION 3: SATISFACTION RATINGS
// ============================================
const satisfactionSection = form.addSubform('satisfactionSection', {
title: 'Your Satisfaction',
isVisible: () => purchaseCount() !== null
});
satisfactionSection.addRow(row => {
row.addStarRating('overallRating', {
label: 'Overall satisfaction with us as a repeat customer',
maxStars: 5,
size: 'lg',
alignment: 'center',
showConfettiOnMax: true,
onValueChange: (v) => overallSatisfaction.set(v ?? null)
});
});
satisfactionSection.addRow(row => {
row.addStarRating('productRating', {
label: 'Product quality consistency',
maxStars: 5,
size: 'md',
alignment: 'center'
}, '1fr');
row.addStarRating('serviceRating', {
label: 'Service quality over time',
maxStars: 5,
size: 'md',
alignment: 'center'
}, '1fr');
});
satisfactionSection.addRow(row => {
row.addEmojiRating('experienceMood', {
label: 'How do you feel about shopping with us?',
preset: 'satisfaction',
size: 'lg',
alignment: 'center'
});
});
// ============================================
// SECTION 4: NPS & RECOMMENDATION
// ============================================
const npsSection = form.addSubform('npsSection', {
title: 'Would You Recommend Us?',
isVisible: () => overallSatisfaction() !== null,
customStyles: () => {
const score = npsSection.ratingScale('npsScore')?.npsCategory();
if (score === 'promoter') return { backgroundColor: '#dcfce7', padding: '16px', borderRadius: '8px' };
if (score === 'passive') return { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' };
if (score === 'detractor') return { backgroundColor: '#fee2e2', padding: '16px', borderRadius: '8px' };
return { padding: '16px', borderRadius: '8px', border: '1px dashed #cbd5e1' };
}
});
npsSection.addRow(row => {
row.addRatingScale('npsScore', {
label: 'How likely are you to recommend us to friends or family?',
preset: 'nps',
showSegmentColors: true,
showCategoryLabel: true,
showConfettiOnPromoter: true,
alignment: 'center'
});
});
npsSection.addRow(row => {
row.addTextarea('npsReason', {
label: () => {
const category = npsSection.ratingScale('npsScore')?.npsCategory();
if (category === 'promoter') return 'What would you tell them about us?';
if (category === 'detractor') return 'What would make you more likely to recommend us?';
return 'Any specific feedback?';
},
placeholder: 'Share your thoughts...',
rows: 3,
isVisible: () => npsSection.ratingScale('npsScore')?.value() !== null
});
});
// ============================================
// SECTION 5: COMPARISON & COMPETITION
// ============================================
const comparisonSection = form.addSubform('comparisonSection', {
title: 'How We Compare',
isVisible: () => npsSection.ratingScale('npsScore')?.value() !== null
});
comparisonSection.addRow(row => {
row.addRadioButton('competitorShopping', {
label: 'Do you also shop at our competitors?',
options: [
{ id: 'exclusively', name: 'No, I shop exclusively with you' },
{ id: 'mostly', name: 'Sometimes, but mostly here' },
{ id: 'equally', name: 'About equally' },
{ id: 'lessHere', name: 'I shop more elsewhere' }
],
orientation: 'vertical'
});
});
comparisonSection.addRow(row => {
row.addSlider('pricePerception', {
label: 'How do our prices compare to competitors?',
min: 1,
max: 5,
step: 1,
showValue: false,
defaultValue: 3
});
});
comparisonSection.addRow(row => {
row.addTextPanel('priceLabels', {
computedValue: () => {
const value = comparisonSection.slider('pricePerception')?.value() ?? 3;
const labels = ['Much higher', 'Slightly higher', 'About the same', 'Slightly lower', 'Much lower'];
return `Price perception: ${labels[value - 1]}`;
},
customStyles: {
textAlign: 'center',
fontSize: '13px',
color: '#6b7280'
}
});
});
// ============================================
// SECTION 6: FUTURE INTENT
// ============================================
const intentSection = form.addSubform('intentSection', {
title: 'Looking Ahead',
isVisible: () => comparisonSection.radioButton('competitorShopping')?.value() !== null
});
intentSection.addRow(row => {
row.addThumbRating('willReturn', {
label: 'Will you continue shopping with us?',
showLabels: true,
upLabel: 'Yes, definitely!',
downLabel: 'Probably not',
alignment: 'center',
size: 'lg'
});
});
intentSection.addRow(row => {
row.addCheckboxList('futureInterest', {
label: 'What would make you shop with us more?',
options: [
{ id: 'discounts', name: 'More discounts/promotions' },
{ id: 'loyalty', name: 'Better loyalty program' },
{ id: 'selection', name: 'Wider product selection' },
{ id: 'delivery', name: 'Faster/cheaper delivery' },
{ id: 'app', name: 'Better mobile app' },
{ id: 'personalization', name: 'More personalized recommendations' }
],
orientation: 'vertical',
max: 3
});
});
// ============================================
// SECTION 7: SUMMARY
// ============================================
const summarySection = form.addSubform('summarySection', {
title: 'Your Loyalty Profile',
isVisible: () => intentSection.thumbRating('willReturn')?.value() !== null
});
summarySection.addRow(row => {
row.addTextPanel('loyaltySummary', {
computedValue: () => {
const purchases = purchaseCount();
const satisfaction = overallSatisfaction();
const nps = npsSection.ratingScale('npsScore')?.value();
const npsCategory = npsSection.ratingScale('npsScore')?.npsCategory();
const willReturn = intentSection.thumbRating('willReturn')?.value();
let loyaltyLevel = 'Evaluating';
if (npsCategory === 'promoter' && willReturn === 'up') loyaltyLevel = 'Champion';
else if ((npsCategory === 'promoter' || npsCategory === 'passive') && willReturn === 'up') loyaltyLevel = 'Loyal';
else if (npsCategory === 'passive') loyaltyLevel = 'At Risk';
else if (npsCategory === 'detractor') loyaltyLevel = 'Needs Attention';
let emoji = '🏆';
if (loyaltyLevel === 'Loyal') emoji = '💎';
else if (loyaltyLevel === 'At Risk') emoji = '⚠️';
else if (loyaltyLevel === 'Needs Attention') emoji = '🔔';
let summary = `${emoji} Loyalty Profile\n`;
summary += `${'═'.repeat(25)}\n\n`;
summary += `📊 Purchase History: ${purchases || 'Not specified'}\n`;
summary += `⭐ Satisfaction: ${satisfaction ? satisfaction + '/5' : 'Not rated'}\n`;
summary += `📈 NPS Score: ${nps ?? 'Not rated'}${npsCategory ? ` (${npsCategory})` : ''}\n`;
summary += `🔄 Will Return: ${willReturn === 'up' ? 'Yes' : willReturn === 'down' ? 'No' : 'Undecided'}\n`;
summary += `\n${'─'.repeat(25)}\n`;
summary += `🎯 Loyalty Level: ${loyaltyLevel}`;
return summary;
},
customStyles: () => {
const npsCategory = npsSection.ratingScale('npsScore')?.npsCategory();
const willReturn = intentSection.thumbRating('willReturn')?.value();
const baseStyles = {
padding: '20px',
borderRadius: '12px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '14px'
};
if (npsCategory === 'promoter' && willReturn === 'up') {
return { ...baseStyles, background: 'linear-gradient(135deg, #dcfce7 0%, #bbf7d0 100%)', borderLeft: '4px solid #22c55e' };
}
if (npsCategory === 'detractor' || willReturn === 'down') {
return { ...baseStyles, background: 'linear-gradient(135deg, #fee2e2 0%, #fecaca 100%)', borderLeft: '4px solid #ef4444' };
}
return { ...baseStyles, background: 'linear-gradient(135deg, #fef3c7 0%, #fde68a 100%)', borderLeft: '4px solid #f59e0b' };
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: () => {
const npsCategory = npsSection.ratingScale('npsScore')?.npsCategory();
if (npsCategory === 'promoter') return 'Submit & Thanks for Your Loyalty!';
return 'Submit Feedback';
},
isVisible: () => intentSection.thumbRating('willReturn')?.value() !== null
});
form.configureCompletionScreen({
type: 'text',
title: () => {
const npsCategory = npsSection.ratingScale('npsScore')?.npsCategory();
if (npsCategory === 'promoter') return 'Thank You, Valued Customer!';
if (npsCategory === 'detractor') return 'We Appreciate Your Honesty';
return 'Thank You for Your Feedback!';
},
message: () => {
const npsCategory = npsSection.ratingScale('npsScore')?.npsCategory();
if (npsCategory === 'promoter') {
return 'Your loyalty means the world to us! As a thank you, check your email for an exclusive offer.';
}
if (npsCategory === 'detractor') {
return 'We value your candid feedback. Our team will review your concerns and work to improve your experience.';
}
return 'Your insights help us serve you better. We\'re grateful for your continued support!';
}
});
}
Frequently Asked Questions
When should I send a repeat purchase survey?
Send after significant purchase milestones: 2nd purchase (converts to repeat), 5th purchase (loyal customer), or after a long absence return. Avoid sending after every purchase to prevent survey fatigue.
What are the key loyalty drivers to track?
Common drivers include: product quality, price/value, customer service, convenience, brand trust, product selection, and loyalty rewards. This template covers all major drivers and lets you add industry-specific ones.
How do I use this data for retention?
Identify top loyalty drivers and double down on them. Find at-risk segments (low NPS despite repeat purchases) and address their concerns. Use feedback to personalize retention offers.
Should I compare new vs repeat customer feedback?
Yes! Compare NPS and satisfaction between first-time and repeat customers. Repeat customers often have different expectations and pain points. Use different follow-up questions for each segment.
How do I calculate customer lifetime value impact?
Track customers who gave feedback and their subsequent purchases. High-NPS customers typically have 2-3x higher lifetime value. Use this data to justify retention investments.