How to capture customer data with post-purchase surveys

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Every purchase holds a story.

What motivated a customer to make a specific purchase? What could they buy in the future? Today's brands sit on mountains of transaction data, but numbers alone don't reveal the full picture.

Post-purchase surveys bridge this gap, yet many marketers hesitate to implement them. The hesitation stems from two main challenges.

First, many brands don't realize that collecting additional customer data beyond the transaction details can be crucial to driving retention.

Second, some view the technical implementation as overwhelming.

Marketing teams run very lean and have limited bandwidth. With so many competing priorities, brands don't implement post-purchase surveys and end up missing out on the benefits.Jon Palmer

"Marketing teams run very lean and have limited bandwidth," says Jon Palmer, lead product marketing manager at Klaviyo. "With so many competing priorities, brands don't implement post-purchase surveys and end up missing out on the benefits."

Even when brands do collect this valuable data, it often sits isolated in survey tools, disconnected from their marketing systems.

But imagine using every "thank you for your purchase" message to reveal deep customer insights. Imagine automatically routing gift buyers to holiday campaigns, or being able to adjust sending frequency based on buying patterns, and personalizing product recommendations based on stated preferences.

Post-purchase survey data can unlock all of those use cases.

How understanding your customers' motivations improves your marketing

Raw purchase data tells you what happened. Post-purchase surveys tell you why-and that "why" should shape every marketing decision that follows.

Consider a jewelry purchase in December. Without context, you might label this customer a jewelry enthusiast and send them similar offers year-round. But a simple survey could reveal the truth: it was a one-time gift purchase.

Using the knowledge that the purchase was a gift, you can segment that customer to only receive marketing around gift-giving holidays-delivering relevant content and preventing them from unsubscribing.

And the benefits of collecting customer data with post-purchase surveys go beyond identifying gift-giving patterns.

The beauty of Klaviyo is that integrations with survey tools are pre-built in our platform.Jon Palmer

After receiving post-purchase survey results, a fitness apparel brand might discover their new customer is specifically a runner, not just someone who likes wearing workout clothes. Instead of sending generic "new workout shorts" messages, the brand can send messages with subject lines that speak directly to the customer's passion: "New shorts perfect for your morning run."

Purchase frequency insights from surveys prove equally valuable. Monthly buyers need different communication patterns than yearly shoppers. Match your communication cadence to their buying habits, and your unsubscribe rates could drop while engagement soars.

"The beauty of Klaviyo is that integrations with survey tools are pre-built in our platform," says Palmer. "Whenever someone fills out a survey, all the answers automatically get pushed to that customer's profile, and the data is just there for the marketer to use in segmentation and flows."

3 questions for building stronger customer relationships

A post-purchase survey works like a conversation with your customer. Ask the wrong questions, and you'll get polite but useless answers. Ask the right ones, and you'll uncover insights that shape months of meaningful interactions, which could improve both customer lifetime value (CLTV) and retention.

3 essential questions can turn basic transactions into revenue opportunities:

1. Did you buy this for yourself or as a gift?

A cookware brand that knows a customer bought their premium chef's knife as a holiday gift won't waste January marketing messages promoting knife accessories. Instead, they'll note the customer's interest in gifting high-end kitchen goods and return with perfectly timed promotions before the next gift-giving season.

2. How often do you replace/buy [product category]?

Understanding replacement cycles turns basic transactions into almost predictable revenue. When a toy brand learns a customer buys new releases every 4-6 months, they can time their campaigns so that each new toy announcement arrives just as interest in the previous item starts to wane.

The toy brand can use this data to:

• Send "sneak peek" messages when customers are most likely to buy again.
• Adjust sending frequency to match customer shopping patterns.
• Create early-access offers for their most engaged buyers.
• Target customers with similar items in their preferred collection theme.

This question can also help athletic wear brands learn when to promote seasonal gear replacements. And beauty brands can align re-order reminders with individual usage patterns.

3. Which features matter most to you?

Knowing what your customers value about your product can drive precision targeting. A fragrance brand asking about a customer's preferred scent profiles (fresh, woody, floral) gains an instant filter for future recommendations.

Kitchen brands can highlight durability for one segment while emphasizing professional features for another, depending on what each segment deems most important. For athletic wear companies, knowing a customer prioritizes moisture-wicking over compression fit means future emails and texts can speak directly to their primary concern.

Post-purchase survey pro tip: Each answer should connect directly to your product catalog, making personalization automatic and effortless. "You want to map these questions to how you've organized your products," explains Palmer. "That way, when you build the follow-up content, you can recommend products or collections that map directly to the answers the shopper gave."

How to collect customer data to deeply understand your customers

The moment of capture matters as much as the questions you ask. Timing, format, and technical implementation all influence how many customers respond-and how quickly you can act on their answers.

There are a multitude of ways to capture valuable data directly from your customers so you can better understand their habits and needs. Start with these 3 reliable methods:

1. On-site forms after purchase

Strike while the iron's hot. Your order confirmation page catches customers at their most engaged moment. A quick 2- or 3-question form here can yield high response rates for essential data points like purchase motivation or product preferences.

With Klaviyo, the data flows instantly into your marketing system, ready for immediate use in follow-up campaigns. To boost completion rates, you can offer incentives like discounts on the next order.

Post-purchase survey pro tip: Incentives like discounts or loyalty points don't just serve your customers. They also serve you by driving customer lifetime value in the long run. "When someone makes their second purchase, they're more likely to make a third purchase," Palmer explains. "Moving customers from first to second purchase quickly increases their brand loyalty."

2. Follow-up message with survey link

Want deeper insights? Send a post-purchase email or text message linking to a dedicated survey. Just beware of data silos.

"With a lot of systems, you could spin up a survey, but then all the answers sit there," explains Palmer. "It never gets tied back to a unified profile. Historically, there's been a ton of work to import and export survey data, so you never have it in your system that actually sends marketing messages."

The solution? Adopt a platform like Klaviyo that syncs survey responses directly to customer profiles. This enables:

• Real-time data flow into segmentation
• Automatic profile updates without manual exports
• Speedy delivery of promised incentives in seconds rather than potentially hours ("Take our survey for 10% off")

Klaviyo makes collecting this data simple through pre-built integrations with popular survey tools like Typeform and Octane AI. These partnerships mean you can use specialized survey platforms while keeping all customer data in one place.

Just connect your preferred survey tool to Klaviyo once, and all responses automatically sync to your customer profiles-no manual data transfers needed.

3. SMS conversations

Text messaging opens a natural dialogue with customers right where they already spend time. This is why Klaviyo will soon offer automated SMS surveys that feed responses directly into your customer profiles.

Instead of clicking links or filling out forms, customers can simply reply to questions via text-perfect for quick feedback about purchase satisfaction or product preferences.

Start small, scale smart

Post-purchase surveys don't require third-party tools or complex integrations to prove their value. While dedicated survey platforms offer rich features, starting with your existing marketing platform can quickly demonstrate the power of customer feedback.

If you're looking to test this or you're a lean marketing team with limited time, you can do this with Klaviyo without buying any other software tools.Jon Palmer

"If you're looking to test this or you're a lean marketing team with limited time," Palmer explains, "you can do this with Klaviyo without buying any other software tools."

Start with two questions on your order confirmation page: "Who did you buy this for?" and "How often do you make similar purchases?" The insights these basic inquiries reveal can improve your marketing effectiveness and boost CLTV.