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Thanks for that Brian!
A key point for me definitely is the focus on 'DIALOGUE' - can't help thinking that too many businesses simply don't want to engage in that with their customers - they'd rather 'tick boxes'!
12 Most Pragmatic Questions To Ask Your Customers
Lots of businesses invest a lot of time, money and effort in getting customer feedback. I also think that lots of businesses waste lots of time, money and effort in getting customer feedback. Why? They ask the wrong questions, they ask lots of questions, but don’t actually listen, or they listen to the answers and then do nothing about what they hear!
I’m all for getting customer feedback – it’s a great source of ideas, opportunities, improvements, and it demonstrates to your customers you care (provided of course you do listen and then take action!)
Too many businesses simply get boxes ticked, ‘go through the motions’, and ask questions that don’t make them too uncomfortable. So, just to get you thinking, here are 12 questions you might want to consider asking your customers.
These questions are not the ‘traditional’ customer feedback questions that typically get asked, and I’m not suggesting that you ask them all to all of your customers. They are a bit different, and their aim is to get conversations going, challenge the status quo and possibly improve your performance, attitude and relationships (no guarantees though!).
1. What attracted you to us originally?
This helps get a view of how you are seen in the market place and what are the things that appeal to your customers.
2.What would you do if we weren’t here?
This may give an insight into the value they place on you as a supplier – Would they actually notice?
3.Can you name one particular individual who has impressed you in our organization?
This highlights your customer champions, and maybe some of your ‘unsung heroes’. If they can’t name anyone, what does that say about the way your people interact with your customers?
4.What one thing could we do better?
Just one thing – it may highlight their priorities and key issues.
5. Why do you buy from us?
This highlights your strengths – some of which, you may not be aware of. (Be careful how you phrase this one! You might sound as if you’re doubting yourselves if you say it wrong!)
6. If Carlsberg ran our business, what would it look like?
You know the adverts – this one ‘stretches the imagination’, and even though you may not be able to ‘deliver’ exactly what they say, it may give you a few ideas about what they see as important!
7. Name one thing that we do or don’t do that irritates or annoys you
This one speaks for itself! The key is doing something about it!
8. Who can we learn from?
This helps you identify who your customers see as ‘role models’, and might just point something out that’s not happening in your industry you could learn from.
9. What would you say to someone else who asked you about us?
Their initial response to this is often a revealing one!
10. What is the one thing we should never stop doing?
This one tells you what they really value about you!
11. Are you ‘completely’ happy with us?
It can only be answered ‘yes’ or ‘no’. It’s a brave question, but it stops us rationalising away when people score us a 7 or 8 when we ask them to rate us out of 10. The obvious follow up question is …
12. Why / Why not?
You may feel you can’t ask these questions to your customers. That’s not a problem, but why not find some questions that you can ask?
So, go on, ask some questions, listen to the responses and do something as a result. What have you got to lose?
Featured image courtesy of wmacphail via Creative Commons.
Andy Hanselman
Andy Hanselman helps businesses ‘think in 3D’! That means being ‘Dramatically and Demonstrably Different’! He researches, speaks about, writes about and works with high performing businesses that are winning in today’s ever increasingly competitive and crowded marketplaces! Andy highlights how winning businesses differentiate themselves from their competitors, how they create remarkable customer experiences and relationships, get the best from their people and create a sustainable culture that completely supports this. It’s about leadership, it’s about innovation and it’s about ‘doing stuff’!
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I love these questions. It cuts to the chase on what your customers like/love about you, and what they wish would improve! It also builds the relationship because it encourages 2-way dialogue that isn't always focused on the next sales cycle.
Hi Guys!
Thanks for that! yes, the point of the questions is really to create 'dialogue' with customers! If these aren't the right ones for you and your business, then the challenge is to establish some that are! Anyone got any other questions that work for them?
Really great questions here. Most customer feedback forms are basic "yes" or "no" questions which leave no room for the gray areas. These questions let the customer submit real feedback that can actually be of use, if the company truly listens to what they are saying and does some follow up where needed
Great questions, Andy! I think the problem with companies issuing customer surveys sometimes is that they don't seek genuine feedback. They just want confirmation that they're doing everything right. These questions make the customer think and are likely to lead to a well-thought response. I like that. Feedback always beats a-pat-on-the-back.
Hi Mila!
Thanks for that! You make some great points! I've worked with a number of clients where we have used questions like this to get people thinking and 'standing in their customer's shoes'.
I can't help thinking that you're right about the issue of 'disconnection' between leaders and their people. You may have seen another 12 Most... article I wrote called 12 Most Effective Ways To Avoid Scriptease In Your Business - which is a typical consequence of this!
http://12most.com/2011/12/08/12-effective-ways-avoid-scriptease-business/
Love the idea of engaging your people in all this!
Andy
Dear Andy,
As someone who focuses greatly on listening to customers - which is a key role in managing my department - I think this is a good list to get managers and company owners thinking. I think the most interesting approach is for the supervisors, managers, and executives in a company to ask themselves these questions and see how their perspectives differ (if at all) from those of their clients. Then ask the representatives what they think clients would answer... This is a great way for people to assess if at the core, the original company values are being observed and delivered in the day to day service offering.
Apathy about service, I believe, comes from disconnected upper management. When there are too many levels between the principals of the company and the staff on the phones, it becomes critical that middle management and supervisors feel the passion that the owners, executives of the company feel, so they can consistently "care" when results of surveys come through, or questions are asked. Passionate leaders make for passionate employees which make for satisfied clients.
Like you said in your point 12, if you can't ask these questions, why not find some questions you can ask? I say start asking insiders the questions, and then the real questions you need answered will come out from those discussions and you will start to hear your clients and what they want.
One of the things that I asked my employees was, how do you know you have done a good job on customer service, what kinds of things do the clients say to *you* that let you know you did a great job. The answers I got to this question were very interesting and allowed us to open the discussion on how we can make sure to get those reactions 10 out of 10 times, and not just every once in a while.
Thanks for this awesome list @andyhanselman , its a fantastic tool to igniting that 3D mindset - great way to ring in the new year for success!
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