Want to connect with your customers and show them that you’re listening to their issues and concerns?
Building surveys into your customer experience management strategy is a great way to gain valuable information while communicating with your customers.
But asking them the right type of question can dramatically improve your data—and your relationship customers.
Marketer Johnson Kee is here today to talk about how to put yourself in your customers’ shoes with 3 simple questions.
Your turn, Johnson:
Are you preparing to send out a survey to a list of prospects? Using closed-ended questions is a great method of collecting quantitative data, but if you’re looking for opinions and insight straight from the prospects’ minds, qualitative data from open-ended questions may be a better approach.
In general, people are inclined to share their opinions on the issues that are close to their hearts. Asking them the right questions about these subjects is a perfect opportunity for you to show them that you’re listening—and that you care about their experience.
Giving customers a voice is a crucial step to improving your products or services. Not only will they appreciate you putting them first, but you’ll also collect priceless feedback straight from your target market. While there are many questions you can consider, there are 3 in particular that your customers would love you to ask:
1. What is your single biggest problem regarding this topic?
While there might be a few small issues that cause headaches, there’s bound to be 1 or 2 that really keep your customers awake at night. You’re looking for those ones.
By specifically saying “single,” you force the customer to filter out all the minor problems so that only the one that really makes them sweat bullets remains. Some customers may rant, share personal stories, or go off on a tangent—but these are actually all good things. It shows that:
- They’re feeling emotional about their problem, meaning there’s a chance for you to relieve stress.
- They may have been bottling up this issue, and you are giving them the opportunity to let off some steam in a constructive way.
- They haven’t found a solution to their problem yet, otherwise they wouldn’t be talking about it.
2. How difficult has it been to find a solution to this problem? Elaborate.
If this problem really is as big as your customers make it out to be, they may have already done research in hopes of solving it themselves.
You’re not looking for single-word or single-phrase responses like “very” or “impossible.” You’re looking for people who will tell a story and explain why it has been difficult to find a solution.
What obstacles have they run into while searching for a solution? What tools does your business offer that can help?
Invested customers have tons of useful information for your business, which allows you to continuously improve their experience and understand their customer journey.
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3. What happened today that made you search for a solution to your problem?
Many problems start off as minor inconveniences. If they’re left alone, they can become real burdens.
There’s a tipping point that must be reached before someone takes action.
Finding that tipping point can help strengthen your relationship with your customer and prevent similar issues from blowing up in the future. And if your business can step in and immediately relieve that pain, you’ve won a customer for life!
It can also be helpful to expand the scope of the question in order to get the prospect to share what events led up to this tipping point. The impact of this is three-fold.
- You come across as someone who genuinely cares, instead of seeming like just another salesperson.
- You have the specific language your customers are using to explain their situation. This can be helpful in future campaigns to echo your customers’ thoughts and prove to them that you know what’s on their mind.
- Most importantly, knowing how the problem started gives you opportunities to step in earlier and possibly offer a solution to the problem in its infancy. This can extend your customer lifecycle, average customer value, and increase customer loyalty.
If you ask qualitative questions, you have to make them count.
The 3 questions above are invaluable keys to understanding more about your customers. If you use customer satisfaction surveys to get to know how they feel about their problems and what they do about them, you have a much better chance of delivering an ideal solution.
Johnson Kee is the founder of TribeGuy.com, a website dedicated to exploring what makes great communities and how to build them. In order to practice what he preaches, he’s set himself a goal of getting to 10,000 subscribers, documenting how’s he’s getting people to visit his site and how he’s converting them to subscribers.
Tags: customer feedback