In addition to supporting your business through purchases, customers hold valuable insight into your brand, products and customer service. By taking the time to start a conversation and ask the right questions, you can gain a better understanding of their expectations and your competition while also learning how to improve your service and customer experience.
While hearing the truth, especially if it is negative, isn’t enjoyable, asking customers questions about their experience doesn’t have to be painful. Here are six questions you should ask customers and what you can learn from each.
1. Did you find value in your recent purchase?
Checking in with a customer after a recent purchase helps create loyal customers. This is especially important if they just purchased a high-value item such as a new vehicle. By reaching out to the customer and confirming they like their purchase and find value in it, you are showing them you care about satisfaction. Customers that see value in a purchase are more likely to return in the future, and since repeat customers cost less to convert, making sure customers are satisfied is a better return on investment for any business.
2. Did you consider any other companies before choosing us?
While you may think you know who your biggest competitors are, your customers might actually think differently. Knowing what other companies were in the running helps you identify top competitors and allows you the opportunity to research their brand, message, and offerings.
3. Is there anything we could have done to make your experience better?
A customer might be satisfied with their purchase and content with doing business with you; it doesn’t always mean your sales or service team wowed them. This open-ended question gives them a chance to voice additional expectations that weren’t met initially. As a result, you have the opportunity to change the customer experience by better training sales and service representatives.
4. What is one frustration you have when working with businesses like ours?
Every industry faces some type of judgment from consumers including, “they rip off customers” or “they don’t care about our real struggles.” As a business, it is important that you understand the stereotype customers and potential customers have about working with businesses in your industry. This helps you identify what keeps them from buying so you can take steps to set yourself apart from the rest of the industry.
5. Did any of our team members exceed your expectations? How?
Your customers have the front seat knowledge on who when above and beyond to make them happy and how. Uncovering which team members are wowing your customers is a great way to improve employee recognition programs and identify potential leaders within the company.
6. What can we do to fix it?
One question often overlooked is asking customers that are upset or unhappy what the business can do to make it right. In many cases, the situation can be reversed and turned into a positive outcome that results in more referrals and revenue because you took the time to show the customer matters.
7. How likely are you to recommend our company to a friend, family member or colleague?
As individuals, we only recommend the best to our family and friends. If a customer is willing to refer important people in their life to your brand, you are on the right track to delivering exceptional customer service and experience. If not, you know you have to make changes to your existing customer service strategy.