If you want really insightful information from your customers, try asking these 5 open-ended questions:
What is the one thing you think we do really well?
This question will help you identify what customers really like about doing business with you. You may have your own opinions on this, however more than likely you will be surprised by customers’ opinions on what they consider as your biggest differentiator.
What is the one thing we do that you think needs improvement?
This enables you to get real feedback on areas of your business that need improvement from a customer perspective. Some of the customer responses might be unexpected, but this is truly valuable insight for improving your business relative to actual customer experiences.
What is the one thing we do that we should stop doing?
Companies rarely ask their customers this question. The problem is that many businesses do things because they think that’s what customers want or because they’ve always done it. This could be something that a company spends resources on but has no or even worse negative value for customers.
What is the one thing we don’t do that we should start doing?
Your customers have done business with many other related and unrelated companies and have seen good and bad business practices for how businesses deal with customers. These answers can provide great ideas for improving the experience for your customers and developing stronger competitive differentiation.
Would you recommend us to others?
This question will tell you whether or not your customer is someone that will help drive positive word of mouth.