What should you want to know about your customers? Some would say, “As much as possible.” Others would say, “One thing: How likely is it they would recommend you?” So which is it: everything or one thing?
I like having information. Yet I see many companies drowning in a sea of information with little sense of how to interpret it, how to prioritize it, and what if any action to take. On the other hand, while it might be tempting to simplify things and ask just one question, that leaves a huge void of understanding about your customers.
While I like having information, I think what’s most important is to have targeted information. Here are the seven questions I like to start with:
1. How did you find out about us?
This tells you about your marketing – how people become aware of your company and what you offer. It tells you which tactics are more likely and less likely to capture people’s attention.
2. Why did you choose us?
Customers have options. Why did they pick you? Don’t assume that you know the answer. Let them tell you what it is that made you stand above the competition.
3 & 4. If you had to make the same buying decision today, would you still choose us? Why?
Just because they selected you then doesn’t mean they would select you now. Maybe you haven’t lived up to the expectations you set. Or maybe your competitors have since passed you by.
5. What is the one thing we should do better or differently?
The answer to this question helps to prioritize your change initiatives. While there are endless things you could change or improve, it’s best to focus on those that are most irritating to the customer.
6. What is the one thing you like best about us?
This tells you about what your brand represents – from their perspective. That’s information you can leverage in your sales and marketing efforts.
7. How likely is it you will recommend us to others?
Yes, when all is said and done, it’s good to know if they will – not just would, but will – recommend you to others. Customers who are willing to be advocates are customers who are likely to be loyal.
So what should you want to know about your customers? Start with these seven questions.
Final point: Their answers plus no action equals a wasted opportunity. Commit to taking action. The answers to these questions will point the way.
Make it happen.
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