How well do you know your customers?
Are you sure?
You may think you understand them and their problems. (And it's pretty important that you do, so you can tell them how you make their life better).
But if you don't ask, you'll always be guessing.
Being able to see your business through the eyes of your customers is truly invaluable. Since these are people who decided to take action, you'll be able to understand what pushed them over the edge.
So what should you be asking them? And what should you hope to learn from that information?
Keep in mind that for these questions, you should allow for an open-ended answer from your customer (a text box). Yes, it will be more work to assess the results, but it's the only way to allow for truly authentic answers. Using multiple choice answers will not work nearly as well.
Here are four must-ask customer survey questions:
Question 1: “In one sentence describe yourself.”
“I am a 29 year old female designer with a passion for watches.”
This will allow your users to describe themselves openly, giving you the opportunity to discover themes and patterns.
Question 2: “Where exactly did you first hear about us?”
As we mentioned earlier, this will give you great insights into what is really driving demand.
In our case, we discovered that speakers at events were mentioning Hotjar in their sessions. Since then we’ve been giving this channel more importance.
All you need is a couple of good ideas to start growing new interesting channels.
Remember to segment surveys by user or customer type. This will allow to you see which channels are actually driving the most profitable results.
Question 3: “How would you describe us to a friend? (Please write the exact words you would use.)”
This is a great way to see what words and terms your users use to describe you.
This can reveal new interesting ways to position yourself and your campaigns. It’s also a great source of testimonials to publish on your site. Just reach out to respondents to ask for permission and a photo to use.
Question 4: “What are your biggest everyday challenges?”
Get into the mind of your users and customers by identifying the biggest problems that they are dealing with. This can uncover new opportunities for both content and offer development.
Asking these questions can lead to pretty insightful answers. You can check out 6 more questions over at Digital Marketer.
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