The Top 12 Questions You Should Be Asking In Your Customer Surveys & Why

The Top 12 Questions You Should Be Asking In Your Customer Surveys & Why

Customers can give you valuable insights into how to improve your product or service, as well as let you know what it is they love most about shopping with you and why they keep coming back. It is important to note that a dynamic survey should capture the information you need while also not overwhelming your customers.

  • Know what information you want to collect
  • Keep your survey short
  • Put it in the right format
  • Test the survey before sending it out

You will struggle to help your customers if you don’t know who they are and what it is they are after. Ask these questions to delve into what your customers are experiencing when they interact with your business, product or service.

Here are 12 of our top questions you should be asking in your surveys and why.

1. How did you find us?

Data from your website traffic can tell you where people find you, but it does not provide qualitative insight into why a customer chooses to shop with you. Knowing this information gives you the opportunity to focus your marketing efforts where they will be effective and stop advertising on unsuccessful sites.

2. Were your expectations met, unmet or exceeded? How could we have improved?

What are your customers expecting from you? Knowing the answer to these questions means you know where improvements need to be made if so and also where you can continue to exceed expectations. How can you go above and beyond for your customers?

3. What changed for you once you started using our product/service?

Applying to current customers, this question will help you to understand how your product or service has helped them. It also gives you a chance to get a testimonial to help with convincing prospective customers to purchase from you.

4.What is your greatest concern about our product or brand?

How can you make your product or service more appealing to your current or potential customers? Using their answers, you can gain some insight into their views on your business and gauge their ability to assess it. Identify what information is missing from your website. Use this information to address these concerns to improve your business' conversion rates.

5. Have you used a similar product/service before? Why did you make the choice to use us in the end?

Understand what their relationship was with the previous company and what exactly it was about your business that made them make the switch. This will give you an insight into what your competitors are doing and how you can improve on that. Also, if they are familiar with your product or service or is this new to them, you will then know what level of information they will need when they come on board as a customer.

6. How would you describe your buying experience?

Ask existing customers to identify the main pain points (if any) your customers are experiencing throughout your purchasing process. Take those issues onboard and improve on them for your future potential customers. If they describe a wonderful experience, expand on that experience and come up with a way to make it even better. There is always room for improvement.

7. What is your favourite feature?

Find out what your clients deem your most popular feature. That way you will know which features to expand on for future updates.

8. What is your least favourite feature?

In addition, it is crucial to identify the areas that need improvement.

9.How likely are you to recommend our product/service?

This question will allow you to calculate your NPS (Net Promoter Score). Ask your customers to rate your product or service from 0-10, according to the likelihood that they will recommend you? Knowing this gives you a valuable insight into your customers' decision-making process, as well as making them feel more comfortable explaining their reasoning.

10. How satisfied are you with our product/service?

Calculate your CSAT (Customer Satisfaction Score). How happy are your customers with your product or service?

11. How easy did we make it for you to solve your problem?

When it comes to completing a task or solving a problem, customers want to spend as little time and effort as possible. By asking them to score the amount of effort it took to complete a task/solve an issue, you can see exactly where you need to improve your processes.

12. Is there anything you would like to add?

Be sure to ask your customers if they have any additional suggestions because there may be something you overlooked. Encourage people to be honest and that all feedback is helpful. By finishing with an open ended question, it gives your customers the opportunity to give feedback on an area you may have missed. If they experienced an excellent shopping experience from purchase to arrival of their order but the product they ordered did not meet their expectations, then the questions may not factor that in. This question allows for that to be identified

Choose a few of the best questions that will suit your purpose. What is it you are trying to find out from your survey? By understanding this, you will get better results than you would if you asked dozens of irrelevant questions. Generally, the longer and more difficult a survey is to fill out, the less likely you are to get complete results from your customer. Make them quick and easy to answer. People want to spend as little time as possible completing a task.

Are you ready to put what you’ve learned into practice? Create, test and deploy dynamic surveys with Touchpoint Group. After these surveys have been sent and completed, you will then be able to collect all of the feedback and use powerful AI analytics to understand it at scale. Contact one of our marketing automation experts today to discuss creating dynamic surveys.


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Contact one of our marketing automation experts today to discuss creating dynamic surveys.