The whole point of a customer survey is to understand what your customers want and need from you. If you don’t know what they want and need, or you ignore it, people will eventually leave and look elsewhere for solutions. And the more you listen to what people want and respond, the more people will sing your praises and spread the good word about your business. These are a set of questions you can ask in your customer survey to figure out what exactly it is that people want and need from you.
- What do you like the most about our product/service? Start off with an easy one, and honestly sometimes the answer surprises you because people like something you wouldn’t consider to be important on your end.
- What do you dislike the most about our product/service? Get right in there, ask people what they don’t like, this is honestly one of the most helpful pieces of data you can collect, because we tend to avoid the negative and not ask people what they didn’t like.
- What Frustrates You About Our Product/service? I like this word in particular because frustration is a common experience, especially if it’s like a software product, you hear this all the time that it’s frustrating to use the product or difficult in some way.
- Where do you spend the most time using our product/service? This could apply to a physical product or a digital product, where do you spend your time when you use the product helps you understand where it fits in someone’s life.
- On a scale of 0-5 how likely are you to recommend our product/service to a friend? This one makes it personal, if you asked someone if they would stick their neck out to recommend you to someone they actually like (a friend), would they do it?
- How often do you use our product/service? This one is helpful because metrics can only tell you so much. People might log in, which you’d consider to be “usage” but then they don’t actually do anything, so they don’t consider it to be usage. This is where qualitative data can really help to accentuate your quantitative data.
- What could make our product/service better for you? Prepare for the biggest surprise of your life (probably), because when you ask people what would make the product better for them, they will give you answers you would never think of, that might not even be about the product at all.
- What would make you more likely to recommend our product/service to someone else? This one is interesting because it asks what would increase your likelihood to recommend. Which would get into what makes the product exciting or cool-sounding. People share things because it makes them look good, so what could you do to make your product make someone look good?
- What would make you stop using our product/service? Get ahead of churn by knowing the reasons someone might stop using your product or service. This will give you data on what your potential risks are in the future as well.
- How do you feel paying for our product/service? A rather bold question, but if people give you a real answer it tells you a lot. People don’t like parting with money, and asking directly about what someone is feeling at the moment they part ways with hard-earned cash to pay for your product or service, you can find a gold vein of feedback.
How to ask Customer Feedback Survey Questions People Want to Answer
One of the biggest problems with Feedback Surveys is people don’t want to answer the questions. They feel like it doesn’t matter, or they feel like you’re just trying to gather data from them. The way to cut through that noise is to be direct, frank, up-front, show some personality. The more you can be yourself in how you ask the questions, the more people feel comfortable being themselves in how they answer the questions, and that’s the key to getting good feedback anyways.
What to do with Customer Feedback once people answer these questions.
Honestly, follow-up if you can. If someone took the time to give you real answers to these questions, it means they stopped their busy day to provide you with information. If they did that, they are now in a deficit in terms of their investment in their relationship with your business. If you just give an automated “Thanks for your feedback” then they lost out on that interaction. However, if you follow-up with a personalized, not AI-written, thank you note or quick phone call if the customer want that, then you’ve made it a trade in which the customer came out ahead on their time investment.
How to Prioritize Feedback and Turn it Into Product/Service Improvements
If you’re using Interact Forms you can see patterns in how people respond within our insights tab. You can also download your open-ended responses and put them into your favorite AI or a Google Sheet to run an analysis on trends and patterns in the data. But I highly recommend cross-referencing that with anecdotal stories by talking to a selection of people who fill out your survey and also cross-referencing that with what you know about your customers and the questions they tend to already ask.
Build your own free survey with Interact and start gathering insights from your customer today!