Get More Insights from Customers with These 4 Survey Questions

A previous article discussed limitations of typical surveys to produce valuable insights from customers.  The problem is that many surveys are constructed to get formulaic answers from customers, rather than letting them express opinions from their perspective.

Most surveys have multiple choice answers to questions because they are easy to score and analyze.  But a limited choice of predefined answers limits the opinions and feedback customers can provide when responding to a survey.  Questions with open-ended answers are more difficult to score, collate and analyze, but provide significantly better feedback, opinions and insights from the customers surveyed.

If you want to get really insightful information from your customers, try asking these 4 open-ended questions in a survey:

1. What is one thing you think we do well and should keep doing?
   This question will help you identify what customers really like about doing business with you.  While you may have your own opinions on this, you may be surprised by customers’ opinions on what they consider as your big differentiator and/or unique value proposition.  You obviously want to keep doing these things and ensure continued focus on doing them well.
2. What is 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 may be unexpected, but this is truly valuable insight for improving your business relative to actual customer experiences and insights.
3. What is one thing we do that we should stop doing?
   Businesses hardly ever 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, or because someone told them to do it, or it was someone’s cockamamie idea.  This could be something that a company spends resources on but has no or negative value for customers.  Answers to this question provide great insights for improving how you should work with customers.
4. What is one thing we don’t do that we should do?
   There is no one better to ask than your customers – they’ve done business with many other related and unrelated companies and have seen good and bad business practices for how businesses deal with customers.  The feedback from this question can provide invaluable ideas for improving the experience for your customers and/or developing stronger competitive differentiation.

Some important points to bear in mind for using these questions in a survey:

• Only ask for “one thing” in each question.  That makes it easy for customers to respond in an open-ended manner and not ramble on about all sorts of issues without giving you a succinct actionable response.
• Don’t provide prompts or ideas on the type of things they should consider – you don’t want to lead them to any particular responses – keep it completely open-ended and spontaneous.
• Customize the questions to your business or survey context but keep them short and easy to understand within the four primary areas of feedback indicated by the above questions.  The generic question wording shown above works well for many businesses.
• Be sure to add relevant demographic and segmentation data questions for categorizing, analyzing and comparing results.

Have you tried these types of open-ended questions in surveys?  Your comments are always welcome.
Copyright © 2010 The Marketing Mélange and Ingistics LLC. http://marketing.infocat.com