Are you asking questions that matter? Knowing answers to the biggest questions that drive value for your business is a key factor in understanding and accelerating growth. Asking the right question can be your key to finding that opportunity, seeing your customer in a different light, or having a lightbulb moment.
Here are the top questions that you need to be asking your database right now.
Data Campaign Hack: You can adopt, customize and launch any of these surveys in minutes through QuickTapSurvey’s data collection platform. Simply sign up for your free QuickTapSurvey account and create an online survey in minutes by loading a survey from our library of over 1,000 templates.
How loyal are your customers?
How to measure: NPS (Net Promoter Score)
How it works: It measures your customer’s loyalty by asking how likely would they recommend you to a friend or colleague out of a scale from 0 to 10 (10 being extremely likely, and 0 being not at all likely).
Why it matters: Net Promoter Score (NPS) is the universal benchmark for customer loyalty. Those who answer 7 to 10 are identified as promoters, and those who answer 1 through 6 are identified as detractors.
Promoters: By asking the question companies can identify their most valuable customers, called promoters. By unlocking your most valuable customers you can create campaigns to reward your most loyal base, reach out to them for reviews and case studies, or use them as a model for who you want to target.
Detractors: On the other side of the coin, NPS will also identify who your detractors are. Equally important, you can use this information to identify and send targetted campaigns to unhappy customers who are at a risk of churning, determine their profile to see if there’s a product/problem fit, or use this data as part of your product roadmap.
You can also use your Net Promoter score as a health score for your brand by measuring it monthly and using it as a leading indicator for your churn rate.
Are your customers happy?
How to measure: Customer Satisfaction Score (CSAT)
How it works: The percentage of your customers that are happy and or satisfied. The customer satisfaction score is calculated by dividing your satisfied customers by your total number of customers. It is usually determined through a question that asks you to rate the service they received out of five, where a 4 or 5 out of five represent satisfied customers.
Why it matters: Measuring customer satisfaction is one of the best investments a company can make. Use this score as a way to measure the customer experience you are providing across all touch points of your business.
Do your customers feel supported?
How it is measured: Customer Service Evaluation
How it works: A series of questions that asks about their experience.
Why it matters: Every touchpoint – or interaction between the customer and the brand – is an opportunity to keep customers happy and coming back for more. Monitoring customer interactions is a great way to strengthen relationships with customers, develop features and resources to improve their experience and spread happiness. It is also an opportunity to identify parts of the process that are ripe for improvement.
Use this tool to monitor interactions with your call center, support team, or sales team to make sure that you are consistently delivering on your brand promise. You can also use it as a way to incentivize and motivate internally by rewarding the salesperson who has the best-ranked demo experience, or the support team member that consistently delivers service at a 100% satisfaction score.
You can also use this tool as a way to improve your conversion rate through the funnel by identifying sticking points throughout your customer journey.
Are your customers going to love the new stuff you’re building?
How it is measured: New product research survey.
How it works: When launching a new product, service line or adding a new feature give access to a select group of your customers and get their feedback before launch. The feedback that is collected is generally through a series of questions that are specific to the type of product or service you are measuring.
Why it matters: 70% of all new product launches fail in the first year. Market research is key when evaluating demand for new product ideas, and understanding your target market’s appetite and purchase behavior.
Use the feedback to identify if your new whatever is going to get the rave reaction you’re expecting and make changes if necessary. Surveys like this can also identify bugs or key features that you might have missed internally.
You can also use the data you capture to determine what elements of your new special special thingamado your customers value and why they value it. Use this information to dictate your messaging around your launch campaign.
Double down: Incorporate NPS as part of the survey and give access to detractors to see if this new feature changes them into promoters.
Why did your customers leave?
How to measure: Service Cancellation Feedback
How it works: Once a customer cancels, send a survey that asks them why they left.
Want a more candid response? Make this survey anonymous to get a more candid response. If that’s the case you should make sure to include demographic questions so you can properly profile the respondents.
Why it matters: Understanding why your customer is breaking up with you can transform your business for the better.
Collecting information on canceled services and subscriptions allows you to pinpoint problems you didn’t even know you had, like bugs, service issues or inefficiencies. With some customers, it’s just not the right fit and that’s okay. The important thing is taking the steps to find out why. The insights you gain will help you target customers that are a better fit, identify product improvements or highlight parts of your customer journey that aren’t delivering a good customer experience.
Also published on Medium.