If you want the best input and feedback, ask the right questions.
In every situation and context, asking the right questions can make all the difference: to understand customers, gain early warning about issues, for problem-solving, to interact with team members, and overall to help run your business effectively.
When I participate in customer surveys, I pay special attention to the questions. More often than not, there’s nothing special or surprising.
However, I recently was stopped in my tracks with a question from the Dental Dental insurance company after I called their customer support for some assistance. Here’s their question:
- If you owned a customer service company, would you hire this representative?
This is a brilliant question to obtain an immediate macro assessment of how the customer feels after a direct interaction with a support team member. It may also be the best customer experience question I’ve ever come across. It’s simple. It’s direct. It cuts to the chase. It captures the most critical essence in one easy snapshot. Now, of course, if the answer is no, further diagnostics will be in order. Even for the “yes,” it would be good to know “why” so that behavior can be reinforced and copied across the organization.
By the way, this question is a bit similar to the net promoter score question (would you recommend this product or service) but seems better geared for immediate experience and/or talent assessments.
Here are some other posts I’ve written on the topic of customer feedback and questions:
- Ask Your Customer
- A Cure for We-know-it-itis
- Ask Your Customer – Part 3 of a Continuing Series
- Why You Should Stop Asking Your Customers: “How Was Everything?”
- Interact with Customers in Real Time to Boost Satisfaction & Repeat Purchase
Harvey Chimoff is a global marketing executive whose experience and expertise span consumer packaged-goods brand management, B2B manufacturing, and plug-in marketing leader consulting. He is a customer-focused leader who connects marketing across the organization to drive performance and achieve business objectives. Harvey is the author of the new book Strategy First, Then Tactics.® How Practical Marketing Discipline Provides the Winning Edge, available on Amazon. Contact him at harveychimoff.com.