7 Survey Questions You Should Ask Your Customers

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As a founder, marketer or product manager, you spend a lot of time looking at your analytics and heatmaps, but that never tells the whole story. Analytics and data can only tell you what the user is doing, but never why the user is doing it.

You can see through data where your users are falling off in the funnel and how the user is engaging with your product/service. But sometimes we forget that simply talking to your customers will help you understand why they are doing it or what they love about it.

At YesInsights, we know how hard it is to come up with the right questions to ask. You and your team might be brainstorming survey ideas right now. So here’s a list of our top 13 questions that you should be asking your customers.

Question 1: Where exactly did you first hear about us?
Goal: This question will help you find out what your most effective marketing channel is.

You can see your customer’s referral path with any analytic tool, but that only tells you the LAST site they visited prior to yours. By asking this question instead, you may discover that your customer heard about your product from a podcast they listened to last month, or that a speaker at a popular conference mentioned you.

Best practice: Send this in your welcome email or in another email 1-2 days after sign up so their memory is still fresh.

Question 2: What are you hoping to accomplish with us?
Goal: This question is used to discover your customer’s use-case as well as find out how they perceive your value. This is highly helpful to guide product on which features to prioritize, improve your marketing message, and to make sure they have the right expectations for your business.

Best practice: Send this with your welcome email or on the second email in your onboarding campaign. Asking this question in your welcome email will allow you to determine if this new client will be the right fit for your business and will give you more insights on how your marketing message is resonating with ideal clients.

Question 3: Why did you decide not to buy/subscribe?
Goal: When someone decided not to use your product, wouldn’t you want to find out why?

You may discover that they found another product, your prices were too high, your product was poorly designed, or perhaps they were just kicking the tires around. Armed with this knowledge, you can make changes to win future customers.

Best practice: Send this 30-90 days after a customer trial period has ended. If you don’t have a trial period, you can use another event that signals a customer is not going to convert.

Question 4: What would you miss most if you could not use us?
Goal: This question will help you discover your most useful features or product strengths.

Your customers are likely using a lot of features, but there is probably one they find more useful than the others, and tell their friends about. By discovering your ‘killer’ feature you improve both your product offering and marketing message.

Best practice: This is best sent to your engaged users. I would send this email to users 1-3 months after they upgraded their account.

Question 5: How likely are you to recommend us to a friend or colleague?
Goal: This is a standard Net Promoter Score (NPS) question. The NPS question highly correlated with customer satisfaction on one end and churn on the other.

Use this as an opportunity to reach out and help customers who are dissatisfied, or encourage customers who are very happy to promote your product.

Best practice: You should send this to all converted customers bi-annually or quarterly and try to improve the score over time. Another smart idea is segmenting your customers to discover which subset is the most satisfied. You can then market heavily to those customers.

Question 6: Which other options did you consider before choosing us?
Goal: Discover new competitors and know what other competitors are doing better than you.

While you may think you know who your biggest competitors are, the answers to this question might surprise you. You may find, for example, that your biggest competitor isn’t another retailer but disinterest—users are more likely to buy nothing than commit. If your competitors are mostly offline, the second variation may yield better results.

Best practice: Ask this in your onboarding sequence, but don’t ask it right away. You will want to build your relationship with your new clients before you ask them this because it requires them to trust you and your business.

Question 7: What’s your reason for canceling?
Goal: Find out what’s causing your users to terminate their service with you.

If you’re a SaaS business, it’s common to want to know the top reasons that lead people to cancel. You don’t want to automatically assume it’s due to price. Plus, being able to identify the group with the highest churn rate enables your marketing team to focus on those with a better Customer Lifetime Value.

Best practice: Ask this right before users cancel as part of your cancellation process.

If you need a survey tool to help you ask these questions, you can try YesInsights risk-free for a week.

John is the Marketing Lead at YesInsights. John is motivated by a desire to make other's lives easier, particularly through digital means. He is fascinated by seeing other businesses grow, and that's how John landed at YesInsights.

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