10 Customer Feedback Questions To Get Actionable Customer Insights

Take a second to consider this question: How much do you actually know about your customers?

Most businesses having online presence nowadays know the value of customer feedback. Voice of Customer is the buzzword going around from ear to ear.

Hearing a customer out is just one part of the equation.

In order to get the actionable feedback from your customers that would drive change, you need to ask the right questions.

Below, you will find 10 customer feedback questions you can start using right now that will uncover your opportunities for growth.

Get your FREE report: 49 Feedback Questions to Get Actionable User Insights

1. What goal did you want to accomplish?

Ask this question to find out why your visitors came to the website and what they were looking for. You might be really surprised, as visitors might have been looking for things you wouldn’t even consider before (and no traditional web analytics would tell you that). This might turn out to be a valuable suggestion for your product new features or website structure.

2. Were you able to find the information you were looking for?

Ask this question if you want to find out about your customers reaching their destination on your website. Question like that can help you quickly assess the information architecture of your website. The value of information is a simple indicator if your content is useful for the customers.

3. How can we improve our pricing page?

A direct question to understand if your prospects understand your pricing page. If you have a SaaS website, you may want to use this one. If you’re most interested in gathering feedback about your pricing page, the best way to go is to install your feedback form widget directly on this page.

4. What can we do to improve the checkout process?

Answers to this question allow you to find out whether you miss any features or if there is anything to improve (more payment options, a possibility to halt the checkout and add more items, etc.). Open question like that give you a chance to find out about bugs and other issues with your website. It’s also a tremendous source of customer insights and can be used to make your site’s offering, design and text more aligned with the customer needs.

5. How would you describe us to a friend?

This simple question can give you a wealth of knowledge on how others perceive your business. Do customers identify with and understand your breadth of offerings or do they only report back about the services they use? For example, let’s pretend you own a company that offers cleaning services to both business and residential customers. Are business customers aware that you can also help them at home and vice versa? This is a great way to get testimonials for your site!

6. If you could change just one thing about our website, what would it be?

It is a useful question when you are looking for refreshing your website, as people often point out small things, mostly related to their taste. However, sometimes comments of value may appear, therefore it is good to consider including this question in your website widget or survey.

7. Have we been able to provide everything you need?

The purpose of one’s visit is one thing, but having your needs catered to is another. Some people may come to the website looking for, let us say, shoes, but after finding them they might realize that having a search function would speed up the whole process. They didn’t know they needed that, but after completing the process they might come to such a conclusion, therefore it’s worth to know it.

8. What is the primary benefit that you have received from our product?

After a good handful of customers have started to answers this question, you should be able to pick out the most common answers. This will help you understand how you are helping people. It won’t always be in the exact way that you think. This will help to drill down to the core of what people find valuable about your product so you can optimize your conversion funnel on.

9. What makes us stand out from the competition?

Your customers will define how they see your USP in their eyes. This will help you clarify your offer as you’ll understand why people have chosen you. Knowing this you can help undecided prospects to make this choice too.

10. Based on today’s visit, how would you rate your experience?

Getting the general impression can help you gauge whether the issues present on your websites are very grave or not. If your visitors claim that they had unpleasant experiences, it means that you must address the issues present on your website as fast as possible.

All in all

The Voice of Customer is one of the best sources of data that can be used to improve your service. Remember to always ask questions, remember to listen to them, and remember to actually act upon them — you never know, but some changes, even the smallest ones, can yield unbelievably positive results.

P.S. We’ve created a user session replay tool for UX pros, that tracks how users interact with a web service. This helps you turn user behavior insights into action in a way that charts and graphs could never support.

You should give it a try.

Originally published at blog.usabilitytools.com on June 17, 2015.

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