7 Meaningful Questions to Add to Your Customer Feedback Survey


Sarah Davies
Guest Contributor

Collecting feedback from your shoppers and customers allows you to better cater to their needs, preferences and values, and a few rather unorthodox questions can provide the information needed to direct your attention to a plethora of possible solutions.

Customer feedback surveys are a little boring, but they’re important. If you don’t know what people think, then you have no real way to gauge how well you’re doing. If you aspire to innovate and grow, these surveys can give you the information you need to make those changes happen. Asking a few unorthodox questions can open your eyes to even broader possibilities. 

1 – Did You Feel Secure Shopping with Us?

Security is of the utmost importance to shoppers, particularly in an e-Commerce setting. All these stories of data breaches have scared customers, and you can’t exactly blame them. Some of your customers may have actually been affected by these incidents in the past, naturally raising their skepticism of entering their personal information into a website or paying with credit cards at brick-and-mortar stores. If improving the security of your website and other data collection points or clarifying policies would encourage more people to feel comfortable shopping with you, it’s worth putting in the extra effort. 

2 – Is There Anything We Can Do Better?

If there was something a customer didn’t like or found inconvenient, they may not mention it unless it put a huge damper on their experience. Most customers find that small annoyances aren’t usually worth griping about. Asking what you can improve upon will help you smooth out any bumps in the road. This might be where customers feel inclined to point out things like technical glitches or long wait times that they weren’t anticipating.

3 – What Was the Best Part of Your Experience?

Knowing what you do really well is just as important as knowing where you need improvement. If you know what your customers keep coming back for, you can maximize that aspect of their experiences. If they love things like personalized attention or recommendations, you can put a larger focus on that aspect of your business. Reinforcing your positives can ultimately set you apart from your competitors. You’ll be giving shoppers more of what they want.

4 – Did We Have Everything You Needed?

If a customer needs a product or service you don’t sell in order to fully utilize what they’ve received from you, you’re basically handing your money over to another business. By adding something supplementary or complementary to your offerings, people might wind up spending more with you.

If you don’t want to or are unable to offer them yourself, you might be able to partner with a business who can. This kind of networking will make everyone’s deal a little bit sweeter. The customer wins too, because everyone loves one-stop shopping.

5 – How Can We Outdo Ourselves Next Time?

You might get some fairly wild responses to this question. You can’t provide every customer with a free rocket ship, but there may be some things you can do to provide excellent customer service and care. The responses you should be focusing on are the ones that contain easily actionable advice that would affect a significant portion of your customers. If a tutorial on how to use the product or free resources that would maximize a customer’s ability to enjoy the product or service they’ve received from you would help, creating those materials is a one-time thing that will serve you for years to come.

6 – What Would You Change About Us?

This question might seem harsh or prying, but it’s an answer you need. If there’s something that a customer likes more about a competitor than they do about you, it’s better to find that out before your competitor offers to buy you out. You don’t want to find out you suck after it’s already too late. This is the most polite way to ask “what didn’t you like?”, which is a question that some polite customers might have a hard time answering if it’s worded in that language.

Customers with innovative minds might pitch some unique concepts at you. Maybe they have ideas you haven’t thought of. Perhaps you’ll want to reach out to them and offer them a job if you like what they have to say. A lot of growth can come from the answers to a question like this.

7 – Is There Anything You’d Like to Share with Us?

This question is the comments box. It’s the part of the survey that some people like the most. Give them a few hundred characters to speak their mind. If a customer had a bad experience, they’ll be likely to detail it here. Generic comments or a lack of comments generally means that you’ve done the bare minimum to meet expectations. Best case scenario, this is where the customer will enter detailed and specific praise.

What matters most is how you apply all of this feedback after you’ve received it. It doesn’t do you any good to collect all of this data if you don’t intend to use it. Some feedback may not be useful to you in certain respects, but utilizing the feedback that can enact positive change will show your customers that you’re listening.

About the writer: With her experience in Business Administration and Communications, Sarah Davies is currently supporting Open Colleges, an online educator and careers booster from Australia. Sarah is often found online, sharing her strategies for business growth and improvement with employees and employers. Feel free to reach out to her on Twitter @sarah_davies_au.

Join the #retail, #inspiringretail and #SmartStore conversations on Twitter @RetailNext, as well as at www.facebook.com/retailnext.

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