Only one of them loves you, trusts you to buy what you recommend, buys more than the others and sings your praises to all their friends. You wish all your customers were like this but on average, they are only about 20% of your customers. They are the 80/20 rule: 80% of your profits from 20% of your customers. But what about the other 80%?
The only way to know why your customers love or dislike you or know how to give them exactly what they want to make them happy (not what you “think” makes them happy) is to ask them.
How you ask them is crucial.
Some surveys are for marketing and sales and are important. Improving the customer experience requires questions targeting exactly that. They are designed to find out how to convert a “passive” customer into a “Promoter. A Promoter is a customer who loves doing business with you and is actively engaged in promoting you to friends and family.
Here are 10 questions to ask every one of your customers.