12 May Right questions, right time
Getting people to buy your product is the lifeblood of your business – but almost as valuable is getting an insight into what motivated them to buy from you in the first place.
When you know what you’re doing right, you can do more of it, more often. Likewise, customer feedback can be paramount in identifying what you could do better. But getting hold of that information in the first place can be tricky.
The best time to grab this with both hands is at the time of purchase. If the gathering of information is a discreet, brief and altogether painless part of the purchasing process, chances are your clients will more likely to be happy to provide it then, rather than days or weeks later when their lives have moved on.
What’s more, at that point they’re far more likely to recall factors which influenced their buying decisions, making their feedback more reliable, detailed and useful.
While it’s tempting to leave acres of blank boxes for your customers to fill in, they’ll be more likely to give reliable feedback if you make it as easy as possible, so quick multiple choices with maybe one free text field are the way to go.
Don’t make the responses too general – an option of ‘you provide great service’ may give you an inward glow of satisfaction, but it’s not exact enough to be useful in optimising your business.
Don’t ask questions you can get the answers to elsewhere. For example, ‘How did you find us today?’ or ‘What would you type in Google to find us?’ If you’ve got Google Analytics installed on your website – and you should – it’s easy to find that kind of information in abundance.
Instead, ask questions like: ‘What could we do better?’ That might sound tricky in a multiple-choice setting but follow your nose – perhaps you have had a long-standing, nagging doubt that your delivery service isn’t quite all it could be.
Don’t be afraid of your concerns – face up to them and think how you can use them positively to improve your service.
Whatever you decide to ask, do it soon, do it discreetly – and be ready to act on the answers.