I’ve recently spent some focused time contacting a number of clients we’ve served in 2012 with some questions that are simple yet powerful. You don’t have to invest a lot of time in the process, and the value of the return in conversations, feedback, and testimonials are priceless! Inspired by one of our favorite small business marketing gurus, John Jantsch of Duct Tape Marketing, he suggests asking just a few questions of your clients to help you reveal (and remind you) what makes your business remark!able.
Core Questions We Asked
- Why did you hire Vivid Image in the first place?
- Do you feel you received what Vivid Image promised to deliver? Why/why not?
- What is one thing we could improve upon or could have done differently for you?
- What is one thing you appreciated most about working with us through the process?
- Would you recommend Vivid Image to others? Is there anything else you would have to say about doing business with us?
Depending upon your relationship with your client and how the questioning process is going, these are two more great questions to include:
- Can you tell me about three other companies that you love (doing business with)?
- If Vivid Image was no longer in business to serve you, what phrase would you type in your search engine to find a replacement for us?
As John suggests in his blog, the first question can help you understand the calibur of business your client is in and can also uncover some some potential strategic partners. The second question can reveal your customers search behavior and what they find online, and give you search terms or content that you may not have thought about honing in on.
The Simple Process
There was no scientific formula in my process. I simply made a list of clients we’ve done business with recently, gathered contact information, and made it a goal to reach out to a handful each week over a couple of weeks. I made calls and sent out email messages. If there was no answer on the phone, I left them a voice message with a ‘heads up’ that I would follow up in an email with questions. I left it up to the client to decide whether or not they wanted to respond in a live conversation or reply electronically at their convenience. As soon as I received feedback, I documented it. Most importantly, I shared it with our team members (the positive feedback made their day!) and I thanked the client for taking the time to respond.
Value Proposition Revealed
Bottom line, in asking these questions, your goal is to reveal what makes your business different from all the rest. In our case, the top 3 things our clients value the most about doing business with Vivid Image:
- We are Responsive
- We Listen
- We Educate
Customer feedback can be invaluable for identifying what your customers like or dislike about your products or service. It also helps to make your customers feel important and involved, by showing them that their opinion really matters! Asking the right questions to your customers, and then acting on the results will help you to continually improve your business and your customer’s experience. Just ask!
Do you have any other great questions you ask in your business you’d like to share? We’d love to hear them. Please speak your mind (below) or share through our Facebook community. Thank you!