How Do You Know If Your Customers Are Pleased, Satisfied?
The easiest question to ask customers, if you want to enliven your business, is why they buy from you. It's also the most difficult. OK, I lied. Well, I was presenting the irony.
When I ask my clients' customers, I use almost that phrase: "Why do you buy from Pipes, Inc.?"
We call this an unstructured interview; it allows us to get information/data on
a variety of subjects. Surveys, which I'm not very fond of, are for statistical correlations not qualitative information.
So, asking the question "why?" is very powerful. The tendency, when the answers start coming, is to get defensive: the wrong response. Probing further has to go on so creativity is key at this point.
In another page, I'll talk about how to organize this process for maximum benefit. I'll present a case on why the folks who normally talk with the customers should not be the ones who collect this information. I'll also talk about what to do with the information once you've got it.
The easiest question to ask customers, if you want to enliven your business, is why they buy from you. It's also the most difficult. OK, I lied. Well, I was presenting the irony.
When I ask my clients' customers, I use almost that phrase: "Why do you buy from Pipes, Inc.?"
We call this an unstructured interview; it allows us to get information/data on
a variety of subjects. Surveys, which I'm not very fond of, are for statistical correlations not qualitative information.So, asking the question "why?" is very powerful. The tendency, when the answers start coming, is to get defensive: the wrong response. Probing further has to go on so creativity is key at this point.
In another page, I'll talk about how to organize this process for maximum benefit. I'll present a case on why the folks who normally talk with the customers should not be the ones who collect this information. I'll also talk about what to do with the information once you've got it.
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