When Was the Last Time You Asked a Direct Question to Your Customers?

A few years ago, I ran a workshop on positioning your offerings using storytelling techniques. One of the participants shared a story during the workshop.

I am reproducing that story here in first person for better understanding.

I started a Business Intelligence (BI) organization about five years ago. We had people with excellent skills in several BI tools in the market, and we were able to acquire five customers immediately.

In the last five years, we have lost four of them, and we have added four more. At any point, we have five active customers, and they keep changing.

However, there is one customer who has been with us since we founded the organization. 

On my last visit to the US, I met with this customer and asked them this question:

Why are you still with us?

The answer was so simple, yet so profound.

They said, “Whatever we throw at you when it comes to Business Intelligence (BI), you guys are able to deliver.” That’s the reason why we are still with you.

That was an eye-opener, and we changed our positioning to the statement they made: Whatever you throw at us when it comes to BI, we will be able to deliver.

That worked magic, and since then, we have been very successful in acquiring and retaining new customers.

I want to recount an anecdote I read in a book written by Mike Adams on sales. 

I am doing this also in the first person for better understanding.

When I was working for Siemens, we sold a prepaid mobile charging system to a telecommunications company for well over $20 million. The deal took several months to negotiate and close.

I was the salesperson.

I wanted to really understand why they had selected us, as we were not the frontrunners in the early stages of that deal.

I met with the main decision-maker to check on the progress of the meeting. As the meeting drew to a close, I asked: “Out of curiosity, why did you choose to go with us?“

The response was instantaneous: “Voon Tat, your technical expert. He took the trouble to understand our technical requirements. And he showed us how we could achieve what we needed. He was the difference.”

I reflected on this and started using Voon Tat’s story with every other customer I met.

What Is Common Between These Two Stories?

The fact that they asked their customers a direct question is the common thread between these stories.

• Why are you still with us?
• Why did you choose to go with us?

In both cases, these leaders asked their customers straightforward questions that prompted responses going beyond standard feedback.

This provided with customer insights that they otherwise wouldn’t have got.

Do we ask such questions to our customers that would make us relook at the customer experience we provide?

How Does Asking Such Direct Questions Influence the Outcomes of Customer Experience?

Uncovering the Value Drivers

How often do we feel that we know the reason why customers choose us?

Most often, these assumptions don’t match customer perceptions. By directly asking, you can uncover reasons why customers stay, switch, or choose them over competitors.

Now, these can be communicated to both prospective and existing clients.

Realigning Positioning and Messaging

In the BI story, they shifted their messaging to emphasize their capabilities in BI, leading to greater success in acquisition and retention.

It revealed an unexpected but powerful reason for their loyalty, and the organization included that as a part of their brand messaging.

Building Trust

Imagine what the customers would think when you ask them such direct questions.

It allows customers to understand that they’re being valued beyond just revenue.

It clearly shows that the relationship is built on more than transactions; and it’s about understanding and meeting real needs.

Spot Improvement Areas

Direct questions would also reveal what you lack as an organization. Customers may reveal areas that have been a struggle for them while working with us.

It is a goldmine of information with which you can improve and address the shortcomings.

If you can follow up these two direct questions with another question like ‘What could we do better?‘ it would create a feedback loop that encourages constructive criticism.

With this, you can continuously improve before they become reasons for customers to leave.

How Do You Integrate Direct Customer Questions Into Your CX Strategy?

What do you do immediately after a sales closure?

Reach out to your customers and ask them these questions:

What made you feel confident about the purchase?

Why did you choose us over others?

This can provide immediate insights into the decision-making process and also give a clear view of their expectations.

During ongoing reviews with high-value customers, ask them these questions:

Why do you continue to partner with us?

What makes our service most valuable to you?

This can give you honest feedback, which you can use to improve your offerings.

How often have we spoken to customers after they have left us?

This is a great opportunity to learn. Ask them directly, ‘What factors influenced your decision to leave us?‘

This would provide so many insights that might allow you to prevent this from happening again, and at times, it may also lead to you gaining them back as customers.

After successful completion of a big project, consider asking your customers this question:

What part of the process added the most value to your team?

This can give context-specific feedback that’s actionable for future projects.

I have always believed that curiosity breeds innovation.

When you ask direct questions to customers with genuine curiosity to learn, seek feedback, and improve customer experience, your customers will feel valued. This can help foster better relationships with your customers.

These questions, in my mind, are the foundation for sustainable CX enhancements.

Don’t hesitate to ask your questions.