Discovering What Your Customers Truly Value
Learn what your customers truly value with 4 key questions that uncover satisfaction, loyalty, and referral drivers—and help boost renewal and referral rates.
TL;DR
- Understanding what customers value requires engaging them directly with the right questions, not just tracking loyalty and satisfaction metrics.
- Four high-value questions to ask: Are you satisfied with your purchase? What do we do better than others? What's one thing we could improve? Do you refer us to others?
- A customer's willingness to refer your company—often measured with Net Promoter Score (NPS), which ranges from -100 to 100—is one of the strongest signals of genuine satisfaction.
As a customer success team, it’s essential to stay agile and in tune with your customers’ evolving needs. To truly understand what your customers value and appreciate about your products, services, or offerings - as well as their experience with you - requires engaging directly with them. Learn more about the power of building trust with your clients in this webinar. We’ve compiled a checklist of key questions to ask your customer that will provide valuable insights into their expectations, loyalty and satisfaction with your company:
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1. Are You Satisfied with Your Purchase?
As renewal time approaches, it’s essential to do a gut check to ensure the customers would still select your product or service if they were considering all other options available to them. This question allows you to uncover any potential areas for improvement in the customer’s experience and lets them know that their satisfaction is of utmost importance to your company.
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2. What Do We Do Better Than Others You Partner With?
By asking this question, you can identify customer preferences and gain valuable insight into what sets your company, product or service apart from other solutions. Be on the lookout for words and phrases that keep appearing during conversations with customers - even if you think them to be insignificant.
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3. What is One Thing We Could Do to Create a Better Experience For You?
This question allows customers to think outside the box and innovate in ways you may have not considered. Ask your customers to describe the perfect experience with your product or service, from start to finish. This can help you create solutions that meet the needs of both potential and existing customers alike.
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4. Do You Refer Our Company to Others?
At the end of the day, a customer’s willingness to refer your company or product speaks volumes about their satisfaction. To measure this, many businesses use a Net Promoter Score (NPS), an index ranging from -100 to 100 that indicates customer loyalty and overall satisfaction with your offering. Additionally, ask customers why they either do or don’t refer your product or service. The answers to this question can provide valuable insights into the customer experience and help inform future improvements.
According to a recent article on Glide Consulting, a good strategic conversation between a CSM and customer:
• Always puts the customer first, not the company
• Moves the customer closer to the end goal of where they want to be with your product
• Builds trust by asking powerful questions
• Shows that you’re genuinely curious about how the customer’s world works
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Asking the Right Questions Leads to Happier Customers
Every business should have an understanding of customers’ needs that not only stays up-to-date with changing preferences but also goes beyond basic metrics such as loyalty and satisfaction. Asking the right questions is essential in gaining a comprehensive understanding of your customers. By asking the above questions, your customer success team will be able to gain valuable insight into customer preferences and expectations - information that can help drive renewal and referral rates for years to come.
By understanding what makes your customers satisfied and loyal, you’ll better know how to create amazing experiences for them and ensure your company stands out from the competition. After all, happy customers are the key to a successful business.
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Check out our resources below for more customer success best practices and insights for how your organization can approach customer success with the customer at the center:
eBooks:
5 Ways to Surprise & Delight Your Customers
Customer Success as a Culture: Customer Success Leaders Edition
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Blog Posts:
3 Keys to Restoring Customer Confidence
6 Listening Techniques of Great Customer Success Leaders
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Learn more about how ClientSuccess can help your company develop a strong Customer Success methodology and strategy with easy-to-use customer success software by requesting a 30-minute demo.
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Frequently Asked Questions
What questions should you ask to find out what customers value?
How do you measure whether customers value your product?
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