Clients sometimes tell me they’re interested in doing a customer survey, but don’t know what to ask. From Fred Reicheld’s book The Ultimate Question: Driving Good Profits and True Growth comes three of the best questions anyone could ask their customers:
1. On a scale of one to 10, how likely are you to recommend our company to a friend?
2. Why did you give us that score?
3. What can we do to improve your rating of us in the future?
Not surprisingly, studies have shown a correlation between customer loyalty and how likely they are to recommend a business. Feedback from a simple three-question survey like this can provide a wealth of insight into your customer base, which in turn can improve both your acquisition and retention efforts.