Getting the feedback your store needs

October 2017—

Your customers might know more about your store than you do.
Pick their brains.

Constantly seeking feedback from your customers is a great way to learn how to market your business more effectively. If you’ve never done this before, do it immediately as it’s one of the best ways to discover what you do that differentiates you from other furniture stores.

I can’t tell you how many times I’ve worked with a retail storeowner who had no idea what their competitive advantage was until hearing it directly from the mouths of happy customers. Seeking feedback is also a great way to get better and plug gaps. I can tell you that if you’re not receiving a large amount of your business by way of referral or word of mouth, you’ve probably got some gaps in your processes.

On the next page are five questions I like to pose to customers as they can provide a great discussion base for getting at what’s truly important to you and your customers. Create a form and get in the habit of surveying a handful of customers every month. I think you’ll be rewarded with tremendous insight and you’ll also find that your customers enjoy being asked what they think. One word of caution, don’t accept vague answers like “you provide good service.” While that may be true and good to hear, you can’t work with that. Push a bit and ask what good service looks like and maybe even if they can tell you about a specific instance in which they felt they got good service.

1. What made you decide to buy furniture from us?

This is a good baseline question for your marketing. It can get at how effective your advertising, message and lead conversion processes are working. I’ve also heard customers talk about the personal connection or culture that felt right in this question.

2. What’s one thing we do better than others you do business with?

With this question, you’re trying to discover something that you can work with as a true differentiator. This is probably the question you’ll need to work hardest at getting specifics. You want to look for words and phrases and actual experiences that keep coming up over and over again, no matter how insignificant they may first seem.

If your customers are explaining what they value about what you do (price, service, knowledge, etc.), you may want to consider making that the core marketing message for your business.

3. What’s one thing we could do to create a better experience for you?

On the surface this question could be looked at as a customer service improvement question, and it may be, but the true gold in this question is when your customers can identify an innovation. Sometimes we go along doing what we’ve always done and then out of the blue a customer says something like, “I sure wish it came like this,” and all of a sudden, it’s painfully clear how you can create a meaningful innovation to your products, services and processes. Push your customers to describe what they think is the perfect experience buying what you sell.

4. Do you refer us to others, and if so, why?

This is the ultimate question of satisfaction because a truthful answer means your customer likes the product and likes the experience of getting the product. (You can substitute service here of course.)

There’s an entire consulting industry cropping up around helping people discover what Fred Reichheld called the Net Promoter Score in his book The Ultimate Question. You can take this a step deeper and start understanding specifically why you get referrals and perhaps the exact words and phrases a customer might use when describing to a friend why your company is the best.

5. What would you Google to find a business like ours?

This is the new-lead generation question, but understanding what it implies is important. If you want to get very, very good at being found online, around the world or around the town, you need to know everything you can about the actual terms and phrases your customers use when they go looking for companies like yours. Far too often businesses optimize their websites around industry jargon and technical terms when people really search for “stuff to make my life better.”

Bonus: I’m a big fan of building strategic partnerships and networks. Another question I would suggest you get in the habit of asking your customers is, “What other stores do you love to refer others to?”

If you can start building a list of “best-of-class” retailers, based on your customer’s say so, there’s a pretty good chance you’ve got a list of folks you should be building strategic relationships with.

About the Author

John Jantsch
John Jantsch is an author and speaker who specializes in assisting small businesses. He is the author of Duct Tape Marketing, The Referral Engine, and The Commitment Engine.