I logged into my online information organizer Backpack this weekend and saw an invitation to take a survey. The team at 37signals has always impressed me with their tools and strategies and they did a great job with questions on this survey.
Let’s take a look at their questions and see how they can be of use gathering feedback for your business.
1. What do you like BEST about Backpack?
Your least favorite feature in your application may just be your customer’s favorite. Do you really know what your customers think about your work?
2. What do you like LEAST about Backpack?
You’ll never know what annoys your customers unless you ask. Put your pride and potentially hurt feelings aside in the name of improvement. You can take these negatives about your products and find some positive potential.
3. If only ONE THING WAS MISSING from Backpack, what would that be?
Hopefully you’re continually innovating and improving your product. Your customers may have a wish list that would benefit other customers as well. Asking for feature requests is a good way to see if other customers feel the same way and can also be a starting point for gathering ideas.
4. If you could REMOVE ONE THING from Backpack that you don’t use, what would that be?
37signals’ mantra is keeping things simple and easy to use. By removing a feature that is perceived as superfluous, you may just make your customer’s life a little easier. This will also help with maintenance down the road. If your customers aren’t interested in a particular facet of your product, you can save the headache and maintenance costs of that aspect by eliminating it.
5. Is there anything about Backpack that you’re still confused about? What do you think we could make clearer?
You work with your product everyday. You know it inside and out. Some things just come naturally to you. However, your customer may have no experience with your product. Identifying confusion points will allow you to write better instructions, improve a user interface, or rework your training process.
6. Anything else you’d like to share?
No survey can ask all the questions for which you need answers. Your customers may also have an issue on their minds that your questions don’t address. Open-ended questions like this will let you get a little peek inside your customer’s mind.
7. If you can remember, how did you first hear about Backpack?
How effective is your marketing? Where do all your new customers come from? Tracking how potential customers arrive at your doorstep is essential feedback to your marketing machine. It will help you see successes or areas that need some help.
Ask and Learn
Asking for customer feedback is a vital component of a successful and growing business. Talk to your customers. You’ll be surprised at what you may learn!