{"id":147190,"date":"2019-11-21T09:00:00","date_gmt":"2019-11-21T09:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=147190"},"modified":"2019-11-20T14:39:23","modified_gmt":"2019-11-20T14:39:23","slug":"discover-your-customers-unanswered-questions","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-retention-strategy\/discover-your-customers-unanswered-questions\/","title":{"rendered":"How to discover your customers\u2019 unanswered questions (because they are hurting your conversions)"},"content":{"rendered":"<h2>Answering the real questions your customers are asking can form an important part of your customer retention plan.<\/h2>\n<p>Customers have questions. You have answers \u2014 or so they hope! By leaving any key questions unanswered, you risk:<\/p>\n<ul>\n<li>Your prospects bailing out of your lead generation and sales funnels.<\/li>\n<li>Your customers feeling like you know and care about them, and thus looking to do their business elsewhere.<\/li>\n<li>Your bottom line revenues showing the effects of your customer neglect.<\/li>\n<\/ul>\n<p>But by discovering these questions and addressing them proactively, you\u2019ll stay one step ahead of your competition.<\/p>\n<p>Now that we\u2019ve established why it\u2019s important to actively discover the top questions being asked\u00a0 \u2014 or thought of \u2014 by your prospects and customers, let\u2019s dive into how to discover them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-147191\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/11\/Client-retention.png\" alt=\"Client retention\" width=\"974\" height=\"527\" \/><\/p>\n<h3>Begin by discovering customer questions<\/h3>\n<p>A recent Harvard Business Review article states that acquiring a new customer is anywhere from five to <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener noreferrer\">25 times more expensive than retaining an existing one<\/a>. So, clearly, defining your customer retention plan is your first order of business.<\/p>\n<p>Who knows your customers best? The people who speak with dozens of them on a daily basis: your customer service reps (CSRs).<\/p>\n<h4>Speak with customer support reps (CSRs)<\/h4>\n<p>If you haven\u2019t spoken with your CSRs in a while (or ever), get in touch with them this week. After they get over the shock that you actually asked them for their input, they\u2019ll likely be eager to share what they\u2019re hearing from customers on a daily basis.<\/p>\n<p>After first meeting with the Support Supervisor to explain your intent and get their permission to speak with reps on their team, set 30-minute time slots with groups of CSRs and ask them:<\/p>\n<ul>\n<li>What are the three to five top customer complaints\/issues you hear on a regular basis?\n<ul>\n<li>What do you feel are the top underlying reasons for these issues?<\/li>\n<\/ul>\n<\/li>\n<li>Which issues do you feel are most important to fix ASAP?\n<ul>\n<li>How would fixing these issues a) improve customers\u2019 lives and b) improve your lives?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>So that these sessions aren\u2019t just a \u2018gripe fest,\u2019 also ask, preferably in a follow-up chat:<\/p>\n<ul>\n<li>What ideas do you have for fixing the issues you mentioned earlier? (be sure to document and share this \u2018issues list\u2019 before this session).<\/li>\n<li>What other ideas do you have for improving the process of providing customer support?<\/li>\n<\/ul>\n<p>While these are simple questions, don\u2019t expect simple answers in return. Be patient, don\u2019t interrupt, and keep the insights coming. You might want to record the conversation so you can refer back to it later, which is easy to do with online video conference tools.<\/p>\n<h4>Analyze your phone and chat log data<\/h4>\n<p>Talking to your support reps is a great start. But, if you want to discover the \u2018deep truth\u2019 about why some of your customers aren\u2019t fully satisfied, you\u2019ll need to dig deeper.<\/p>\n<p>Get access to agent-customer data for your top customer touchpoints: chat, phone, and Web.<\/p>\n<p>For chat and phone, review support calls to see which themes keep coming up, and how your team has been handling them (or not).<\/p>\n<p>For Web, you should already know to review your high-level web analytics. But don\u2019t stop there! Go further by drilling into analytics by things like customer segment (configured in your analytics app), customer intent (as inferred by top keywords), and key demographic criteria (things like age, income, etc.).<\/p>\n<h4>Look for causes of customer churn<\/h4>\n<p>If you run a subscription business, analyze what causes your customers to churn (terminate their subscriptions). If you run an e-commerce store, identify where your customers\u2019 expectations aren\u2019t being met. As with any customer analysis, don\u2019t just skim the surface; drill down far enough to identify the \u2018root cause\u2019 issues.<\/p>\n<p>After hypothesizing about your customers' reasons for bailing out, run some tests or adjust some operational processes to address these issues. Then document your learnings and results in your customer retention plan.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-147192\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/11\/Reasons-for-customer-retention.png\" alt=\"Reasons for customer retention\" width=\"974\" height=\"447\" \/><\/p>\n<h4>Automate your digging for root causes<\/h4>\n<p>If you don\u2019t fear automation, consider using \u2018text mining\u2019 or \u2018semantic analysis\u2019 apps to do the hard work of analyzing the conversations happening on your chat and phone channels.<\/p>\n<p>As this <a href=\"https:\/\/www.smartinsights.com\/customer-relationship-management\/cx-analysis-techniques\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smart Insights article details<\/a>, many of these apps include the ability to automatically discover souring sentiment.<\/p>\n<h3>Take it to the next analytics level: use predictive analytics apps<\/h3>\n<p>The best businesses don\u2019t just address customer questions, they anticipate them. And thankfully, in the current era of analytics technology, you don\u2019t need to be a mind reader.<\/p>\n<p>Predictive analytics apps and algorithms can, assuming that you feed them enough \u2018seed\u2019 and ongoing customer data, glean things like:<\/p>\n<ul>\n<li>Whether a customer is likely to buy again, and what they'll most likely buy.<\/li>\n<li>A given customer\u2019s top questions and concerns.<\/li>\n<li>A customer\u2019s impression of your brand.<\/li>\n<li>Last issue resolution status - if the customer experienced an issue, how quickly and fully it was resolved.<\/li>\n<\/ul>\n<p>These analytics apps will show you these indicators in a succinct dashboard view, so that you (or your analytics lead) won\u2019t get lost in analysis space.<\/p>\n<h3>Move on to discovering prospect questions<\/h3>\n<p>After you\u2019ve addressed your top customer issues, you can start looking \u2018upstream\u2019 to the questions asked by your prospects.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-147193\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/11\/One-question-polls.png\" alt=\"One question polls\" width=\"974\" height=\"487\" \/><\/p>\n<h4>Run a one-question poll<\/h4>\n<p>Who doesn\u2019t like a good survey? Well, I don\u2019t, for one. The problem with surveys: they are too long, interruptive and suffer from too many response biases. So don\u2019t just serve up survey pop-ups on your website.<\/p>\n<p>Instead, create one-question polls tailored to particular places in your online experience. Then push them to your visitors at the appropriate time and place.<\/p>\n<p>For example, if you want to make sure you understand prospect intents, create an \u2018entry intent\u201d survey. On your homepage and\/or landing pages, ask:<\/p>\n<p>\u2018Hi! Quick question: What\u2019s the main thing you want to find during your visit today?<\/p>\n<p>If you already know this from other analyses, focus more on clarifying mid-funnel questions with an \u2018objections identification\u2019 poll. For example, if you see that a particular visitor is stalled on a product page for more than 40 seconds, you might ask:<\/p>\n<p>\u2018Hi! Quick question: What questions or concerns about keeping you from buying today?\u2019<\/p>\n<p>You get the idea - single questions, tailored your question-identification goal at that exact point in your prospect\u2019s experience.<\/p>\n<h4>Deploy a good chat experience<\/h4>\n<p>To this day, I am amazed at how many businesses in 2019 either:<\/p>\n<ul>\n<li>Don\u2019t offer an online chat experience or<\/li>\n<li>Have a woefully suboptimal chat experience<\/li>\n<\/ul>\n<p>If you don\u2019t have online support of any kind available, you\u2019re missing a key customer engagement opportunity. Think about it: if you had a retail store, would you consider not having salespeople? Of course not. So do the same for your online experience by including a support agent, either live or automated.<\/p>\n<p>Keep in mind that chat interactions aren\u2019t just for prospects, but for existing customers as well. So, within your customer retention plan, be sure to define how you will triage incoming chats (determine the question\u2019s topic or intent, then hand it off to the corresponding sales or support team).<\/p>\n<p>Finally, don\u2019t just randomly assign support reps to sales chats. Support and sales skill sets are very different. So be sure to hire and train sales chat reps who (among other traits):<\/p>\n<ul>\n<li>Have a high emotional intelligence (will listen as much as talk).<\/li>\n<li>Know the right qualifying questions to ask (with your guidance).<\/li>\n<li>Are proficient with your customer relationship management (CRM) system.<\/li>\n<\/ul>\n<p>If you don\u2019t want to \u2018go all in\u2019 on a full-featured chat app, consider a \u2018starter\u2019 chat app <a href=\"http:\/\/www.luckyorange.com\" target=\"_blank\" rel=\"noopener noreferrer\">like that offered by LuckyOrange<\/a>. And read this other SmartInsights post to learn more about <a href=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-strategy\/how-where-and-when-to-offer-online-chat\/\" target=\"_blank\" rel=\"noopener noreferrer\">how, where and when to offer online chat<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-147195\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/11\/AI-chat.png\" alt=\"AI chat\" width=\"974\" height=\"533\" \/><\/p>\n<p>If, like on the customer analytics side, you have faith in automation in general, and artificial intelligence (AI) in particular, consider plugging in an AI-based chat platform. Or read how <a href=\"https:\/\/www.smartinsights.com\/lead-generation\/marketing-automation\/hai-based-chat-transforming-lead-generation\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI-based chat is transforming lead-generation websites<\/a>.<\/p>\n<h3>Questions lead to good questions<\/h3>\n<p>The Socratic method has lasted for millennia for good reason: asking questions elicits more questions, which then end up unearthing bigger underlying issues and questions. It\u2019s these prospect and customer questions that you need to know in order to:<\/p>\n<ul>\n<li>Design better prospect communications.<\/li>\n<li>Create higher-converting website and landing page designs.<\/li>\n<li>Create email campaigns that drive further engagement.<\/li>\n<li>Improve all of your other customer touchpoints.<\/li>\n<\/ul>\n<p>By following this guidance, you\u2019ll soon be on the path to getting clear answers to the top questions you need to address at each stage in the customer journey. Best of all, you\u2019ll be a step (or two) ahead of competitors who don\u2019t know the questions their customers and prospects are asking and thus can\u2019t execute a cohesive customer retention plan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Answering the real questions your customers are asking can form an important part of your customer retention plan. Customers have questions. You have answers \u2014 or so they hope! By leaving any key questions unanswered, you risk: Your prospects bailing &hellip;..<\/p>\n","protected":false},"author":330233,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[332],"tags":[912],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to discover your customers\u2019 unanswered questions | Smart Insights<\/title>\n<meta name=\"description\" content=\"Answering the real questions your customers are asking can help you develop a strong data-driven customer acquisition plan that works.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-retention-strategy\/discover-your-customers-unanswered-questions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to discover your customers\u2019 unanswered questions | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Answering the real questions your customers are asking can help you develop a strong data-driven customer acquisition plan that works.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-retention-strategy\/discover-your-customers-unanswered-questions\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartinsights\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-21T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-20T14:39:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/11\/Client-retention.png\" \/>\n<meta name=\"author\" content=\"Mark D. 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