Mine messages from your customers

Step-by-step Playbooks
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Contributors

@paul-boag

Business Benefits

Find common messaging themes concerning pain points, purchase prompts, and other key messages.

Create a new survey in a survey platform such as Google Forms, Typeform, or SurveyMonkey.

Add an introduction to your survey that includes a welcome and helps respondents to feel good about filling it out.

For example:

*Help make {{ product/service name }} better!
We really appreciate you taking the time to answer our questions. This should take you about 2-5 minutes to complete.
(We know that 2-5 minutes is a lot of time out of your day, so we promise to only ask you questions that we really, truly desire your specific answers to.)
If you have any questions or concerns, please contact me directly at {{ Contact Point Email }}.

Thanks!
{{ Contact Point Name }}, {{ Contact Point Role }}*

Add survey questions that ask about the perceived value and desirable outcomes of your product.

Copy and paste the questions below and replace all the placeholders:

  1. How did you first hear about {{ product }}?
    • A friend told me about it
    • I googled around looking for … (click here to type)
    • Heard it suggested in a comment/forum on … (click here to type)
    • I saw an ad and clicked it
    • I got a discount from a related product
    • Other (click here to type)
  2. When did you realize you needed a product like {{ product }}? What was going on in your world that caused you to come looking for {{ type of solution }}?
  3. What ONE problem would you say {{ product }} eliminates or lessens for you?
  4. What ONE benefit would you say {{ product }} you’ve gotten and valued most from using {{ product }}?
  5. Why did you choose {{ product }} over other {{ type of solution }}?
  6. What 3 adjectives would you use to describe {{ product }}?
  7. Are you happy with {{ product }}?
    1. Yes
    2. No
    3. Other (click here to type)
  8. How likely are you to recommend {{ product }} to others?
  9. What’s the #1 thing you’d mention to a friend if you wanted to convince them to give us a try?

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Set up a survey invitation email to be sent to paying customers in your CRM system.

Use an email template that is proven for high open and click rates.

Copy and paste the email script below and replace all the placeholders:

SUBJECT LINE: … Little help?

*Hi {{ First Name }},

It’s {{ Contact Point Name }} from {{ product }}. We’re in the midst of improving our website, and would love some input from {{ product }} customers (like yourself).

We have a few questions we’d really want to ask you to help us understand what matters most to our customers.

Could you help us out?

It shouldn’t take more than a few minutes of your time. If you can spare the time, please add your input here: {{ link-to-survey }} Thanks in advance — we really appreciate it. Every bit of input helps. :slight_smile:

{{ Contact Point Name }}, {{ Contact Point Role }} of {{ product }}*

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Send the survey email to paying customers in your CRM system.

Last edited by @hesh_fekry 2023-11-14T15:20:30Z

1 Like
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These questions are great. I tried using these by adjusting the typeform template.

However I did need some dev effort to properly trigger it in-app to the proper segment. Anyone found out a way of doing this without dev effort?