The Value of Deep Dive Questioning


The Value of Deep Dive Questioning
By: Marc E. Carlson, RRP
CustomerCount© Business Relationship Manager

The majority of customer feedback surveys I receive and see in the marketplace are pretty straightforward. Questions posed are in the format of Yes/No, multiple choice or scaled rating questions. This concept works well for organizations looking to create a minimum baseline standard but I think it leaves a lot of unanswered questions for key decision-makers. So why stop there? Just scratching the surface of a customer’s recent experience really will not help the organization to understand the root of a customer’s pleasure of doing business with your brand or discontent towards your brands’ products and/or services. In order to uncover the real reason behind a customer’s answer, it would only seem logical to position follow-up questions or execute a “deep dive”.

When performing a deep dive, you can use a variety of question types and position multiple questions to fully understand what the customer really experienced during that last interaction with your organization. There is not a rule that says you can only ask one follow-up question dependent upon the customer’s last response. Take this opportunity to fully engage with your customer and let them know that by using pop-up boxes displaying a message like “We sure appreciate you providing this feedback”. Clients using “CustomerCount©”: have been known to use upwards of three or four deep dive questions in certain areas of their customer feedback surveys. To date, we have not heard a derogatory response by asking multiple deep dive questions. I also believe providing a customer the opportunity of expressing their thoughts, good or bad, via a verbatim will give your organization better insight into their recent interaction whether it be by phone, web, in person, or in store.

The next time you are speaking with your customer feedback vendor, inquire about positioning a couple of deep dive questions within your survey. Contrary to popular belief, it does not take that much work on their end to position those deep dive questions. I bet incorporating a couple of deep dive questions into your customer feedback survey will produce the granular information you desire and build a little loyalty with that customer because you want to hear more about their recent experience.

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  • Lisa Ann Schreier

    Could it be that they are not really interested in hearing from the customer, merely jumping on the survey bandwagon as others are doing?

    I agree that if you are going to do a customer survey, then really do it and really be focused on hearing what they are saying.

  • Marc Carlson

    Lisa Ann,

    I think to a certain extent, companies collect customer feedback because they think they should. On the other hand, many survey vendors do not offer the “deep dive” functionality that CustomerCount can produce.

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