Want to learn more about your clients? You don’t have to rely on speculation. Surveys are a powerful relationship marketing tool for discovering what your clientele wants from you and what you could do better to fulfill their needs. Investing smartly in understanding your client’s needs and cultivating a personalized client experience will help your company increase customer retention rates, driving sustainable revenue and profitability. As of 2023, the average customer retention rate across industries is 75%. A mere 5% increase in your company’s client retention rate can increase profits by 25% to 95%. Open-ended client surveys can be the relationship marketing tool that drives revenue growth for your company in today’s competitive landscape.

Before sending out a survey, decide what you want to learn. Open-ended questions often yield the most insightful responses, allowing clients to express their needs and expectations in their own words. Tailor your survey questions to align with the specific nature of your client’s business and the services or solutions you provide. For instance, a list of survey questions with follow-up questions you might ask a client about their business needs might include the following:

1. What specific outcomes are you looking to achieve with our products/services?

• Can you provide more details about your short-term and long-term goals?
• Are you targeting any specific metrics or key performance indicators (KPIs)?
• How do you envision our products/services contributing to your business objectives?

2. What are the main challenges or obstacles your business is currently facing?

• Please elaborate on the specific challenges your business is encountering.
• Have these challenges evolved or changed over time?
• Are there any areas of your business where these challenges are more pronounced?

3. Are there any specific pain points related to your industry or market?

• Can you provide examples of industry-specific pain points your business faces?
• How have these industry-related challenges affected your business compared to others?
• Are there any emerging trends or market dynamics that are impacting your industry?

4. How do these challenges impact your day-to-day operations and bottom line?

• Could you describe the operational difficulties or inefficiencies caused by these challenges?
• Have you quantified the financial impact of these challenges on your business?
• Are there specific departments or functions within your organization that are particularly affected?

5. What strategies or tools are you currently using to address your business needs?

• Can you provide more details about the strategies or tools you’ve implemented?
• How have these strategies or tools performed in addressing your needs?
• Have there been any unexpected consequences or side effects of these solutions?

6. Are there any gaps or limitations in your existing solutions?

• What specific areas or aspects of your current solutions do you find lacking?
• Have you identified any areas for improvement?
• Are there any gaps that have resulted in unmet needs or missed opportunities?

7. What do you like or dislike about your current tools?

• Please elaborate on the aspects of your current tools that you find favorable.
• What elements do you find challenging or unsatisfactory?
• Are there any specific features or functionalities you wish your existing tools had?

Open-ended survey questions like the ones above will help you delve deeper and better understand your client’s business needs, challenges, and preferences. Immediately following the return of the survey, schedule a follow-up call or meeting to delve deeper into their responses to build a more comprehensive understanding of their business needs. Share the survey findings with relevant stakeholders. Finally, show your client you respect their opinions and time, and follow up the completed survey with a curated, personalized gift for your client.

Remember, as little as a 5% improvement in your client retention rate can significantly impact profitability, ranging from 25% to 95%. Increase your client retention rate and reap the benefits. Relationships are at the heart of business. Open-ended survey questions will help you build stronger client relationships, provide valuable business insights, and drive long-term revenue growth.