Every day, customers ask businesses questions. They want to know how much something costs, whether you offer a particular service, what happens next or whether they can book an appointment.
We answer them, deal with the enquiry and move on to the next thing.
But what if we stopped moving on quite so quickly?
Because hidden inside those everyday conversations is something incredibly valuable:
Information.
And your customers are giving it to you for free.
If one customer asks something, it’s a question.
If twenty customers ask it?
That’s data.
Perhaps customers repeatedly call because they can’t find your prices.
Maybe they’re always asking what happens at their first appointment.
Perhaps there’s confusion around one particular service.
Or people regularly ask whether you offer something that isn’t currently mentioned on your website.
However, those conversations are telling you something.
The question is whether anybody in your business is noticing.
Businesses invest enormous amounts of time and money trying to understand what their customers want.
Surveys.
Analytics.
Marketing consultants.
SEO research.
Focus groups.
And all of those things can be incredibly useful.
However, sometimes the answer is already sitting in your inbox or happening on your telephone every single day.
In fact, your customers will quite happily tell you:
You just have to listen.
Let’s say you receive five calls every week asking where to park.
That’s probably not a telephone problem.
It’s an information problem.
For example, could the parking information be clearer on your website? Perhaps it could go into your appointment confirmation or be added to your FAQ page.
Suddenly, one repeated question has helped you improve the customer journey and potentially reduced unnecessary calls.
That’s useful.
This is one of my favourites.
If customers repeatedly ask a question, there’s a pretty good chance other people are typing the same question into Google.
There’s your next blog.
Or social media post.
Or newsletter.
Or FAQ.
Instead of sitting staring at a blank screen wondering:
“What on earth are we going to post this week?”
Look at what your customers have actually been asking.
They’ve already given you the subject.
And, more importantly, you know it’s relevant because a real customer wanted the answer.
Nobody particularly enjoys hearing:
“That’s too expensive.”
Or:
“I’m not sure that’s right for me.”
But even those conversations contain useful information.
If the same objection keeps appearing, perhaps something needs explaining more clearly.
Maybe customers don’t understand the value of the service.
Perhaps there’s uncertainty about what they’ll receive.
Alternatively, you may simply be attracting the wrong audience.
The aim isn’t necessarily to change your offering every time somebody says no.
Instead, look for patterns.
One comment is an opinion. Repeated comments are worth investigating.
Here’s another group worth listening to:
The people answering your calls and emails.
They hear the questions.
They notice the confusion.
They know which explanations work.
They know which parts of the customer journey regularly cause problems.
Yet businesses don’t always ask them what they’re hearing.
A simple regular question to your team —
“What have customers been asking about this week?”
— could uncover some incredibly useful information.
Customer feedback has somehow become associated with complaints.
Something goes wrong.
A customer isn’t happy.
We investigate.
We learn from it.
Of course that’s important.
However, there’s another kind of feedback happening constantly.
It’s quieter.
It’s found in questions, comments, conversations and little bits of confusion.
And if you start paying attention to those things before they become complaints, you have an opportunity to improve the experience proactively.
Ultimately, collecting information is only useful if you do something with it.
You don’t need an enormous reporting system.
Start simply.
At the end of each month, look at:
What did customers ask us most often?
Then decide whether anything needs to change.
For example, you might update your website, create a social media post or add something to your FAQs. Alternatively, you could change an email template, clarify an internal process or simply brief your team on a better way to answer the question.
Or simply brief your team on a better way to answer the question.
Small pieces of information can create surprisingly useful improvements.
Your customers are talking to you all the time.
Not just when they leave a review.
Not just when you send them a survey.
Every phone call, email and enquiry tells you a little more about what they need from your business.
So perhaps the next time somebody asks a question you’ve heard seventeen times before, don’t just think:
“Not this again…”
Think:
Why do they keep asking us this?
Because the answer might tell you something rather important about your business.
At LiveLink Resource, we spend our days having conversations with our clients’ customers.
And those conversations aren’t simply calls to be answered and forgotten.
They can provide valuable insight into the questions customers ask, the concerns they have and the information they’re looking for.
By paying attention to those patterns, businesses can improve their customer journey, strengthen their communication and even discover what they should be talking about in their marketing.
Because sometimes your best business intelligence isn’t hidden in a complicated report.
It’s happening on the phone.
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