What separates the mild-mannered retail store owners from the retail heroes? Heroes use surveys to find out what customers think about their business and products, so they can take action and deliver an amazing experience. Ready to be a hero to your customers? Create a super survey with six powerful, result-focused questions:

1. What made you choose us over our competitors?

This question reveals what makes your store and products unique and irresistible. Do you offer the largest selection of vinyl records in town? Are your educational games created by teachers? Do you have a lifetime guarantee? Focusing on these differentiators can help you create powerful advertising messages that attract customers.

2. How often do you visit our store?

Is the customer a regular? If so, you’ll want to do everything you can to keep them happy and coming back to your business. Gartner Group statistics tell us that 80 percent of your company’s future revenue will come from just 20 percent of your company’s existing customers. Use their feedback to guide your business and marketing decisions. And don’t be afraid to ask them for a testimonial or referral.

3. How easy was it to find the items you were looking for?

If the product wasn’t easy to find, you’ll want to dig a little deeper to find out why. Were the sales associates available to help the customer? Does your store even carry those items? Whatever the reason, this is your opportunity to improve your processes and create a better shopping experience for your customers.

4. How likely are you to purchase our products again?

If you get a negative response to this question, don’t panic or try to sweep it under the rug. Reach out to the customer to get more details about the situation, and you may be able to turn it around. Remember, the customer is doing you a favor by letting you know there is an issue, so you can make it right.

5. What’s the most recent example of how we have exceeded your expectations?

You could ask your customers how satisfied they are with your products. But to collect more actionable information, Inc. Magazine suggests making the questions specific and focused on a recent time frame.

6. What other products would you be interested in purchasing from our store?

Instead of trying to come up with the next best-selling product on your own, why not enlist the help of your customers? Gather their ideas and share them with your product development team to create a product that matters to your customers, sells like gangbusters and sets you apart from the competition.

What’s more, asking customers for their opinion can also turn them into faithful fans. A survey by Cint revealed that consumers are 62 percent more loyal and 56 percent more likely to buy from businesses that ask for their opinion.

To be a hero to your customers, you need to make them feel heard, respected and cared about. Ask the right questions with a super survey. Then harness this valuable feedback to exceed their expectations and keep them coming back for more.

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© 2018, Chris Duncan. All rights reserved.