Ask What You Should Know But Never Asked
I’ve found that one question stands above the rest when trying to understand customers better: “What should I know about you that I’ve never asked?”
This question opens doors to insights you might never discover through standard surveys or typical interactions. It acknowledges that despite your best efforts, there are gaps in your understanding of your customers’ needs, preferences, and challenges.
Think about it – this approach invites customers to share what they believe is essential, not just what you think is important to know. The distinction makes all the difference.
Why This Approach Works
This question works on multiple levels:
- It shows respect for the customer’s perspective
- It demonstrates that you value their input beyond transactions
- It can reveal unexpected information that helps you serve them better
- It builds trust through genuine interest
The beauty of this question is its simplicity. You don’t need complex systems or expensive research to implement it. Just ask, listen, and act on what you learn.
Make It More Than Just One Day
While Get to Know Your Customers Day provides a good reminder, I suggest extending this practice throughout the week or even making it part of your regular customer interactions. Customer relationships aren’t built in a day, and neither is customer knowledge.
When you consistently seek to understand your customers better, you create ongoing opportunities for connection and improvement. This steady approach yields more authentic insights than occasional, forced attempts at customer research.
“What do you want to know about your customer that you should know about your customer that you have never asked your customer? That’s what you want to ask them. That’s how you get to know them just a little bit better.”
Putting This Into Practice
Here’s how to implement this approach effectively:
- Ask the question in a genuine, conversational way
- Give customers time to think and respond
- Listen without interrupting
- Take notes on what you learn
- Follow up on the information shared
The last point is critical. Nothing frustrates customers more than being asked for input that’s subsequently ignored. When customers share something important, acknowledge it and, when appropriate, take action based on what you’ve learned.
Customer relationships thrive on mutual understanding. By asking what you should know but have never asked, you demonstrate a commitment to that understanding. You show customers they matter beyond their transactions.
So don’t wait for the next official Get to Know Your Customers Day. Start asking better questions today, and watch how your customer relationships transform as a result.
