This Thursday marks “Get to Know Your Customer Day,” which occurs on the third Thursday of every quarter. But why limit customer connection to just four days a year? As a customer service expert, I believe every day should be dedicated to understanding your customers better.
The challenge many businesses face isn’t recognizing the importance of customer relationships—it’s knowing how to build them effectively. After years of working with companies across industries, I’ve discovered that asking the right questions makes all the difference.
Ask Questions That Reflect Your Brand
The most powerful questions you can ask customers are ones that no competitor could ask quite the way you do—questions that reflect your unique brand identity and values.
Since my work centers around creating “amazement” in customer experiences, when I speak with customers, I might ask: “Give me an example of an amazing customer experience another company created for you.” This question accomplishes several things simultaneously:
- It signals what I value (amazing experiences)
- It gives customers permission to share positive stories
- It provides insights into what they consider exceptional
- It creates a natural opening to discuss how we might create similar experiences
If your brand focuses on building customer loyalty and creating “super fans,” you might ask: “Tell me about a company that you’re a super fan of.” The answers will reveal what drives deep customer connection and loyalty for your specific customers.
Why This Approach Works
When we ask customers about positive experiences they’ve had elsewhere, we learn what makes them happy without directly asking “What do you want from us?” This indirect approach often yields more honest, thoughtful responses than direct questioning.
Through their stories about other companies, customers reveal:
- Their values and priorities
- Their definition of exceptional service
- Emotional triggers that create lasting impressions
- Specific actions that build loyalty
This information is gold for any business looking to create meaningful customer relationships.
Making Every Day “Get to Know Your Customer Day”
While Thursday may be the official celebration, I encourage you to make customer discovery an ongoing practice. Build these brand-aligned questions into:
- Regular customer check-ins
- Feedback surveys
- Social media engagement
- Team meeting discussions
The more consistently you seek to understand your customers, the more naturally you’ll align your offerings with their needs and expectations.
Words matter. Language matters. Connect your story to theirs. Get to know your customer, and they’ll get to know you better too.
This final point is crucial—customer relationships are reciprocal. When you show genuine interest in understanding customers through thoughtful, brand-aligned questions, you don’t just learn about them; you also communicate your values and create opportunities for deeper connection.
So this Thursday—and every day after—ask questions that reflect who you are as a brand. Listen carefully to the answers. Then use what you learn to create experiences that truly resonate with your customers. That’s how you transform ordinary customer service into something truly amazing.
