Five Questions to Ask Your Customers – The 5 “S”s


It pays to have consistent meaningful contact with customers rather than a complicated, clumsy, expensive, superficial process that just falls apart. Stick your toes in the water by asking someone to make phone calls to recent customers. Five engaging questions demonstrate that you appreciate their business, you believe in continuous improvement, and you would like to be of service to them in the future. Plus you gain invaluable guidance to improve your marketing.

Ask what their SITUATION was before they contacted you. You can improve your marketing if you learn what circumstances precede customers looking for your products/services.

Ask how they made their SELECTION. You can improve your marketing if you learn where your customers look and their decision criteria when they need what you do.

Ask the customer to describe what SERVICES (or products) were provided. It’s important to truly hear in their words what they think was requested and provided. Your marketing can dramatically improve if you can convey what you do “in their words.”

Ask how SATISFIED the customer was. What were the results? This reinforces that you care about results and reminds your customers about the value.

And then solicit SUGGESTIONS. This is not just about “ways to improve”.  Focus on where the customer is headed in the future and what new services you should be developing to deserve their continued business.

About Aldonna Ambler:
Known as The Growth Strategist®, Aldonna Ambler built and grew a suite of companies to help midsized B2B companies achieve accelerated growth with sustained profitability® A Certified Speaking Professional (CSP), Ambler has addressed over 2000 audiences and hosted a syndicated online talk show about growth strategies for 9 years. As a growth financing intermediary, Ambler raised over $1 Bil dollars for midsized companies. The winner of over 2 dozen prestigious national and statewide "entrepreneur of the year" awards, Ambler is available to speak about “profitable growth during any economy” and/or serve on the board of a growth-oriented privately-held company.

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Growth Strategy Tip


...strong facilitator with a good understanding of the group planning dynamic and able to bring out the best ideas from the group.

William Marino
Horizon BC/BS

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