The Power of Asking Open-Ended Questions

January 5, 2021

At Insightpath, we believe you should know your customer like they’re your best friend. Our tool allows you to collect, conduct, and track live interviews with customers to capture feedback. A great way to make the most of your interviews is asking your customers open-ended questions.

Open-ended questions are questions that cannot be answered with a yes or no answer. Responses to open-ended questions vary from person to person and they can help prompt a longer conversation between the interviewer and interviewee.

Close-ended questions are just the opposite; they are questions that can be answered with either a yes or no answer. An example of a close-ended question is:

  • Do you like working with our company? Yes or No.

An example of an open-ended question is:

  • Tell us about your experience with our company.

Both close and open-ended questions let you collect information from your customer. However, open-ended questions allow you to really dig into what your customer is feeling. By asking an open-ended question about your product or service, you can learn from your customer why they are using your product, how it helps them, and their future goals with your product.

Start the Conversation

Use open-ended questions to start a conversation with your customer during your interview. If you find that your conversation is drifting in a different direction than you had planned, follow where it takes you. This will allow you to get more out of your interview rather than just sticking to a scripted list of questions. Having a conversation with your customer will build a connection between the two of you and allow you to learn their needs and pains.

Ask Follow-up Questions

When conducting your customer interviews, be sure to ask them follow-up questions. If your customer tells you about a problem they had with your product, don’t just move on to the next question. Ask them how or if that problem got solved. Learn if there is anything you can do to solve it now. Follow up questions not only give you more information but also shows your customer that you are listening and that you care about their experience.

While preparing for your customer interviews, don’t leave out open-ended questions. Collecting data from these interviews is important, but we at Insightpath believe that forging a connection with your customers during these interviews is just as necessary. There are lots of ways you can collect data, but today with more and more interactions happening online, forming connections and building a rapport with your customer is essential.

Contact us to learn more about asking open-ended questions using Insightpath.

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