As a CSM, you can only start helping your customers reach their Desired Outcome when you ask the right questions. And while you might have some information about them from sales, there’s no better way to get the information you need, than getting it straight from the source. So, to help you get to know your customers better, here are 50 questions to ask them.

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1. When and where did you hear about us?
2. What expectations did you have from our product?
3. Have you tried any [Your Product] before?
4. What was your experience with a [Product] that you tried before?
5. On a scale from 1 to 10, how would you rate the last [Product] you tried?
6. What do you think could have been improved?
7. How big is your team?
8. What improvement do you want to see in your team?
9. What are your main objectives for which you want to use our product?
10. What are your short-term, mid-term and long-term goals?
11. Are you aware of the main KPIs used in [Your Industry]?
12. Which KPIs do you use most?
13. How do they help in enhancing your customer process?
14. Do you think our product can help you track those metrics?
15. How do you plan to track those metrics?
16. Apart from the product, what else do you think you’ll need to be success?
17. What would be the main objectives you want to fulfill from our product?
18. How would you rate your last product experience on a scale from 1 to 10?
19. What was your experience with our onboarding process?
20. How do you think we can improve our onboarding process?
21. After onboarding, were there any initial changes within your team you noticed?
22. Is your team struggling to implement our product?
23. Would you like strategies to help make the transition smoother for your team?
24. Have you found our joint success plan (JSP) beneficial?
25. Has there been any points on the JSP that you haven’t been having problems with?
26. Do you have any doubts or apprehensions about our product?
27. Do your executives have any doubts or apprehensions about our product?
28. Do your [End-Users] have any doubts or apprehensions about our product?
29. How can we improve your product experience?
30. What are your current challenges?
31. What is the first challenge you want to solve with our product?
32. How soon did you start seeing value from our product?
33. What feature has benefited you the most?
34. What features do you think would help enhance your product experience?
35. On a scale from 1 to 10, what’s your likelihood of recommending our product to others?
36. Do you plan to renew your subscription?
37. Have you reached all the goals you set when you started using our product?
38. Going forward, what new goals do you hope to achieve?
39. Based on our data, you can benefit from additional features we offer, would you like to hear more about how it [Benefit]?
40. It seems like you’re about to outgrow your current plan, are you interested in upgrading your plan to ensure you continue scaling without a hitch?
41. Has our product successfully met your expectations?
42. What unexpected benefit have you experienced since using our product?
43. What do you think you need from us to reach the next level?
44. What suggestions do you have that would help us improve our product?
45. What information do you need from us to help you get buy-in from the board?
46. What are the best things you like in our service and want us to continue?
47. What conversations are happening in the boardroom?
48. What do you need from us to help move the needle in the short- and long-term based on these conversations?
49. Have you seen quantitative results from using our product?
50. Do you have any additional feedback for us?

Final Thoughts

As you can see, there aren’t questions that you’ll ask your customer during one call, but over the course of their customer journey. Questions related to onboarding will not be relevant in the later phase. Likewise, questions in the later stage will not be relevant in the onboarding phase.

We recommend letting the conversation flow, so you can naturally ask your customers some of these questions without needing to refer back to your list. By knowing what questions, you should be asking can help you get the information you need to help your customers succeed.  And make an actionable plan based on the feedback you got from them. It’ll help keep you and your customers accountable and on the same page.

WRITTEN BYShivani Chaturvedi

Shivani is a talented CS manager with the skillsets to elicit, scope and manage end-to-end B2B SaaS project delivery. She has a keen interest in depicting her learnings in customer success by writing resourceful blogs and articles.

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