The Questions Worth Asking

Mature customer programs ask fewer questions. About 5% of customers answer surveys and client executives almost never do, but every customer reports every month through their orders. In the third of four episodes on the actions from Do B2B Better, I cover evaluating the flywheel and why cutting questions first earns you the standing to ask for order data. Your assignment is to cross out every customer question nobody can tie to a decision, then count what survives.