Goal
To provide a foundational understanding of true customer needs that content is currently meeting and gaps in content needs for full product adoption and engagement.
Email
Subject Line: Gathering Customer Insights
Dear XX,
We are working to support the needs of our customers through content and would love to gather your stories and insights.
If you could take some time as a team to collect customer feedback and insights you hear so we can identify what content we can strengthen or create in the next 10 days, that would help us understand our content better.
After collecting the information from your team, please email it to XXX@XXXX.com using the tracking document – Customer Gap Analysis.
Thank you for being a part of the customer experience planning process.
Questionnaire
- What are the most common questions/concerns you hear from customers?
- Where do customers struggle the most with our product/service?
- Are there any recurring themes in our customer complaints/feedback?
- Where in the customer journey do customers often get stuck?
- What are the resource types that we share with customers?
- What feedback do you have about our current content?
- Is there a difference in success with different levels of content? (highly technical vs simplified)
- What channels are you using to provide content to customers?
- What areas in the customer journey are highly successful and require very little assistance?
- Are there other types of help customers are asking for?
- Is there any follow up after helping a customer? What does it look like?
- Are there any customer segments that need more help than others?
- Do you get any positive or negative feedback about specific content? Which ones?
- Do you get any complaints about gaps in our content?
- Do you know how often our customers are accessing our content?
- Are customers sharing our content with each other?
- Do you use any metrics to track content success?
- Are there any industry trends or changes that our customers are concerned with?
- What are the common keywords or phrases used when describing needs?
- Any case studies or testimonials that we could turn into content?
Use our tracker attached to gather all of your intel!