Five questions to ask your users

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk to Adam Hjort, VP Customer Success at Loop54. Loop54 makes an AI-based search algorithm for e-commerce. Adam explains how a B2B SaaS company can work data-driven with its users, and what to ask them.

Every six months Adam sends active users a survey through Intercom, with five questions:

1. How would you feel if you could no longer use the product? (Very disappointed, somewhat disappointed, or not disappointed.)
2. Which platform would you use instead if you could not use this one?
3. What is the main benefit of the product?
4. What do you feel needs to improve?
5. Who is the product a good fit for?

The value comes from how you cut the answers. Adam segments them by how long someone has been a customer, by product type, and by region. That guides both sales strategy and product prioritization. The survey also surfaces customers asking for features that already exist.

Adam also argues that a conversation can often win a churned customer back. He prefers a phone call to email, because a call picks up the nuance of why someone left. He also recommends exit interviews when customers cancel. The reasons for leaving then become data you can act on.

Tools mentioned in the episode: Intercom, Pendo, Zapier, and Loop54.

Listen to the full episode of Datadrivet for how Adam runs the survey and acts on the answers.