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, an AI-based search algorithm for e-commerce. The conversation is about how B2B SaaS companies can actually work data-driven with their users, and what to ask them.

Adam’s favorite experiment is simple to run. Every six months he sends a survey to active users 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 responses by how long someone has been a customer, by product type, and by region, and uses that to guide both sales strategy and product prioritization. One unexpected benefit: the survey surfaces customers asking for features that already exist, which is an easy, immediate win to feed back to them.

Adam also makes the case that a churned customer is not automatically lost. They can often be won back through a conversation, and he argues that a phone call beats email for picking up the nuance of why someone left. On the same logic, he recommends running exit interviews when customers cancel, so the reasons for leaving become data you can act on rather than a guess.

The takeaway is that a short, repeatable survey plus a real conversation tells you more about your product than a dashboard alone. The tools mentioned along the way include Intercom, Pendo, Zapier, and Loop54.

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