Do you know the difference between open and closed questions in customer service?
If you’re not sure, see what Jacqui Turner of Turner Corner Learning Solutions has to say, as she explains what really defines an open question and shares plenty of examples for your team to use – from open questions to use at the start of a call to open questions to use when responding to a complaint.
What Is an Open Question?
Open questions are those that encourage detailed, expansive responses from the customer. They typically begin with words like “What”, “How”, “Why”, or “Describe”, and cannot be answered with a simple “yes” or “no”.
The benefit of using open questions during calls, particularly early on in the conversation, is that they can prompt the customer to provide more information, explain their thoughts in more depth, or elaborate on a topic.
In contrast, closed questions are designed to elicit specific, often brief, responses from customers. They can usually be answered with a simple “yes” or “no”, or with a specific piece of information. Closed questions often begin with words like “Do”, “Is”, “Are”, or “Have”.
The key difference between open and closed questions lies in the depth and breadth of the information they generate.
Open questions allow for a wide range of responses and can reveal unexpected insights, while closed questions are more focused and limit the scope of possible answers.
Examples of Open Questions to Use in Customer Service
Here are several examples of open questions your team can use in common contact centre scenarios:
Open Questions to Use… At the Start of a Call
“What can I help you with today?” or “How may I assist you with your account?” are useful open questions to introduce at the start of a call, as they encourage the customer to provide detailed information to help you understand their query.
The TED technique is also great for framing open questions to encourage more information, particularly when the customer hasn’t provided enough detail and you want to avoid making assumptions.
For example:
- “Tell me more about the issue you’re experiencing.”
- “Explain what you were trying to accomplish when you encountered this problem.”
- “Describe what happened when you first noticed the issue with your account.”
Want to refresh your call centre opening spiel? Read our article: 10 Catchy Greeting Examples for Customer Service
Open Questions to Use… When Responding to a Complaint
When responding to a complaint, there may be a need to understand the issue in more detail and particularly how this has affected the customer. Understanding the impact enables the advisor to empathize.
For example:
- “How has this problem/issue been affecting you?”
- “What are your main concerns regarding this issue?”
It’s also important to avoid making assumptions by establishing what the customer may already know or not know, or what action they’ve already taken or not taken.
For example:
- “What have you already tried to resolve this issue?”
- “What specific aspects of our product or service have you found unsatisfactory?”
- “When did you first notice this problem?”
It can also be beneficial to gauge the customer’s expectations by asking questions such as:
- “What would an ideal resolution be from your perspective?”
This enables the agent to provide a very early positive response, if this request can be met, or even exceeded.
If not, the agent should then focus on an alternative solution they can offer and ensure they lead with this when they respond to the customer, thus avoiding “Unfortunately…”.
If you are looking for advice on how to improve the complaints process in your contact centre, read our article: Customer Complaints? Try This 10-Point Plan
Open Questions to Use… When Closing Calls
When closing calls, it’s important to ensure the customer understands what has been agreed and is happy with the outcome.
“What else can I help you with today?” or “What questions do you still have about what we’ve covered?” can both help avoid unwanted repeat contacts.
The customer may have been so engrossed in the conversation about their main point, they may need a little reminder of any other questions they wanted to ask.
You don’t want the customer hanging up and then ringing back a few minutes later when they remember they had another question!
If you work in sales, additional open questions might also include:
- “What other products or services of ours are you interested in learning more about?”
- “What questions do you have about our products or services?”
Finally, “How do you feel about the solution we’ve discussed?” is a question that helps to measure the customer’s satisfaction and may lead to a further discussion if the customer isn’t fully satisfied.
Looking for some great closing spiel and advice? Read our article: The Top 10 Call-Closing Statement Examples
Open Questions to Use… When Trying to Retain Customers
Open questions are particularly important when you’re trying to understand how your customers perceive your service in order to retain them.
These questions could include:
- “How can we improve our service in the future?”
- “How likely are you to recommend our service to others, and why?”
- “What aspects of our service do you find most valuable?”
- “How well are we meeting your current needs?”
- “What additional features or services would you like to see from us?”
- “What factors would influence your decision to renew your contract or subscription?”
When asking these types of questions, it’s important to actively listen, avoid interrupting or being defensive.
These questions help in understanding the customer’s perspective, identifying areas for improvement, and demonstrating a commitment to the customer’s long-term satisfaction.
If you show empathy and a willingness to take on board feedback as well as share how you will use their feedback, your customer is more likely to feel you truly value their thoughts.
Printable – 20 Open Questions for Customer Service
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Open Questions Are a Powerful Tool
Open questions are a powerful tool for any customer service professional, particularly in call centres.
Their strategic use can transform interactions, elevating them from mere transactional conversations to meaningful discussions that build customer relationships and drive business success.
By introducing open questions throughout the customer journey – from initial contact to complaint resolution and retention efforts – customer service advisors can:
- Gather comprehensive information to better understand and address customer needs
- Encourage customers to express their thoughts and feelings, promoting a sense of being heard and valued
- Uncover hidden issues or opportunities that might not surface with closed questions
- Tailor solutions more effectively to each customer’s unique situation
- Build rapport and trust, essential elements in customer loyalty
Open questions empower customers to take an active role in problem-solving, leading to more satisfying resolutions and a greater sense of partnership with your company.
By training advisors to use these questions skilfully, organizations can enhance their service quality, improve customer satisfaction, and ultimately drive business growth.
Written by: Jacqui Turner of Turner Corner Learning Solutions
If you want to learn more about customer service questioning techniques, read these articles next:
- 15 Examples of Probing Questions for Customer Service
- How to Use Funnel Questions – With Examples
- 15 Clarifying Questions That Add Value to Customer Support Conversations
Author: Jacqui Turner
Reviewed by: Megan Jones
Published On: 18th Sep 2024 - Last modified: 23rd Sep 2024
Read more about - Skills, Downloads, Editor's Picks, Jacqui Turner, Printable, Questioning Techniques, Top Story
