Customer Discovery Question Bank Template

Ask the right question at the right moment in the customer journey, and actually hear the answer.

I regularly ask CSMs whether they can tell me how every customer in their book defines success. I have never in my career, even when I was a CSM, heard somebody say yes. We spend our calls presenting, demoing and updating, and we leave without knowing what changed in the customer's world or whether they plan to renew.

This question bank gives you 97 questions for every stage of the journey, from onboarding to renewal and advocacy, plus questions for ten events that shake up an account, like a new executive, a competitor evaluation or a merger. Each question notes who it's best asked of, and each stage tells you what you're listening for. Pick three to five before a call, prep with the conversation section, and capture what you learned so it reaches the people who need it. Use it as a menu, because your judgment about the person in front of you still matters more than any list.

What's included

• Customer Discovery Question Bank template in Word, plus a make-a-copy link for Google Docs

• 97 questions across 8 sections: conversation prep, onboarding, adoption, maturity and growth, renewal, post-renewal and advocacy, partnership events, and what we learned

• Questions for 10 account events: a new executive, churn risk, evaluating other solutions, a merger or reorg, losing a sponsor or main contact, low adoption or a poor NPS score, product gaps, business reviews, account transitions and exit interviews

• A step-by-step PDF guide with worked examples, six habits for asking well, the mistakes to avoid and a Steal This discovery call check

Who it's for

CSMs, account managers and CS leaders who want every customer call to teach them something they didn't know.

How it works

Digital download. Your files are ready right after checkout. Open the Word file, or use the link included with your download to make your own copy in Google Docs. No physical item will be shipped.

Bundle and save

This template is part of the Onboarding and Adoption Bundle: 9 templates for $89, about half the price of buying them one at a time. Want everything? The Complete Architect Collection has every template in the collection for $299.