Not sure how to start improving your customer experience? Ask your support team..
1. What is the number one thing people complain about?
This will tell you where to focus your efforts for improvement and provides a good place to start research from to fully understand customer pain points.
2. Which channel do most queries come in through?
Whilst this will depend on the channels you allow customers to contact you by, it should give you a good place to start in understanding whether your customers want to talk to you over the phone or via email, for example
3. If you could improve one thing about the service/ product what would it be?
Your customer service staff talk to the customers every day and have to solve a myriad of issues for them. Because of this, they will develop a pretty good gut-feeling on the issues causing the biggest trouble for your customer base.
4. Which internal document is helping you most in answering customer questions?
Knowing which material they find the most helpful when dealing with customers gives you a good understanding of the kind of content you could be producing and sharing with your customers and prospective customers.