“What do you not like about the company, the services or the product?”
Don’t ask that. Never. Asking that is like forcing customers to admit they’re wrong in choosing you. And they will search for better.
Instead ask. “What can we improve on?” This says we’re willing to listen and improve on anything that makes sense for us and the customer.
I was always taught to only give criticism if you can suggest solutions to fix the problem. The first question makes the business and customer feel like they’re doing something wrong. Question two benefits both customer and business.
1) It makes the customer feel like their suggestions are considered (as long as the business is actively making changes)
2) The business builds loyalty with customers and receives free ideas.
Pay close attention when developing questions, like most things - small changes can have large effects.