I always encourage people to ask these survey questions regularly.
You don't want to overdo it, but let's say your members are working through a formal course. Because of the way courses are structured you're given many legitimate opportunities to gather feedback. Depending on its length, you could survey members after each lesson, each module or the entire course. Four time per course seems to be about right.
A lot of people are reluctant to do this. I'm never sure if it's because they don't want to hear the truth about their darling, or they just don't know what to ask, but there is one thing that I've seen play out time after time: membersites who ask for detailed feedback regularly and collect NPS feedback constantly have fewer cancellations, higher lifetime customer value, and higher overall revenue.
What To Ask
- Where were you bored?
- Where could you not understand what was going on?
- Where did you not find things credible?
- Was there anything you found confusing?
Once you have the answers to these questions, you go away a decide how valid the answers are ... and fix them yourself.
The members you've asked will (usually) have suggestions of their own. You can ignore these, because they don't know what they're talking about. Unless they're experts in the same area. In which case, listen carefully.
Ultimately it's up to you to decide what to do. Afterall, this is your show. But gathering feedback from the people who pay you is the best way to improve your offering.