Thoughts, ideas, and lessons learned from real-world customer engagements and interactions...
Are you making it easy to get the feedback you want?
29 Apr 2011 | No Comments | posted by admin | in Customer Experience
The other day on my way into the office, I stopped at a local coffee shop to get my morning caffeine fix. As I was standing in line, I noticed that there was a sign that was soliciting feedback from customers. It showed a picture of a coffee and gave the website where they wanted customers to visit in order to provide feedback on “how well are we doing?”. As an incentive, they were offering free coffee for a year.
Although I think that this is a great initiative, and I also think that the incentive of potentially winning free coffee for a year was appealing, however the net result was that I did not make it to the website or provide my feedback. The simple reason being that I grabbed my coffee, went about my day, and did not take the time later in the day to visit the website. Even with the best intentions, and the potential incentive of not having to buy my morning coffee for a year, the company lost me along with my feedback because it was not convenient for me to provide my input at the time that they were asking for it. The success of this program was built upon their assumption that people would go to the website once they went to the office or got back in front of a computer.
Now, if on the other hand the company had skipped putting the picture of the coffee on the poster, and had replaced it with a QR Code which would have immediately led me to their website to gather my feedback, then chances are significantly higher that they would have received the input that they were looking for. I would have simply pulled out my iPhone, took a picture of the QR Code and filled out the survey while I waited in line for my coffee. Also, since I would have provided the feedback right at the time that I was experiencing the service from them, the feedback is likely to be more accurate and relevant to what they were hoping to accomplish.
If you have a system set up to gather feedback from your customers, is it easy for them to give you the feedback, or are you loosing them, and the valuable feedback that they can offer?
This article was written by: admin