Friday, August 19, 2011

Comment Card - Length Matters!

I'm going to skip the joke... it's too easy.

When it comes to feedback length is a critical factor.

No more comment cards!
A few years ago I stayed at a casino in Las Vegas and when I returned home I got a call and they said they wanted me to take a "Satisfaction Survey".  As a student of customer service and customer feedback I said sure.

After 20 minutes and them asking me way too many personal questions I ended the survey.

In all honesty it was not a satisfaction survey... it was a survey that marketing department had hijacked and turned into satisfaction, demographics and buying behavior.

I'm often asked how can we get our customers to provide feedback?  Make it easy to provide and make the survey brief.

A friend shared that he started taking a satisfaction survey online recently and after I while he noticed that it showed "50% Complete".  As soon as he noticed that he just logged off.

If you want to know about the customers experience limit your questions to the 5-10 that matter.  If you want to ask more than that organize a focus group or tell people that you are doing market research.

This is one place where shorter is better!

Transforming the way customers share feedback and how organizations use it!

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