Collecting customer feedback is essential for long term business success.
The error that people make is they think that a comment card is a good way to collect the customer feedback. The answer is it really is not a good way at all.
I checked into a hotel yesterday and they have really nice looking comment cards at the front desk and it said they wanted to know what I thought.
Do you think they really wanted to know?
They could not find my reservation and was more interested in talking with an associate about a memo that just had come out.
My comments would not have been positive and that could have been a good thing. My guess is the manager or owner would like to know what the people at the front desk did but most people are like me and they will never waste their time filling out some form. If I did would I have to turn it into the person behind the counter?
Comment cards are a very poor tool to use for customer feedback. Almost like using a hammer to drive in screws!
Transforming the way customers share feedback and how organizations use it!
Transforming the way customers share feedback and how organizations use it! This is a place to share and learn about customer feedback, customer service and how to improve your customers experience. We want to move people from Comment Cards to Feedback that is of value.
Showing posts with label comment cards. Show all posts
Showing posts with label comment cards. Show all posts
Thursday, September 8, 2011
Wednesday, September 7, 2011
Listen to the customer - Customer Feedback
The other morning I was watching Good Morning America. They had a person on talking about starting a business during the down economy and one of her points was to "Listen to your customers!"
She explained that you need to know who they are and what they want before you start offering products or services.
That is fine if you are a new business but as an existing business you need to listen now more than ever. A big part of listening is asking for customer feedback. You need to be proactive and encourage your customers to share with you what is working and what needs to be worked on.
In tough times people are even more critical of how they spend their money!
This means customer feedback is very important to survival.
Transforming the way customers share feedback and how organizations use it.
She explained that you need to know who they are and what they want before you start offering products or services.
That is fine if you are a new business but as an existing business you need to listen now more than ever. A big part of listening is asking for customer feedback. You need to be proactive and encourage your customers to share with you what is working and what needs to be worked on.
In tough times people are even more critical of how they spend their money!
This means customer feedback is very important to survival.
Transforming the way customers share feedback and how organizations use it.
Tuesday, September 6, 2011
US Airways customer service
Doug,
I've flown your airline from the old America West days. I remember free drinks and have been elite over 15 years.
Just want to let you know...your service is terrible. I wish you offered our feedback solution so I could share this with you directly.
I forgot how bad the service is...
Please stop repainting planes and spend the money on hiring people that care about your customers.
I'd love to personally help you transform the way your customers share feedback and how you use it. Please call, text, or email me!
Wednesday, August 24, 2011
The Simple Truths of Customer Service
As I was thinking of what I wanted to share today I was reminded of "Johnny the Bagger". I have no idea when I first read this or saw the video it has been years. But as a customer service and customer feedback guru this a wonderful story.
Take the 3 minutes and watch it.
I often talk about measuring customer satisfaction and comment cards but when you have people lined up for one of your people the answer is they are doing something right.
It's important to remember the simple fact that the reason you are in business in it's most simple terms is to fill a need. Johnny filled the need for human interaction and connection.
I'm like most customers and wish more businesses would be "human".
Sunday, August 21, 2011
Regal Cinemas Comment Card
My wife and I went to the movies this evening... so as I walked in I noticed that they had comment cards next to each theater.
After the movie I was looking at the card and here are some things that you can learn from it...
First your choice are Excellent, Acceptable and Poor. You maybe aware the people are not quick to give a perfect score. With these three choices that will naturally drive people to the middle.
Next can you tell me what and excellent restroom, lobby or usher is? In all honesty I could not tell you what would make an excellent usher? Found our row? Didn't shine the light in my eyes?
At the end they have some lines for comments and that they want to know the theater, movie and time.
To me the real kicker is on the other side!
It's a mailer they that they want you to pay postage and mail in. 70% of people will not fill these out so you are cut to 30% now when I ask them to spend money to tell me how I did it will drop even further.
What a huge waste!
Did I mention that it will not take 5-7 days for it to get to the "Customer Relations" department in Tennessee!
This will have little or no value for the guest or the theater. By the time you get this card the movie will be long gone and the 16 year old that made the popcorn will be too.
It's time to transform the way customers share feedback and how organizations use it!
After the movie I was looking at the card and here are some things that you can learn from it...
First your choice are Excellent, Acceptable and Poor. You maybe aware the people are not quick to give a perfect score. With these three choices that will naturally drive people to the middle.
Next can you tell me what and excellent restroom, lobby or usher is? In all honesty I could not tell you what would make an excellent usher? Found our row? Didn't shine the light in my eyes?
At the end they have some lines for comments and that they want to know the theater, movie and time.
To me the real kicker is on the other side!
It's a mailer they that they want you to pay postage and mail in. 70% of people will not fill these out so you are cut to 30% now when I ask them to spend money to tell me how I did it will drop even further.
What a huge waste!
Did I mention that it will not take 5-7 days for it to get to the "Customer Relations" department in Tennessee!
This will have little or no value for the guest or the theater. By the time you get this card the movie will be long gone and the 16 year old that made the popcorn will be too.
It's time to transform the way customers share feedback and how organizations use it!
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.
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!
When it comes to feedback length is a critical factor.
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| No more comment cards! |
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!
Wednesday, August 17, 2011
Hotel Comment Cards
I could not resist this one!
I really like the idea and the execution. The challenge I have is I don't think that it's a very good tool for measuring customer satisfaction.
This is from Personality Hotels and this is what they use. They give guests an opportunity to share their "personality". They are great for the web site and maybe to post around the hotel but does it provide us actionable information? Can I share this with the team so they can improve?
From a creative perspective and connection to the company name I really like it!
I think that it's fun and could be a good tool to use with a real customer satisfaction survey.
Transforming the way customers share feedback and organizations use it!
I really like the idea and the execution. The challenge I have is I don't think that it's a very good tool for measuring customer satisfaction.
This is from Personality Hotels and this is what they use. They give guests an opportunity to share their "personality". They are great for the web site and maybe to post around the hotel but does it provide us actionable information? Can I share this with the team so they can improve?
From a creative perspective and connection to the company name I really like it!
I think that it's fun and could be a good tool to use with a real customer satisfaction survey.
Transforming the way customers share feedback and organizations use it!
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