The other day, a big company sent me an email, asking for feedback about my recent purchase experience.
That's the good news. Even though sites like SurveyMonkey have made it ridiculously inexpensive (and easy) to gather and calculate quantitative customer feedback, I'm rarely asked for feedback. When a request arrives, I always consider it.
The bad news is that this particular company's web-based survey was too long. Some of its questions backed me into a corner. And it didn't ask me the most important question of all: would I recommend them.
I almost gave up after the second question: "How long has it been since you last used our service? Less than 2-3 months, Less than a year, 1-2 years, 3-4 years, More than 5 years." (I continued, knowing it might make for a good blog post.) I couldn't remember the last time I used them, but "I don't know" wasn't an option for that question, nor any others. Memory isn't factory sealed. Besides, what bearing does it have on my recent experience?
I trudged through some 15 pointless questions, dying to give up after each one. The things we do for blogging.
"Would you use us again?" the survey finally asked.
I don't know, I thought. Yes or no were the only answer options.
Well now. The product was good, but the service was pretty bad. If I found a viable alternative, I'd switch. So I answered no. It wasn't the correct answer but backed into a corner, why say yes? The answer is not always binary.
The survey concluded by asking me my age, income, gender, etc. Questions that help ensure survey drop-off rates.
What the survey never asked: If I'd recommend the company, and what I'd say if I did (or how I would recommend against them). This national company, known for its transportation solutions, squandered a free opportunity to understand word of mouth.
Which leads us to what a good survey does to gather valuable customer feedback:
- Its first question is: "Based on your recent experience with us, would you recommend us to your friends, family, colleagues, etc.?" Yes, no, or I don't know are the possible answers. (You could use the Net Promotoer methodology here, too.)
- Based on the answer to question 1, the survey then asks, "Tell us more about the reasons for your previous answer." Then I could select from a pre-determined list of reasons for my answer, or blank boxes for me to write my own.
- It would ask me how I would describe the company and/or my experience to friends and colleagues. Again, a list of possible answers could be presented along with a blank field for my own description.
- Finally, it would ask me how the company could improve. I could rank the importance of specific items or provide my own idea which, who knows, could be the dumbest idea ever or somewhat innovative. Process improvement is a never-ending marathon.
That's it. A short and easy survey based on recommendability. The data are actionable for operations, marketing and human resources, which could tie results to team reviews or if done right, to a key metric any employee can appreciate: compensation.
