Surveys and Feedback – Enough Already

I’ve posted several times recently about the value of gaining feedback from customers using NPS, to studies pointing out the flaws in formal studies, developing processes to seek feedback, and the need to develop multiple means for customers to interact with you (this is straight from Category 3 of Baldrige). Now a recent sequence of events provides a nice example of the other side of that discussion. Overdoing it by asking customers too much.

My wife had a service done on her car last week. The dealer sent an e-mail asking her to provide feedback on the service provided. It was an oil change. My wife was busy this past week so she didn’t take the time to respond. The dealer proceeded to call the house twice and send out three additional e-mails. This begs the question. If you ask for feedback or make a request for someone to do something, at what point do you accept the fact that they are not interested in providing you feedback or they aren’t going to do what you are asking them to do?

Seek feedback but be reasonable about the way you do it. Ask too often or press too hard and the result may be that the customer shuts down communication. If you get feedback for a sample of your customer interactions that may be enough. Pressing to increase that sample rate may have unintended consequences.

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