Three strategic pillars for 2011
December 31, 2010Could you use the idea of telephone trees in social media to drive your word of mouth?
January 5, 2011
This is something that I saw when Hana and I were out shopping the other day for food. Now, I applaud the different efforts companies make to engage and garner feedback from their customers……. but, for me, there was something wrong with this picture.
Here’s what I thought:
It’s a customer suggestion box in plain view near the customers queuing for the tills. Nice!
It’s an effort that says we want to hear what you have to say. Nice again.
BUT, the problem is that there’s no paper and no pencils for customers to provide feedback. Also, it’s near the customer queuing area which means it can get quite congested and many customers will not want to give up their place in the queue to make a suggestion (if they happen to have one).
If we keep the suggestion box area at the same place but think about the dynamics that happen in that area, our customers, the things that they have at their disposal and what they might be willing to do….how about this as a way of soliciting more feedback?
First of all, how about keeping the suggestion box where it is and keeping it filled with paper and pens for those that want to write something down. But then, how about adding a sign above that invites customers waiting in the queue to send a text message via their mobile phone to a suggestion number?
Do you think think this might work?
I don’t know.
But, I do think that there is a chance that it may work better than what is currently there. Why? Well, most people have mobile phones, a text message could be sent whilst they were in the queue and in doing so they wouldn’t lose their place and, therefore, you wouldn’t be asking them to do something that makes them go out of their way.
Many customer feedback and survey methods fall to live up to expectations, do more harm than good or deliver the results that a business wants because they are designed from a business’ perspective and not from a customers. Therefore, to make feedback and suggestions methods as likely as possible to success, make it easy for your customers to give feedback or offer a suggestion and make it fit with what works for them, not for you.
What cool, innovative, effective customer feedback or suggestion methods have you seen that work?
24 Comments
Hi Adrian!
I like the idea of being able to text in feedback in a situation like that. I think that it could work really well in combination with the pen and paper way. π
This year a big part of my focus is getting more feedback from my customers, so I can do a better job of providing them with what they need and want. This article is a good reminder to make sure that I make it as easy as possible to provide that feedback… π
Hi Jess,
Glad you liked the post and the idea about texting. I think it could work in many retail stores or any other business where we face queues or texting a short response would be more convenient for the customer.
Great to hear that you are going to get more feedback from your customers. What do you think will be the best way for them to give you feedback?
Adrian
That’s a good question! π
One of the things I’ve started doing to make it easier for them is to ask questions. When I ask for a testimonial, for example, I give them some questions to answer to help them write it.
I’ve also been trying to ask more specific questions in other ways, and to only ask ONE important question, instead of hitting them with a whole bunch at once.
I’m going to start using more survey-type forms as well, so it’s just a matter of filling in some quick fields, instead of writing out something. π
Hi Jess,
Some great ideas and approaches here. I would suggest that you monitor which work better than others.
Another thing that I would suggest is that some people are better talkers than they are writers so why not give someone the opportunity to call and give verbal feedback or a testimonial. You can then record it (with their permission, of course) and then transcribe it for use later. May help get more people involved or make it easier for some.
Adrian
Excellent idea, Adrian – thanks for the suggestion! π
Great article – it really got me thinking! I am going for more of a personal connection with my people – like an old friendship. When I deliver orders, I include a blank piece of stationary and a self-addressed stamped envelope as well as a small note asking them to take the time to highlight the products they loved and asking them to let me know how their experience was with me. It helps me stay on track – and it’s great to display in my storefront for other customers to see!
I look forward to more of your posts – they are incredibly helpful!
All the best,
CL
Hi Candice,
Thank for dropping by and leaving a comment. I am really pleased that you find the ideas here helpful.
I think your stationery idea and trying to develop ‘old fiendships’ is a great one. One of the things I would ask is what is the response rate for the little cards that you leave behind? Have you asked your customers what they would find most helpful or what would be the best way for them to give you feedback. Perhaps, they will give you a range of options which, if you can offer them in a cost effective way, may increase your level of feedback and, potentially, level of referrals.
What do you think?
Adrian
Btw I remember when my Mum used to buy from the Avon lady when I was really little.
Adrian,
Sad but true – I have never asked! :S How embarrassing.
I get good response, and have loyal customers that I know really well, but as I approach the new year I think I MUST take a look at this and ASK! π
I pride myself not just on customer service, but customer satisfaction. I will definitely be asking this question from now on and making this the standard of care from now on for all new recruits and customers!
Thanks for the wake-up call!
CL
Hi Candice,
You know what….that’s great because it offers a really easy opportunity for your to improve your customer centricity and it’s great that you are honest and open enough to think about it.
Let me know how you get on and thanks for adding to the conversation around this topic.
See you here again soon,
Adrian
Adrian,
It’s so cool to look at that picture and take that image and make it applicable to today’s means of communication. I really like the idea of a visual sign that says “text us if we suck right now, we’re listening.” I’m not sure that is the correct language, but the context is in-line:)
The other interesting part of that image is what it might inadvertantly be saying to customers:
1) We don’t really want to hear what you have to say, because there is no pen/paper
2) Nobody cares, the box is empty
Would it make a difference if there was paper and pen? How would the customer know your listening? Is there a sign saying we did “this” because Amy said so? That is the neat part of SSM tools today, the comment box isn’t just opened by a person, it’s open to all people. That is the double edged sword that businesses have to understand today. Just hanging something on a wall, sending out a form, or making a call just won’t cut it anymore.
We want to see what’s in the box…
I loved the post…It made think about customer surveys in a different way. Sorry if I got of topic a bit..
Bill
.02
Hi Bill,
Thanks for extending the conversation and I am glad that it made you think a little π
I agree with what the empty box does say inadvertently by being empty. Actions speak louder than words.
What I really like is your idea that they could post recent suggestions and updates that they have received to give their customers the opportunity to see that they are listening. That would be cool.
Thanks for pointing that out and making me think some more about this π
Adrian
Enjoyed the post. Reminded me of Trend 6 – End to End Customer Feedback Processed Across Channels Rise, by Kate Leggett (Forrester’s Top 10 Trends for Customer Service in 2011) (http://blogs.forrester.com/kate_leggett/11-01-03-forresters_top_10_trends_for_customer_service_in_2011).
It’s a great picture which sums up how customers are usually paid little more than lip service by companies.
Love the idea of making customer feedback a much more engaging and immediate loop simply by using the channels customers themselves use. Imagine if you could simply ‘bump’ your feedback with your smartphone. Make it a little bit more fun as well.
Thanks Guy and Happy New Year,
I think there is lots of scope to develop this idea to fit with different businesses but making the feedback process more aligned with tools that customers will be happy to use. ‘Bumping’ smartphones is a great and fun extension of this π
Imagine if we could make this ‘real-time’ (after moderation) so that customers could see while they were waiting what the most recent or favourite suggestions were and then were encouraged to respond or build on those ideas?
Thanks for extending the idea,
Adrian
thank you so much for addressing one of my internet pet peeves!
why do some blogs do everything they can to get traffic and then make it alomost impossible to have that visitor leave a comment ? name/email/url is a winner everytime!
Hi Greg,
Thanks for dropping by and leaving a comment. In terms of leaving comments on blogs, you are a man after my own heart…..simplicity does it every time for me.
Adrian
They can also provide a form after ringing in their purchases, and if they have time left they can answer and leave it at the box, or even take it home and drop it the next time they come by.
The whole leaving a suggestion form after placing an order in a restaurant seems to work just fine.
Hi, that’s a great idea and a great way of striking up a conversation with the customer rather than leaving it to ‘Thank you for shopping at XXXXX and that’ll be twenty pounds/dollars/euros’….
However, I think we also need to be careful of the customer time and behaviour dynamic differences that exist between restaurants and retail and not assume that what works in one industry will automatically work in another. Worth testing out though.
Thanks for dropping by. See you here again soon,
Adrian
In many countries, after talking with the customer executive, the customer gets a feedback message on his mobile, whether the customer was satified speaking to the executive. the customer just has to sent a feedback typing yes or no.
Hi John,
That’s a really interesting idea. Can you tell me what industries and where this has worked as I’d like to learn more?
Thanks,
Adrian