“I’m Happy” Should be Enough
You know consumers are being asked on a pretty regular basis to give feedback. More succinctly, information about their experience at a business they recently patronized. Receiving an email request for feedback after a purchase of goods or services is no longer the exception. Whether it’s Amazon.com or Hotwire.com it’s something (as a consumer) we expect. Certainly, since content is the corner stone of SureCritic’s business, we support getting feedback from customers with one distinction; for SureCritic, “I’m Happy” is just fine with us! I am sure some of you are thinking, “well, of course it is, why wouldn’t it be?” and then there are those of you who know exactly what we mean.
For many businesses who want feedback, it’s not enough to know the customer is happy. Some businesses want to know why you’re happy. What actions, events, etc. lead to your happiness? For some consumers, they are happy to oblige; however, many are not. In some situations, it’s enough to turn a good experience into a bad experience. Some customers who are happy will tell you that you are wasting their time asking too many questions. The results could be far reaching:
- The customer will not provide feedback in the future.
- The customer opts out of future emails potentially affecting your ability to market to that customer in the future.
Most businesses already have a pretty good process in place to satisfy customers, otherwise their doors would be closed and windows boarded up. You can look at any business, but if you think about an automotive retailer, more than 90% of people walk out happy with the experience! You don’t get numbers like that with a poor process. If we can agree on that, it’s an easy step to agree that anyone who’s not happy has somehow fallen off the process line.
A better methodology, one that is more considerate to the customer is to target request for additional information (in the form of diagnostic questions about the visit) to those customers who’ve fallen out of process; those that had an issue with their experience. Customers who had a poor experience are more likely to give details about why they are upset. By offering diagnostics to upset customers only, you get undiluted and specific feedback about where the customer fell outside the normal process making it easier to do the pre-work prior to contacting the customer to make it right. Especially when you have to analyze problems against aggregate survey data. If you have 100 survey completes, and 10 people out of 100 rate you poorly, in the aggregate, you’re still at 90%, which looks pretty good, possibly good enough not to act.
In short, you want those unhappy customers to stick out like a sore thumb in your customer experience management system. So, let “Happy” be good enough and leverage your not so happy customers for the real process improvement gold nuggets.