The latest interruption trend we’ve all come to hate is the dreaded survey. After every call for help, troubleshoot, product purchase, verbal engagement on the phone or online chat, the survey rolls in. At times, the call center rep even says, “Please take the survey and give me a 10 because my job depends on it.” Right? Are you weary of these mechanisms that marketers insist are helpful in analyzing customer service and how well the brand is doing?
We are, too! That’s the topic for today.
John Gregory Olson and Jayme Soulati (that’s moi) dance around the issues we’re seeing with surveys, ratings, and reviews, and then we also take a look at the big Q — are these devices/tactics helpful? Or, are they just the human resource opportunity to internally rate those employees on the frontlines of customer service?
There are companies that live and die by the survey; AT&T and Allstate come to mind immediately. I also get calls from my car dealership after purchase of a vehicle and also after the car is serviced.
Have you ever been stalked after leaving a bad review online? I actually felt threatened if I didn’t change my review to something positive, and they threw the product at me for free, too; refunded my money begging for a good review!
Surveys, Reviews And Ratings
There is a difference between:
- Surveys — the always interruptive questionnaires oriented to a single transaction whether it be a purchase or troubleshoot help. You can get surveys emailed, phone called or even put in your online chat.
- Reviews –The Google ubiquitous (yes, I just made that a noun) is an entire world oriented to customers putting their spin on an event, experience, product, or service. And, if you have ever given a low-star review, what happened do you?
- Ratings — A scoring system, a thumbs up and down (like YouTube videos) provide opportunity to take a quick glance at consensus for whether something is worth watching or reading.
With the data gleaned from these mechanisms, can you change behavior in a company based on the feedback from a survey or collection of reviews? Are you truly using this information to create better widgets and put better customer service reps in the call center?
Be sure to listen to the end, as John and I address more in The Heart of the Matter where we bring it home for your consideration and in your business small to large. Thanks for listening!