 OUR TAKE -
Intentional Surveys and Surveying
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 | Accelerate Call Center Performance
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| Lasting Impressions:
When someone tells you something defies description, you can be pretty sure he's going to have a go at it anyway.
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Clyde B. Aster
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It is my intent to use this column to provide a wide variety of perspectives on topics. It is not a matter of agreeing or disagreeing with a particular position. It is a matter of giving you as many different ways to look at customer-related issues so you can better the customer experience you provide. While the vast majority of readers who wrote me looked down at the suspect practices of the auto dealer customer surveys, allow me to offer a different perspective.
"I just bought a car and was asked to fill out the survey. The approach was subtle but the results were very different. The sales person said to me, 'You will be receiving a request for a survey. We take customer service very seriously and I want you to be able to answer every question with Very Satisfied.' Please tell us what we need to do to make that a reality." And, they did. When I asked a question they bent over backward to answer it. When I found a questionable item, they fixed it no questions asked. When the time came, I was very happy to fill out the survey and very happy to give all Very Satisfied ratings. I felt this was a very appropriate use of the survey. I'll also buy my next vehicle from them."
The customer feedback process should have a direct, and perhaps immediate, impact on the customer experience. Isn't it interesting how the same tool that some dealers use to "game" the system is used by others to create genuinely loyal and lasting customers?
That's my take. What's your take?
Gary Lemke, Publisher
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Don’t you love it? You join an association or enroll as a “club” member–and almost immediately the affinity offers start rolling in. “Because you’re a valued member…” “We want to welcome you with special offers from our partners…” “Among the many benefits of membership…” These, and a bunch more skanky intros touting this special offer or that arrive non-stop, or almost. But are these offers really “special,” and do affinity marketers bear any responsibility to make them special?(CustomerThink
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