There is probably one topic that for my money shows the abject, blatant, willful, useless, (OK I’ll stop there for my own blood pressure’s sake) thought process and lacks critical thinking more than various surveys I receive on a near daily basis from companies I do business with.
These aren’t “random” surveys I may find when interacting anonymously (as in not logged into) a web site or other portal. (Although I have a pet peeve with many of those also. e.g., please fill out the brief 146 page, 3528 questions in detailed form, etc.) The ones that can tick me off and stick in my craw because they show just how clueless and moronic the department as well as the management all the way up the chain of command are – the ones I receive directly from companies I deal with that have all my information on file.
Here’s the rub: If you are sending me ( a customer that spends quite a sum of money buying your products and services) and ask me, “you would appreciate if I could take the time and fill out a brief survey to help your company improve their customer service” and the first question to be filled in is MY NAME ? You have proven either you really don’t give a crap. (strong language yes, but I believe it’s warranted) Or, your customer service management team is being run by morons. Period.
As the old saying goes, you may only have one shot at making a first impression. However, it not only takes one shot to shoot yourself in the foot with foolishness, but rather, the ricochet effect can kill your business just as fast. Or, at the least, wound it where the scars left are always visible. And, if that scar is visible, what can be more painful than the original injury is having to explain it to every potential, as well as current client, exactly how you acquired it.
And I’ll bet that’s a survey you’re never going to want too partake in.
Remember tools are useful, but in the wrong hands or deployed willy-nilly they can turn into weapons used against you that can ruin what sometimes is more dear than reality. i.e., A customer’s perception that you are as good, as you think you are. Or, that you actually do care as much as you say you do.
We all make mistakes. We all stumble. It’s a part of business and hopefully we learn from things, get better, and move on. But, (and it’s a very big but) leaving a bucket and mop in the middle of a freshly washed corridor with the lights out only to be tripped over causing an injury will never be seen as “they were really into clean accommodations for customers.”
Think about it.
© 2014 Mark St.Cyr