Stop the surveys, please!

Stop the surveys, please!

According to a recent USA today article, you could be hurting brand loyalty by asking your customers to fill out “another” customer satisfaction survey. Consumer fatigue issues should have us all rethinking how we measure brand loyalty. Here are a few consumer quotes to highlight consumer complaints:

• “I can’t remember the last time I bought a fast-food hamburger or a sandwich without seeing a request for a survey on the receipt. I don’t always have that much to say about a purchase.”
• “I resent the assumption that I’m interested in helping this company beyond making a purchase. Giving them your money is enough”
• “When the survey-taker can’t veer from a ‘totally satisfied, somewhat satisfied, not satisfied’-style script, its impossible to see how they could ever be of any use.”
• “I don’t mind being asked for input on such a big-ticket item as a car or a cruise. But ‘my goodness, after an oil change?’”
• “It often makes more sense to comment on (travel) sites than to take surveys. ‘This way, both potential customers and management can benefit.’”

At the heart of the issue is a gap between consumer media habits and data collection trends. Consumers are reading and posting feedback at their favorite websites or engaging in brand discussions via social media; while researchers continue using traditional survey methods and struggle with social media technology and inaccurate data mining tools.

Here are three ideas on potential new approaches for customer satisfaction feedback:

1. Use the approach Godaddy took on a recent call. They simply invited me to provide comments via email, website or social media and even provided me a specific person to contact. Even better if they would have offered an incentive.
2. A new beta-site called suggestionbox.com allows customers to provide feedback in a suggestion box format. Customers can select a specific retail location to post to. They can also view comments from others and companies can review and post if/when a suggestion is implemented.
3. For more in-depth information, we’ve found great success recruiting panels customers to participate in a private Facebook group. Participants find it easy and enjoyable to provide feedback, and a panel can be set up for multiple weeks so consumers can move beyond transactional feedback to competitive comparisons or even co-creation of new and improved product or service solutions.

What do you think companies should do to better approach brand loyalty and customer satisfaction measurement?