The Customer Service Survey

Can you spot the survey mistakes?

by Peter Leppik on Fri, 2015-03-27 15:02

Here's an amusing/horrifying story about a customer survey process gone horribly wrong:

Me: “Sir. Why are you giving us bad grades on the survey? You said everything was good.”

Customer: “Oh. Everything was good. I just didn’t like the movie. It was confusing.”

Me: “Sir, the surveys are not for the film itself. They’re for the theater and our staff.”

Customer: “Oh, but I want the studios to know I didn’t like the movie.”

Me: “That’s not how these surveys work. We don’t make the films; we just show them. The surveys are for customers to give feedback on how we performed. It’s a common mistake people make, but I’m going to strongly encourage you not to submit that survey.”

Customer: “Why not?”

Read the full story. Can you spot all the things this company is doing wrong in its survey process? Here's a partial list of mistakes I saw:

  1. The customer has to ask for a survey form, from the staff.
  2. The survey is designed in a way that it doesn't deal with the (apparently common) problem of customers reviewing the movie not the theater.
  3. At least some customers think the survey goes to the studio, not the theater chain.
  4. Customers can fill out the form with staff watching, and the staff can apparently try to talk the customer out of the survey.
  5. Despite the flaws in the process, the survey is apparently used to fire and promote people.
  6. Even a single bad survey is enough to cause serious problems for the theater staff.

For extra credit: how would you design a feedback process for a movie theater which actually works for its intended purpose?

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