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Structure the feedback mechanism and you'll get more of it

John Federico

I use FedEx Kinko's pretty often and every once in awhile, I use their "Print to Kinko's" online service.

After my order has been shipped or picked up, their order processing system kicks off an email to me:

Thank you for choosing FedEx Kinko's! Your comments are important to us. Feedback from customers like you helps us to continually improve our products and services. Please take a minute to send an e-mail with your comments to customer.relations@fedexkinkos.com, or call us toll-free 24 hours a day, seven days a week at 1.800.254.6567.

Sincerely,

FedEx Kinko's Customer Relations

While I think it's great that they're soliciting feedback, they would get a whole lot more of it if they'd provide a structured mechanism. Give me a quick multiple choice survey with a text area for free-form comments at the end rather than asking me, the customer, to pick up the phone or craft an email message.

Now, I'm not suggesting that I had a poor experience - I didn't. It was fine. (A little slow, but fine.) But by structuring the feedback mechanism, they'd get a much more accurate snapshot of their customer's thoughts and feelings about the service that they're getting since they'd be getting more feeback, rather than less. Not to mention that their CSR's would probably be much cheerier since they'd get some positive messaging from customers rather than just dealing with the unhappy ones.

Speakeasy does this. After every support call (although I've only needed to use their support twice in three years) they send me a quick survey asking me to rate the CSR. If I was happy with the service, I complete it. It makes me feel good to know that I could be helping a good CSR get a raise or bonus this year.

Plus, I tell all my friends about the great service I get from Speakeasy. I've already converted a few and will probably convert some more.

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