Within a nano second of completing any purchase, an email will arrive with a request for you to “complete a short survey regarding your recent experience”.
This request is showing up before you have even had the time to consider your opinion of the service you just received (or failed to receive).
If you’re anything like me, you don’t have time to answer all these surveys, UNLESS . . .
You are TOTALLY LIVID about the HORRENDOUS experience you just had in that establishment.
The gall of that company to screw up as badly as they screwed up and then ask for feedback.
This “salt in the wound” amplifies your dissatisfaction, and you will do anything and everything – you will stop your world – to tell them a thing or 2 (or more) about how wretched their product and service are and why they should be ashamed of themselves. In fact, you might even build a great case for other potential customers to AVOID AT ALL COSTS doing business with that company. Your final comment is: “I only rated a “1” because there wasn’t any way to rate less.”
Meanwhile, the person who was in front of you in the checkout line has a WONDERFUL experience. She hit the veritable jackpot. Everything she wanted was on sale, and she encountered the nicest salesperson in the world. There were some items she was not able to find, and this salesperson stayed with her to be sure she found everything. The survey shows up.
This welcomed opportunity to rave (positively) amplifies her elation, and she will do anything and everything – she will stop her world – to tell them a thing or 2 (or more) about how FABULOUS their product and service are and why they should be proud of themselves. In fact, you might even build a great case for other potential customers to go WAY out of their way to do business with that company. Your final comment is: “I only rated a “5” because there wasn’t any way to rate higher.”
Odds are decent that 20% of the people (1 out 5) will give angry feedback, and 20% of the people (1 out of 5) will give raving feedback . . . and the remaining 60% won’t comment at all.
If you’re the business owner, this is great information . . . It’s all feedback!
Some of these angry people are simply angry (crazy) people who are innately insatiable. We don’t need these folks as customers. Invite them to do business with your competitors.
Focus on providing a level of service and quality that “converts” that 60% of the folks . . . How can you engage them differently to increase their engagement and loyalty?
I think this begins with slowing down and paying appropriate attention to them while they’re shopping and pledging to being willing to do whatever it takes to help them get what they need or want . . . even if it means referring them to another business.
Do this, and ratings won’t be a problem