Are You Listening to Customers Where it Counts?
Over the past few months, I’ve made a few gift purchases from Macy’s jewelry department. Each time, I received excellent service from the customer service reps. And each time, at the end of the purchase, they asked me to go online when I got home to take a survey about the quality service they delivered to me. Although my intention every time was to follow through and note the outstanding service I received, I have yet to take even one survey.
Like most busy consumers, I forget about the experience I have as soon as I leave the store. In which case I ask, why are retailers still missing out on capturing this valuable customer information at the point of sale—when it matters most? Why aren’t companies investing in in-store kiosks so that consumers can log their suggestions and comments immediately after they make their purchases?
Not only does real-time feedback capture more accurate and abundant customer information, but it enables the company to respond to comments, suggestions, or problems right when they happen, allowing store management to resolve any issues before the consumer walks out the door and tells all of her friends about a negative experience and poisons a larger portion of the customer base.
Customer surveys should be a priority for all enterprises. Yes, traditional surveying tools are still helpful in taking the pulse of the enterprise, but real-time feedback goes deeper by providing critical and actionable information. It's an important indicator of whether customers will remain loyal and recommend a company and its products and services to friends and family.
