Get better at soliciting explicit customer feedback
Do you solicit explicit customer feedback? We're all learning about using social media to mine implicit feedback (for example, by scanning twitter or blogs), but how about the explicit kind? My MacBook Pro died last week (fried logic board). Apple replaced it on the same day, and the next day I got this simple email from them:
No demands, short (and explicit!) time requirements, and a picture of what looks almost like the venue I was in (would be even better if it was).
Now look at the above picture (taken from the website). This was the first page I hit. There was no logging in, no tedious filling in of silly details. I'm a community member (okay, a customer) - they have all that recorded and integrated with this web property. Awesome. Now I want to fill it in - after all I just had to push one button to get here. Nice touch in having the Genius name there too.
As you can see the form is pretty straightforward, easy to fill in, reasonably clear, and short.
I like the addition of the free text entry. Sometimes you want to vent. Sometimes you want to praise. This lets you do it.
Finally the goodbye. Short and sweet. It felt good to take this survey. It was simple to initiate, simple to engage, and didn't look or feel like the spam we too often see these days. This was a great lesson for me - I'm now going to look at a few of my other ventures and ensure they have a way of providing this kind of feedback experience. An email address just doesn't feel nearly as good.
