How to Ask Your Customers for Feedback
I've been thinking about writing a new keynote speech. I don't have the exact title yet, but something along the lines of "How Winning Companies Combine Efficiency and Empathy."?
The premise is that the pandemic has accelerated digital transformation. Businesses are focused on automation and speed. And that's fine.
But what actually stands out for customers isn't that the delivery of "seamless omni-channel experiences," but rather empathetic, human touches that are becoming as rare as a fat Kardashian.
Two weeks ago, I witnessed this conflict between efficiency and empathy first-hand.
I stayed at The Royal Palms while in Phoenix for a presentation to Hitachi. I've been in the past. It's small, historic, and charming. The Benedict Cumberbatch of hotels.?
An email arrived, hours after checkout:
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Just sending a quick note to say thank you for choosing to stay with us during your trip to the “Valley of the Sun”! We are constantly striving to improve the service and products we offer our guests on a daily basis and welcome your intuitive feedback having recently stayed with us. Do you have any feedback you’d like to share with myself and the rest of the leadership team? It is very important to us that we exceeded your expectations in customer service during this journey.
We are truly humbled you stayed with us and look forward to welcoming you back to the Valley soon!
?EVGENIA WILLIAMSON | Director of Operations?
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Wow! A personal email (cc'd to all the department heads of the hotel; I checked on Linkedin) asking for feedback. I replied with a couple of notes about elements I loved about my stay, plus a couple of minor suggestions.?
This may have been an email triggered by the marketing automation system and set to deliver four hours after checkout. But even if it was automated, it oozed humanity.?
Two days later came a very different approach to customer feedback acquisition, this one from Hyatt (which operates the Royal Palms):
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Generic. Perfunctory. Flat. A quick delete, especially since I'd already provided feedback.?
Two days later, another email beseeching me to fill out the Net Promoter Score survey. In the span of 48 hours and three emails, I went from delighted to annoyed. All because the hotel's empathy is strangled by the parent brand's efficiency.
Humanity matters, because it's memorable.?
Research from Yelp finds that for every five-star restaurant review that mentions "great taste"?- the operations/efficiency aspect of the business - FIFTEEN five-star reviews mentions "great customer service" - the humanity element.
As you seek to optimize your business, don't automate empathy out of the equation.
Note: Which email from Royal Palms would you have replied to (if any)? And, I'll appreciate your feedback on this idea for a keynote speech topic. Just comment with your thoughts please. Thanks!?
Strategic Marketing & Customer Experience Leader | Elevating Brands & Building Loyalty
3 年Tiffany Baert, CFMP
I help consultants, real estate agents and salespeople showcase their expertise, grow their reach, and lead their markets with innovative technology. DM me to check it out | WSJ Bestselling Author
3 年Empathy really goes a long way! Companies can’t survive without being human centric. Feedback is very important since most customers rely on reviews and recommendations. If brands want to receive the best feedback, they have to feel for their customers.
Transformational Breakthrough Coach - Don't let doubts, fears, insecurities, and limiting beliefs hold you back personally or professionally.
3 年Great read, Jay. You hit on a key point: 'Humanity matters, because it's memorable.' Thanks!
Expert Customer Experience Management Training ? Mystery Shopping & Business Assessments ? Event Services
3 年Thanks for sharing. Always enjoy seeing great customer experience stories.
CRM & Digital Marketing Consultant
3 年Love this .. "It oozed humanity.." Lol! Often the requests for feedback do not come from the management team which is who should be asking for it and acting on it. The excuses I hear are we are too busy - that's why we have a marketing department etc., however, it's a team effort to acquire customers so why not a team effort to check if the customers experience exceeded their expectations and if not, what can the team do to improve? The group head company also sending out an email is clearly showing lack of communication between the two. Sad they don't feel they can "trust" the hotel management to survey and act on feedback from their customers. It is definitely a turn off - no acknowledgement of the survey and feedback you have already submitted either so it appears the second email requesting feedback is a ghost in the machine! And yes, definitely a follow up with a thank you and a gift or discount to acknowledge the effort and show how much they value your custom. Thanks for sharing this Jay!