Does Feedback Improve Customer Experience

These days, many companies reach out to their customers to get feedback on their products and services, as well as their overall shopping experience. You may find an invitation to take this kind of survey on the bottom of a receipt, in a post-purchase email, or even on a website pop-up window, among other places. And to encourage shoppers to participate, there is often a small reward for doing so, or a chance to win a bigger prize.

The big question is, do these surveys make a difference? Are the answers properly evaluated? Are the questions even relevant? Is proper follow-up done?

Canada’s Poppy Pride

If you walk around Toronto, Vancouver or any other Canadian city today, or any other day in late October or early November in any given year, you’ll notice something. Most people walk down the street, into business meetings and pretty much everywhere with poppies attached to their clothing.

So what do the poppies represent? They’re a symbol of remembrance. Just like November 11 is Veterans Day in the US, in Canada it’s Remembrance Day. Both serve the same purpose – remembering those that fought for their country during World War I and II. But the way this day is seen in Canada is different.

Free Will Bring Customers In…But Will it Bring Them Back?

It’s not coincidental I’m posting this today, March 23, when there are two major nationwide giveaways. Of course, free is good for us customers. But getting customers in once when you are giving something away for free is one thing…getting them to come back and pay for it next time is another.

So first, to the free offers. Starbucks is hosting free pastry day at its US and Canada stores. Download the coupon to receive a free pastry until 10:30 a.m. with the purchase of a “handcrafted” beverage. They’re also using the event to promote the other ways in which their pastries are “free” – that would be, free of artificial ingredients.

Ben & Jerry’s is hosting their annual free cone day. Anyone can come in and get a free cone between noon and 8:00 p.m. No coupon or purchase is required (though you can probably guarantee you’ll have to wait in line!). Ben & Jerry’s has been doing this for years – as a thank you to their customers.

The intent is clear – besides the good PR, they’re hoping you’ll like it so much that you’ll come back to pay for more.

Success or Failure? Canada’s Own the Podium Program Brings Lessons

For much of February, many of us, even those who might not normally watch sports, watched as the world’s best winter sport athletes competed for gold at the 2010 Olympics in Vancouver.

Like most host countries, Canada spent a lot of time and money not only to showcase the host city, but also showcase the success of their athletes. They did this through a program called “Own the Podium” (OTP). Depending on how you looked at the Games, Canada succeeded. Or they failed miserably.

The Importance of Consistency

It’s important that companies be consistent in their practices. This includes in the products they offer, the procedures that apply to customers and their marketing programs. If I, as a customer, don’t know what to expect – which is exactly what happens if a company keeps changing things – then I’m likely to go somewhere where I know what I’m getting.

Let me explain through some examples of inconsistencies that have been apparent to me.