How to Get My Feedback

My inbox is overwhelmed with requests for feedback!

I install an app and the developer wants my feedback. I reserve a dinner table at a restaurant, and the app wants my feedback. I get a haircut and the salon wants my feedback. I can’t do much of anything without generating emails, texts, and even phone calls.

Of course, feedback is very valuable to anybody trying to delight consumers, but consumers’ time is valuable too. So how does a vendor delight their customers and still get good feedback on how they can evolve and improve their product?

I’m about to tell. So listen up, vendors.

Do it like Fidelity.

I use Fidelity for all of my banking and investing. When I make a trade, they ask “How was your trade experience? “.

It’s short, it’s simple, it’s exactly one concept for me to grok, and it has a binary answer - it was good or it was bad.

After answering they know I’ve got a little tiny bit of time in my day to worry myself with feedback requests and they can be so bold as to give me an opportunity to provide more feedback with a link for “more feedback”.

Perfect!

The good things about this request for feedback as far as I can tell are:

  • It occurs immediately after the transaction has taken place. If someone asks me on Thursday about my haircut on Tuesday it’s way too late. I’ve already deleted that experience from temporary storage and moved on with my life. Maybe ask me as I’m standing up from my spinny chair and you’re sweeping my hair off the floor. That’s a better time.

  • Everything about the request was voluntary. That puts the decision in my hands - the customer. That’s a bold move for a vendor. It doesn’t appear to have the same effect as coaxing does because it does get as many responses. But if you measure your effect by customer delight then it easily has more effect.

  • It takes advantage of a web UI and renders easy thumbs up and thumbs down icons. Icons are pictures and picture mimic real life. I see food… I eat. I see tiger… I run. It’s primal. I guess you could say that written language results in a perhaps unfortunate level of indirection.

So, that’s all. Just wanted to make it easier for vendors to delight us.