The Plot: I had my car worked on this past month. Took it to Midas for a tune-up and they did a wonderful job, I was impressed (no small matter!). I even registered for my appointment online which earned them extra points. I left pleased with my experience and ready to recommend them. But then…. it happened! (dun, dun, duuuuun)
The Villian: A week later I’m sitting in the middle of dinner, 6:30pm on a Thursday night and my cell phone rings. I’m expecting a call from a client so I excuse myself and answer. The man on the other line works for Midas and wants to know if I will take a survey.
The Dilemma: I wanted to give Midas a nice review but my family was waiting for me and this didn’t seem like a good enough reason to be rude. So I politely asked, “Is there some way you can email me a survey? I’d love to give you feedback but I’m in the middle of dinner.”
“It will only take 5 minutes!” he promises.
Grudgingly I agree and spend ten minutes on the phone.
The Conclusion: My immediate reaction was one of resentment. How dare they call my personal number in the middle of the evening! And why bother me on the phone when they have a perfectly good email address which I’m more likely to respond to? I made my appointment online so obviously I’m open to interacting with them that way. It seemed like case in point to me.
The Other Side of the Coin: After stewing on this for about a week I decided I could see their point of view. Its easy to ignore an email. Its much harder to ignore someone on the phone. And it has a “personal” (if you can call it that) touch.
The Other, Other Side of the Coin: However, more and more people don’t answer numbers they don’t recognize. Quite a bit of resentment still exists towards telemarketers, and even friendly phone calls can get lumped into that category. So maybe they need to offer an incentive so people will take the survey online… it still probably costs less than having someone call and then correlate the data. You only have to write one email and direct everyone to the same survey.
The Conclusion: Over all, I still think email would have been the best way to contact me. And Midas lost an awesome review because it. I can see their side, but I think more people lean towards email nowadays or even text messages!
The Question: What do you think? If your business uses surveys how do you distribute them?Image by (A3R) angelrravelor