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Home >> Buzz, blog and dialogue >> No, no, no, no, no! Please donít do it this way!

Buzz, blog and dialogue

Customer experience measurement

No, No, No, No, No! Please donít do it this way!

No, no, no, no, no! - Please don’t do it this way!

I recently experienced a perfect example of what NOT to do, when you want to get honest and actionable feedback from your customers.

On a busy Saturday afternoon, on the way out of my favourite branch of one of our popular nation-wide supermarket chains, there was an unmissable sign displaying the following message to customers:  


“Give Us Your Feedback
Tell us what you like about our store
Rate us a 5
and go in the draw to win a $200 value gift basket”





After a millisecond of professional delight that I'd found a store that appeared to be actively seeking feedback from its customers, I was overcome by astonishment and disbelief that they could be so brazen as to actively solicit compliments for cash.  As if ďÖTell us what you like about our storeÖĒ wasnít enough - they then tell you the score they want you to give!

Why this is such a bad idea

I have no idea what they were thinking, but I can think of at least three big reasons why this was a really, really, really bad idea: 

For the good of your business, the good of your customers, and the good of all the great businesses that are working hard to learn from their customers, please donít do it this way.

So what can we learn from this?

We, and the store, and customers all over the world, need to be reminded that:

Let customers know why you are looking for their feedback and encourage them to tell you what you could do to serve them better.  Then take deliberate actions to make those changes happen, and monitor the results.

If you can’t turn the honest, unbiased, voice-of-the-customer into positive actions for your business, your staff and your customers - it’s better simply not to ask.

If this topic is close to your heart too, please click here to request a copy of a CTMA Practice Guide describing the “Five step path to measurement and Voice-of-the-Customer maturity” and put your customer experience measurement and VoC programme to the test.

And, if you recognise this sign as being from the supermarket in which you work, please get in touch for some actionable feedback.

© CTMA New Zealand Ltd.

Five Step Path to Measurement and VoC Maturity.

How close is your organisation towards achieving optimum actionability and return on investment from its VoC and measurement programmes?

Put your measurement and VoC programme to the test with our practice guide.

 Five Step Path to Measurement and VoC Maturity

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© CTMA New Zealand Ltd.

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About the author: Paul Linnell

Paul Linnell Paul Linnell is a customer experience and service quality improvement champion, working internationally with senior managers and their teams to help them achieve business success, reduce risk and build customer loyalty and advocacy by taking actions to improve customer experiences.  Paul specialises in the design and deployment of customer experience measurement, service quality improvement, complaints handling and preventive analysis programmes. Industries he has worked with include, Automotive, Consumer electronics, Consumer goods, Electricity & Gas retail, Financial services, Information technology, Local Government and Public Sector, Media / Publishing, Passenger travel (Rail, Air and Sea), Pharmaceuticals and Telecommunication. Paul has worked with clients and presented on these subject at conferences and corporate events in the UK, Europe, North America, the Middle East, Australia and New Zealand.  Originally from the UK and now based in New Zealand, he continues to serve clients globally.

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