Along with auto-rickshaws, the customer feedback form has become another ubiquitous feature of Hyderabad. This weekend alone, I was asked to complete three customer feedback forms. You know the type: on a scale of 1 to 5, how satisfied are you with the service, decor, range of products, etc.
While I appreciate the strategic customer focus that these forms imply, I can’t help but wonder: (1) are they actually collecting any meaningful insights from this data? and (2) can these forms do more harm than good for customer satisfaction? We all know that these forms are usually no fun to fill out and often come at the most inopportune times.
And here’s the “so what?” to all of this:
A huge part of my project is helping LifeSpring better understand their customers — the low-income women who give birth in their hospitals. What do they see as quality? How do they view the hospital?
LifeSpring already has quite a few initiatives in place: a feedback form for customers, a customer comment and complaint log at the hospital…For women who do not complete feedback forms, someone from LifeSpring calls to follow-up. LifeSpring takes its commitment to customer satisfaction seriously; last week, I sat in a Customer Relationship Management (CRM) meeting, while each customer complaint or comment was read, analyzed to find its root cause, and discussed to find a resolution.
Yet we are looking for ways to do this better. Feedback forms are intrinsically limited — not only for the reasons cited above, but also because many of LifeSpring’s customers are illiterate. Focus groups provide another option — but these are timely and difficult to scale up as LifeSpring grows.
So I’m throwing the question out to you all, because “your feedback matters to us”. Seriously though. What ideas do you have for us to collect meaningful and action-oriented feedback from our customers?