Data Collection

Here's one way NOT to Conduct Customer Feedback

Bill Shapard Jr., PRC
July 31, 2023

The picture says it all: What are survey responses worth when the employees have applied pressure or offered an incentive for customers to respond in a favorable way?

You already know the answer: nothing.

This happens when a market research, trying to cut corners with sound data collection methods, convinces their client that this cheap method will generate quality feedback results and when this happens it is downright malpractice on the part of the market research firm.

Some market research firms lack the ability to collect good data and resort to convincing their client of these type of practices. Others do not have the experience in how to collect good data after always hiring some third-party call center with the cheapest bid to do it. Either way, clients needing solid information and insights into their customers are wasting their money and possibly being misled by the results.

Quality data collection methods cannot simply be replaced with QR codes and online data collection.

The behavior of employees hanging such a sign in the store could be considered unethical, and can lead to the manipulation of survey results, which undermines the credibility of the feedback system. It might also violate company policies. Companies typically take measures to prevent such behavior and have consequences in place for employees who engage in it but, as the sign above shows, some still do it and get away with it.

There are several problems with employees asking customers to respond to surveys:

  1. Bias: It can lead to biased results and skew the data.
  2. Misrepresentation: It can give an inaccurate picture of the customer experience.
  3. Lack of Trust: It can damage the credibility of the feedback system and erode customer trust.
  4. Legal Issues: It may be against the law and lead to legal consequences for the company.
  5. Company Policy Violation: It may also violate company policies and result in disciplinary action for the employees involved.

But, what about the effect on the customer?

When a customer feels pressured to answer customer satisfaction surveys, it can have the following consequences:

  1. Inaccurate Feedback: The customer may not provide an honest and accurate assessment, which can skew the results.
  2. Decreased Trust: The customer may feel that their privacy and autonomy is being violated, leading to a decrease in trust in the company.
  3. Negative Experience: The customer may have a negative perception of the company due to the pressure to participate in the survey.
  4. Decreased Value: The survey may lose its value as a tool for gathering customer feedback and improving customer experience.

If you're looking to avoid these mistakes, look to hire a market research firm with solid data collection abilities and a willingness to adhere to strong survey methods during the process.

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Bill Shapard Jr., PRC
Founder & CEO

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