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What McDonald’s knows and Milford Plaza doesn’t

04 Jul

Do you survey your customers? How many questions in that survey don’t even need to be asked?

I responded to two surveys this week, and some of the questions were so obvious and redundant, I bet the cleaning crew in the office would have been able to answer them. I was a stone’s throw from New York City’s Times Square last week, but when I needed a wi-fi connection to check in with the office, the Milford Plaza was not throwing that in as a value add. Like many hotels, they still make you pay about eleven bucks for it. It’s called “wireless high-speed Internet access available upon request.” Which strikes me as very odd, because (it’s an utility that’s soon going to be free) they’re giving it away for nada a few hundred yards away in McDonald’s.

So when the online ‘customer satisfaction survey’ from Milford promptly arrived a few days later, I knew there would be a wi-fi question. Someone in the org chart rightly paying attention to what customers think about bathroom fittings and the cleanliness of the lobby, had added it in. That someone probably knew what the rating scale would indicate.

So the next time you write a customer survey question keep this in mind.

  • Gut check: Will it tell me something I already know/ignore?
  • Org check: Could the answers change the organization’s attitude toward the customer?
  • Sanity check: Does it make me look pathetic, needing to even ask?
  • Golden Arches check: How would McDonald’s handle it?
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1 Comment

Posted by on July 4, 2008 in Communications, Marketing, Surveys

 

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One response to “What McDonald’s knows and Milford Plaza doesn’t

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