OK, is it me or are we inundated with marketing surveys these days? I took my car in several weeks ago to the dealer for a scheduled maintenance visit. Everything went fine, in and out, no big hassles. All I wanted to do was go about my business, but no, there are the SURVEYS... you can't escape them!
First via email, I almost took the time to fill it out, but then got busy and DELETE! Fine, now I'm done with all that and then...just last night... Whammo! they got me by phone!
I had just been on the phone with my husband and thought he was calling back again for some reason so I picked it up and low and behold it was the X car company doing "a quick marketing survey"... The young woman launched briskly into these inane useless questions. "How would you rate your visit from one to ten"...
I told her, "look, it was all fine, everything was fine, give them all 10's" trying to get off the phone quickly without being totally rude. But then, I added, "...except there was one thing that annoyed me..." "yes?" she said.
"Well they changed the setting on my headlights and I drove off in the dark and didn't realize the auto setting was off -- I had to fumble with it to get the lights on -- they need to leave these settings as they were when people drop their car off!"
"OK Mrs. Oertli, I will let the supervisor know that" and "you will be receiving a survey in the mail in the next week, can I be sure you will fill it out?"
What? Not another one! That would be the third contact, ACK!
"No, I might not" I said... and then "this is really my next complaint, your company does too many surveys and frankly as a consumer this is a real pet peeve of mine"
I believe I hung up after that, I don't remember what else she said. Am I solely responsible for the marketing research at X car company? Where does customer feedback end and customer harassment begin? Can't these companies figure anything out on their own anymore? I've been in and around the marketing business for a long time in the role of a graphic designer and have actually seen the rise in this sort of "device" for "gathering data" and frankly I must say "enough"!
Here's a radical idea -- personal contact. Be nice and helpful when the customer comes in to get their car or drop it off. Ask them as they leave if they are happy with everything, if they have any questions or concerns. Watch to see if their headlights are on as they drive off into the dark and stormy night!