AT&T’s Text Customer Satisfaction Survey Impressed Me

Chat customer experience

So, I was sitting on my patio surfing the Internet on my iPad and I came across this news story:

AT&T doubles data on high-end plans, starting at 15GB tier

The doubled data is part of a limited promotion, but customers who sign up keep that data for as long as they’re on the plan.

 

I have ATT wireless and data service for both my business and my family. So, yes, this caught my interest.

My first thought was, why didn’t ATT personally notify me of this promotion? I have much to say on this, but I’ll save it for a future blog post.

My second thought was, I have to sign up for this now.

The promotion is real. All you have to do, if you are a current (or new) ATT wireless customer, is call ATT and request the upgrade. I literally doubled my family’s data plan and that makes my children very happy. I don’t have to pay a penny more and I didn’t have to sign a new contract. That makes me happy.

I signed up for the promotional plan yesterday and today I got a survey from ATT about my experience. I was impressed with the survey and I want to share it with you.

The survey came via text. That impressed me. That’s fast and it’s cutting edge.

ATT Customer Satisfaction Survey Sample 3

The initial text thanked me for calling and invited me to participate in a short 4-question survey. Four questions. Sure, I have time for that.

I responded to the first question and then boom. The second question arrived.

ATT Customer Satisfaction Survey Sample 2

Within seconds the survey was over. But ATT was smart. They gave me an opportunity to free form explain why I answered the way I did.

ATT Customer Satisfaction Survey Sample

Brilliant. This was their opportunity to get real feedback.

Text surveys are unique, fast and convenient. If a text survey is a good fit for your industry and product or service offering, consider reaching out to your customers via text.

Here are details on the ATT double data promo, just in case you’re an ATT customer.

DALLAS, Sept. 27, 2014 — Beginning Sunday, Sept. 28, AT&T is offering new promotional Mobile Share Value plans that include double the amount of data offered on Mobile Share Value plans with 15GB to 50 GB of data. New and existing customers who proactively sign-up by October 31* get 30GB of data for the price of 15GB** – perfect for families and small business customers.  AT&T customers will benefit from this offer, which includes domestic unlimited talk and text, as well as unlimited international messaging from the U.S. to select countries. – See more at: http://tinyurl.com/nwmyzxq

 

This Single Survey Question Can Predict Growth

I travel a lot and I dine out a lot. I shop a fair amount. My adventures land customer satisfaction survey after survey in my inbox, most of which I ignore. I ignore the surveys because so many of them ask irrelevant questions. By irrelevant, I mean they ask questions that don’t truly help companies identify their most enthusiastic and loyal customers or their questions don’t actually help them gauge customer satisfaction.

Today, when I opened my MacBook and checked my email, I got, perhaps, the single best customer satisfaction survey I have ever received. It’s from Grub Hub, a handy website that helps you find and order food from wherever you are. Here’s the survey I got today from Grub Hub.

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The Grub Hub survey asks a single question. “How likely is it that you would recommend Grub Hub to a friend or colleague?” That’s it.

So, why do I just love this single question customer satisfaction survey? Because  the reality is, there’s only one thing organizations need to measure if they are trying to predict growth. 

Andy Taylor, CEO of Enterprise Holdings was on to something

The idea for a singe question customer satisfaction survey first came to me from one of my clients, National Car Rental, which is owned by Enterprise Holdings. Enterprise Holdings CEO, Andy Taylor, talked about how Enterprise measured and managed customer loyalty with a simple 2-question survey that was taken every month in Enterprise’s more than 5,000 branches worldwide. The survey asked one question about the quality of the customer’s rental experience and the other question asked about the likelihood that they would rent from the company again. That was it.

Frederick Reichheld spent 2 years researching Andy Taylor’s survey concept

Frederick Reichheld, author of The Loyalty Effect, spent 2 years researching Andy Taylor’s unusual practice of measuring customer loyalty based on a simple 2-question survey. Here’s what he concluded:

A single question can predict growth —-> “How likely are you to recommend us to a friend or colleague?”

The results were clear yet counterintuitive. It turned out that a single survey question can, in fact, serve as a useful predictor of growth. But that question isn’t about customer satisfaction or even loyalty—at least in so many words. Rather, it’s about customers’ willingness to recommend a product or service to someone else. In fact, in most of the industries that I studied, the percentage of customers who were enthusiastic enough to refer a friend or colleague—perhaps the strongest sign of customer loyalty—correlated directly with differences in growth rates among competitors.

Andy Taylor’s success in achieving loyalty and growth with Enterprise Holdings and Reichheld’s research suggest that a concise new approach to customer satisfaction surveys might just be the answer companies are looking for. A lengthy survey with irrelevant questions turns customers off and doesn’t provide useful data, if your goal is to measure and predict growth. Take a look at your customer satisfaction survey. Is it truly measuring what you want and need to measure? Is it possible that you can get more usable data and better predict growth by ditching a long list of questions and simply asking, “How likely are you to recommend us to a friend or colleague?”

What you need to do now that you know this

I recommend you pull out your customer satisfaction surveys and discuss the success and productivity of what you’re currently doing. If what you’re doing is truly helping you improve your customer experience and predict growth, great. Don’t change anything. But if your customer satisfaction surveys don’t help you improve the customer experience, drive loyalty and predict growth, you have work to do.

Source cited:

Reichheld, Frederick., “The One Number You Need to Grow,” Retrieved fromhttp://hbr.org/2003/12/the-one-number-you-need-to-grow/ar/1

Client Case Study

Service and Quality
For National Car Rental and Alamo Car Rental (Now Enterprise Holdings) we designed a program to improve the customer service index for the company’s most challenged locations. The program included the design of a system for problem handling, instilling a sense of urgency in serving customers, specific tools to help managers coach service employees to optimal performance, and easy-to-implement strategies for surprising and delighting customers.

“Myra provided Customer Service coaching to one of my “troubled” business locations. A year later, my employees still reference Myra and the customer service concepts she instilled into that workgroup. My positive customer service measurables increased…all sparked by Myra’s personable approach to enlightening others. Thanks Myra!!! ”

Charles Pugh, SPHR
Regional Manager – Human Resources at Enterprise Holdings Inc.

Learn more about our consulting, training and keynote services at MyraGolden.com.

My Parting Thoughts About DoubleTree’s Customer Experience

I happen to be staying at a DoubleTree Hotel and on my desk I saw this wonderful comment card. This is really a great example of how to ask customers for feedback and I’m sharing the comment card with you because I think it’s so good.

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DoubleTree warmly asks guests for “Parting Thoughts.” Guests are asked such questions as, “Did you receive a warm chocolate chip cookie at check-in?” and “Did we make you feel welcome and comfortable?” One of the 3 open-ended questions ask, “Did any of our staff go to extra effort to make your visit a good one?” It’s really clear from DoubleTree’s comment card that their focus is on creating a warm and welcoming customer experience.  

I can’t wait to give DoubleTree my feedback. Here’s why.

When I checked in, the famous DoubleTree cookies were in the oven. A few minutes after I got settled into my room, a member of the staff walked up with 3 hot chocolate chip cookies and 2 bottles of water. Last night my husband and I ordered Italian from an outside restaurant and delivery did not include utensils or napkins. I called DoubleTree room service and explained my dilemma and they immediately sent up napkins and utensils. That was a WOW, as we hadn’t even ordered from the hotel. I’d say that their staff definitely took extra effort to make my visit a good one. I’m looking forward to completing the DoubleTree comment card to let the hotel know they met and exceeded my every expectation.

How to Get More Responses to those Surveys Nobody Likes to Fill Out

The family and I had dinner one Friday night at Red Robin. The food was good and so was the service.  After dinner, Brandon, our wonderful server, handed my husband this survey invitation.

It seems everyone is offering surveys these days. From Starbucks to grocery stores to fast food, I am always asked to call a toll-free number on a receipt to complete a survey and for a chance to win big money. I have never taken the time to complete one of those surveys….until Red Robin.

Red Robin made it quick and convenient by adding the little QR Code. While I was waiting for the server to return with my husband’s debit card, I sat there and scanned the QR Code and completed the survey. It took all of 2 minutes.

Tip. Get more responses to your consumer surveys by making it quick and easy for consumers to access the survey. People just aren’t likely to go home and call your toll-free number. But, they may be likely to quickly scan your QR Code and answer 4-6 short questions.

Related post:

A Great Idea Came to Me in an Airport Restroom (Using QR Codes for Customer Service)

Netflix, Gap lag in customer satisfaction online

(Reuters) – Netflix Inc and Gap Inc were among the worst performers in customer satisfaction among the largest online retailers this holiday season, according to a survey released on Wednesday.

The online customer experience MATTERS. Make sure you monitor, survey and constantly improve your company’s online customer experience.

See the full story on the Netflix and Gap Customer Satisfaction standings.

How an Otter Used a Monkey to WOW Me. (OtterBox uses Survey Monkey to Get Customer Feedback)

My cool OtterBox case for my iPhone 4s

Last week I contacted OtterBox for a problem with my fantastic Defender iPhone 4s Case. I was so Wowed by the Otter (customer service representative) I spoke with that I tweeted about it. My issue was quickly resolved and the replacement case is on the way to me. The email confirmation of shipment of my case included a link for a very good customer satisfaction survey through Survey Monkey. Two things about this survey impressed me and I want to tell you about my impression.

First off, I’m impressed with any company that seeks customer feedback. Feedback truly is the breakfast of champions. Customer satisfaction surveys help companies determine what they’re doing well and what they need to be doing differently. The second thing that impressed me about the OtterBox survey is the strategic purpose for gathering this feedback. OtterBox is clearly right now trying to determine how to make their website more user-friendly so they can deflect agent calls through a comprehensive web self-service portal.

My survey asked such questions as Did you visit our website to obtain information or assistance prior to contacting Customer Service? and What type of information was missing from the OtterBox website that required you to contact customer service? Responses from questions like these will help OtterBox create a web self-service experience that meets the needs of their customers. Just for fun, here is the survey I took for OtterBox.

The bottom line: Make sure you capture customer feedback at every opportunity. Don’t just use a generic survey that gives you nothing. Identify your service gaps or gaps in contact center service metrics and go out and solicit feedback from your customers what will help you close the gaps.