What's with the corporate obsession with customer feedback?
What's with the corporate obsession with customer feedback?
If you contact the customer support of your utility company, phone carrier, bank, or other service provider you'll likely be flooded with requests to rate the experience and provide feedback. Likewise, corporate websites and email communications often solicit feedback via embedded buttons or links to online forms.
What's with this corporate obsession with customer feedback?
Are these huge piles of feedback actually analyzed and acted upon? Is customer feedback some sort of corporate cargo cult? Or maybe clever marketing by vendors of feedback tools and services?
The impression is the feedback is just discarded or ignored.
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Gotta have metrics by which to deny employee raises. 😔
Yup. This all boils down to NPS.
NPS is that 1-10 star system they use. No matter what you think it means, like 5 being average or 8 being good, it doesn't matter. NPS and companies use it as:
- 1-6 - "Detractor" - the employee was absolute shit and should be reprimanded
- 7-8 - "Passive" - the employee did not go above and beyond
- 9-10 - "Promoter" - the employee did okay
Raises are usually 3-5% only if your NPS average is above 9.
That is it, it does not mean what you think it means, that is how corporate views it. 10/10 does not mean they went above and beyond and I had the best experience, because to corporate 10/10 "iS HoW EvErY cUsToMeR ShOuLd fEeL" even though we all know that's impossible. If it's not 10/10 then they did a shit job.
Also note NPS does NOT mean if your issue was solved or how the company is doing. It is purely how you rate that specific human being. Anything against the company the managers will put directly on that person's head. Literal conversation with my manager went "but they're just mad that they didn't get free product", "well you should have turned that around to make it a 10/10 experience"
For example, if you call Comcast because they added a new fee to your account and you get "Terry" on the phone, she'll probably tell you there is nothing she can do (because they give her zero power to do anything about it) and that she's sorry for the experience. This is probably her job, to talk to angry customers, her job is to soothe you over, not to give away money. So you get the survey after the fact and you give them all 1/10 stars because you're mad at Comcast, and rightfully so. Except you weren't rating Comcast, you were rating Terry, and that will come up on her review that she didn't perform her job well enough because you were still angry. Terry won't be getting a raise this year, and you'll still have your fees.
Example 2, you go into Best Buy and you are just looking for a simple cable, say a phone charger or something. "Paul" comes over and you're like "Oh I just need a USB-C charger" and he's like sure thing, right here, and you're like great! He helps you check out even. Best Buy sends a survey and you're like eh what the hell, 7/10, it was a pretty good experience. Wrong, Paul is talked to by his manager in his review on "Why didn't this customer leave feeling like a 10/10?", "Paul, we need to talk to you about why you aren't meeting our customer satisfaction targets."
Oh and the comments? No one who can do anything will read them. They'll only be used come review time, and positive ones will be skimmed while negative ones will be picked apart.
Anyway, thanks for coming to my TED talk and reading this far. tldr - those surveys are more nefarious than you think, and corporate big wigs think they have all of us summed up in a 10 star system.
That explains why support agents beg for the highest rating.
It's all that BS corpo jargon. "Give 110%", "Do better than your best". Right, but we're human beings, no one can be perfect all the time. They don't care, they have you boiled down to a number.
I did retail for 10 years and I'm damn happy to be done with it. Every time I get a survey though I know in my head what corporate is doing to these people, and I try my damnest to let people know how to actually let their voices be heard.
Leave product reviews, reviews on Google, social media, hell talk to the media, those will all reflect the product itself. But those reviews they send you, those are for human beings just trying to scrape by.
At one of my old jobs I remember getting a 9.2 out of 10 on a performance report. When they called me in for a meeting I was thinking I was getting a pat on the back. Nope. It was "you could've done better". That was the day I learned to stop trying and just say fuck it at any job since then.
They. Do. Not. Care. So if I'm going to be treated the same regardless if I put in 110% or 50%, then why bother?
Yup, they think they're motivating us but anyone who has worked food service/retail knows that just demoralizes the fuck out of us. It's rare enough when a customer actually fills out a slightly positive review, they gotta rip apart even the good ones.
My old job 1-8 was a 0 and 9-10 was passing. Nothing worse than hearing a customer say ‘I got a survey for you and gave you all 8s because blah blah blah…’. They honestly thought they were doing us a right by giving us 8s.
and corporate knows that's how people think and still grade their employees on it because "you obviously could have done more". I had one that was "Well the only perfect person was Jesus so you can't get a 10/10". Okay but we're not grading Jesus here Erma, you're grading me, and my boss isn't going to listen to that
Thanks for explaining this. Everyone is getting 10s from me from now on.
Exactly my thoughts; what was once envisioned as a personal development or quality/service improvement tool instead becomes a stick with which to beat people.