Normally, of course I’d say yes. However…

In my (driving) life I’ve had more cars from one marque/brand than any other – five in fact. Bit of an advocate really. Until a recent experience. Won’t bore you with the detail, but for the best part of 2 months I was unable to use the car for anything more than a short trip. It’s cost me a fair bit, and mistakes at the dealer, misdiagnosis of the fault, and delay in getting parts have made me, to use a technical term, grumpy.

The brand has sent me an online survey after each experience at the dealer. The emails are headed “we care about you.” They’ve also called to ask for my feedback. So far so good.

I’ve responded to the survey giving pretty poor scores and explaining my experience, and spent 10-15 minutes answering a call (in a separate process) giving more detail, and noting the impact on how I felt about the brand. I said that my faith in the brand had been shaken and the person on the phone promised to escalate it, and promised a customer services person would call me back.

One month later, guess what has happened.


This strikes me as a situation where ‘doing the process’ – i.e. getting the feedback, getting some scores, ticking the boxes – is seen as achieving the aim. But the whole point is to enable you to resolve customer issues.  They have signally failed to do that. Nobody is accountable for the follow-up.

So, its worth just thinking again about ‘how do we USE the information we get from customer feedback?’ ‘what changes as a result?’, ‘who is accountable for following up? and ‘how does the customer or client feel afterwards?’.

I may not have bought or leased another car from the brand. Now I almost certainly won’t. So, if you’re going to say ‘we care’ but then demonstrate you don’t, it’s probably not a good idea to ask for feedback.

© 2014-2024 The Thriving Company Ltd All Rights Reserved | Website by Pink Desk Studio