Easy Customer Experience Lesson: A Tale of Two Surveys
by Kate Nasser |
The customer experience surveys at two well known chains, Dunkin’ Donuts and Perkins Restaurant & Bakery, teach an easy yet critical customer experience lesson.
I recently had good customer experiences in both yet the post-service online surveys were quite different. Each revealed, as I have written about many times, what the company leaders are thinking.Image Licensed from: Istock.com
The register receipt from Dunkin’ Donuts directs you to complete an experience survey at TellDunkin.com. The questions quickly focus on universal customer expectations:
- Did you have to wait in line?
- Was your selection available?
- How did it taste?
- Was the store clean?
- What was the value and quality?
There was also a section to easily add comments. They do ask a couple of additional questions more focused on sales like was there an ample assortment of donuts available etc… yet the focus is clearly on what most customers care about.
The Dunkin’ Donuts customer experience survey is quick, easy to complete, and immediately gives you a code to use for a freebee drink or 10% off the next time you visit. Bravo!
Perkins Restaurant & Bakery
When I saw a survey offer on my Perkins’ receipt, I expected a similar customer survey experience. I was quite taken aback when I went online and read these questions:
- Did the server offer you a choice of at least 2 beverages?
- Did the server highlight the special menu?
- Did the server offer you a bakery item or dessert?
… and they wanted me to note our server’s name which was printed on the receipt.
Interestingly enough, our server was wonderful because she didn’t follow these guidelines. She greeted us, asked how we were doing and if we wanted to start with something to drink. She never followed a script nor tried to push any particular item. When I asked for a change to one item, she was flexible and made it happen. The food was good, the service easy and caring, and the experience was fabulous.
But Perkins’ customer survey experience was not fabulous. In fact, it is not a customer experience survey at all. It is a report card on whether the employees are doing what the leaders are telling them to do.
Perkins is asking customers to do performance reviews on their employees’ adherence to the prescribed sales approach. The opening questions craftily try to unearth if the servers are selling what Perkins wants them to sell. It is disingenuous and not customer focused.
A great family restaurant focus would shine through questions like:
- Did we make you feel welcome?
- Was the food tasty?
- Do you like the choices on the menu?
- Is there something you wish we would offer that we don’t?
- Was the restaurant a clean and inviting place to eat?
- Will you come back again?
- Will you tell others to come and eat with us?
Unfortunately, Perkins has stacked the deck toward what they care about yet this stack falls short of what a great customer experience survey does for the customer and the business. This survey says: Perkins’ leaders know better than the customers.
So let’s skip the bravo and and the survey since they don’t want to hear the true voice of the customer.
Easy Customer Experience Lesson
Define a great customer experience from your customer’s perspective — not yours. In fact, you might even consider holding a contest to have customers design your customer experience survey. What better way to find out what they care about when choosing between you and your competition?
Which approach do you think will yield the most customer focused results?
From my professional experience to your success,
Kate Nasser, The People-Skills Coach™
©2012 Kate Nasser, CAS, Inc. Somerville, NJ. If you want to re-post or republish this post, please email firstname.lastname@example.org. Thank you for respecting intellectual capital.
Kate Nasser, The People-Skills Coach™, delivers coaching, consulting, training, and keynotes on delivering the ultimate customer service, leading change, employee engagement, and teamwork. She turns interaction obstacles into interpersonal success. See this site for workshop outlines, keynote footage, and customer results.