The CRM Cynic: It’s Not About You

An editor at my company once called a meeting to present a stunning magazine redesign. All went well until a sales type asked the inevitable question: “Did you do any surveys or focus groups to find out if this is what readers wanted?”

The editor responded: “I’m the focus group.”

It was about time somebody said that.

Yes, you should find out if your readers or customers like what you are doing. But some things should be driven by vision, not by focus groups. And you shouldn’t annoy your customers by continually asking them what they think of you.

It’s not about you.

All this was brought to mind by a Sept. 6 column in Financial Time by Richard Tomkins.

“I cannot be the only person to have noticed that customer satisfaction surveys have become a modern-day plague,” he wrote. “Market researchers phone us, write to us, e-mail us or stop us in the street to ask us about products or service when we have used. When we are online, questionnaires pop up asking us about the usefulness and effectiveness of Web sites we are visiting.”

Too true. I called a financial broker just the other day and was asked by the phone rep—who apparently was on another continent—if I would submit to a small survey satisfaction afterwards.

Why would I bother? He answered two questions for me, and we conducted no business. It was not worth any more time than I gave it.

But what if I was unhappy with the answers he provided? Many customers tend to blame the messenger even if he is clearly reciting company policy. Does the company make that distinction, or does it discipline the rep?

My only reservation is that surveys do seem to work for some firms. For example, Borders is using surveys to hone its customer service (See above story). Nobody would argue that this is not a good company. And I’m a big believer in asking gathering customer data and asking about channel choices.

But back to Tomkins, and why he is against surveys.

“Above all, my criticism of these surveys is that they are a sign of failure. Good companies with good products or services do not need to pester people with questionnaires; their measure of customer satisfaction is rapidly rising revenues and profits. It is like those “How’s my driving” signs on the back of trucks: good companies with good drivers do not need to ask.”

What do you think? Does Tomkins have a point? To comment on this opinion, please e-mail me at [email protected]