Why Customers Hate Surveys!
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The document explores the negative consumer perception of surveys and the emotional disconnect they create, attributing this to a lack of empathy and humanization in the process. It draws parallels to the challenges faced by individuals with Asperger's syndrome regarding understanding social contexts and responses. Key takeaways include the importance of creating conversational context, humanizing feedback experiences, and recognizing the emotional aspects of communication in customer experience surveys.
Why Customers Hate Surveys!
- 1. Mind Blindness, Asperger's, and Why Consumers Hate Surveys
- 2. CX’s Bill Maher Moment
- 3. CX’s Bill Maher Moment
- 4. New York Times Article • Is this something you’d want said about you, personally? • If it were said about you, what would that indicate about you? • Insecure • Tone-deaf • Self-centered
- 5. New York Times Article
- 6. What’s going on here? What’s under the surface of the customer’s antipathy toward surveys? (Hint: It’s not the length of the survey.)
- 7. Is survey fatigue about time? • Max (Sr.)’s Rule: Brevity is good – but not brevity for brevity’s sake. • Why do people share feedback? • Incentive? • Do they work for you? • Max (Jr.)’s Rule: Never behave in an online feedback experience in ways you wouldn’t were you face-to-face with a customer.
- 8. What happens in healthy face-to-face feedback? Actions Often doing most of the talking Actions Doing most of the listening Demonstrating empathy: verbal and non-verbal acknowledgement Adjusting responses to meet emotional level Sharer of Story Receiver of Story
- 9. What happens in healthy face-to-face feedback? Outcomes Feels listened-to Feels validated Feels important Outcomes Better informed Can better separate emotion from fact More credible for having listened Sharer of Story Receiver of Story Both sides leave the conversation feeling more invested in the relationship
- 10. What happens in unsuccessful face-to-face feedback? Actions Often doing most of the talking Actions Not listening authentically Either not sending non-verbal queues…or sending the wrong ones Failing to meet the sharer’s emotional level Sharer of Story Receiver of Story
- 11. What happens in unhealthy face-to-face feedback? Outcomes Feels like he’s not being listened to Positive emotion reduced Negative emotion compounded Outcomes Better informed? Less able to separate emotion from fact Perceived as less credible and authentic Sharer of Story Receiver of Story Leaves conversation feeling less invested in the relationship.
- 12. We’re wired to have a negative reaction to many surveys • When sharing feedback, we’re predisposed to desire a degree of empathy. So, what’s going wrong in most Cx surveys? ❌ Whether we’re sharing a positive or a negative experience, we’re not receiving an empathetic response. (In fact, we might be receiving a counter-productive one.) ❌ We’re being asked questions without any “conversational context”. ❌ There’s no association with real people – the employees of the company, for example.
- 13. What would we call this behavior in a person? Mind Blindness • Term popularized by the British psychologist Simon Baron-Cohen to describe adults and children with Asperger’s Syndrome • People with Asperger’s have difficulty decoding language (and body language) in a social context • They can struggle to respond in the ways their conversational partners usually expect – frustrating and unsettling for both sides of the discussion
- 14. Mind Blindness What can we learn from how therapists offer help to those with Asperger’s?
- 15. Lessons from Asperger’s Research • The focus is not on teaching empathy – but rather on mimicking empathetic responses • What are some responses that therapists coach? • Personal eye contact • Nodding (To signal disagreement or agreement) • Statements of encouragement • Knowing when to give control to your interlocutor • In solicited feedback, we need some kind of conversational context™
- 16. Example Case: High-end Hotel, Singapore
- 17. Case Comparison
- 18. Example Hotel Survey Mind Blindness Comparison • Over the course of many minutes, shifts subjects with little or no warning • Introduces concepts without introducing the human factor behind them. (People respond to people, not forms.) • Hop-scotches and often repeats questions in an erratic way • Doesn’t respond or change course based on what happens
- 19. Hallmarks of any Emotionally Intelligent Cx Survey
- 20. 4 hallmarks of a highly functioning Cx survey • Provides conversational context • Humanizes the experience • Responds and changes course based on situation – always putting the course of the customer conversation ahead of the data collection • “Nods” – reinforcing that real people will read and think about the response
- 32. Watch Out! The Peak-End Rule Pitfall • Barry Schwartz, The Paradox of Choice . • Peak-end Rule says that in memories and consumer experiences what matters most is the highlight of the event and the final experience. • Any mind-blind survey as the “end” experience factors against whatever “peak” experience you created.
- 33. Follow-up Notes • Watch for the recorded version of this webinar within 24 hours. Feel free to share it. • We’ll include links to the Ideas & Inspiration articles referenced. • We invite you to do a one-on-one VoC or Survey Diagnostic. It’s free – and as part of that we’ll send along copies of any of the books we reference “on the house”.
Editor's Notes
- #16: Teach how to notice and use nonverbal skills. For example, the SENSE method. This stands for Space (maintain the proper physical space between others), Eye Contact, Nodding (To show agreement or disagreement), Statements of Encouragement (such as uh-uh), and Expressions (face).
- #19: Teach how to notice and use nonverbal skills. For example, the SENSE method. This stands for Space (maintain the proper physical space between others), Eye Contact, Nodding (To show agreement or disagreement), Statements of Encouragement (such as uh-uh), and Expressions (face).
- #21: Teach how to notice and use nonverbal skills. For example, the SENSE method. This stands for Space (maintain the proper physical space between others), Eye Contact, Nodding (To show agreement or disagreement), Statements of Encouragement (such as uh-uh), and Expressions (face).
- #34: Teach how to notice and use nonverbal skills. For example, the SENSE method. This stands for Space (maintain the proper physical space between others), Eye Contact, Nodding (To show agreement or disagreement), Statements of Encouragement (such as uh-uh), and Expressions (face).