Bad example of how we use consumer feedback

Some time ago I visited a restaurant in Chelyabinsk - one of the fastest growing cities in Russia - very good restaurant - part of a French chain.

They were collecting the customer's feedback through a little questionnaire left on the table. I picked it up and filled during my stay. I rated food quality, interior and some other points as excellent, waitress as bad and commented the size of portion - it became 2 times smaller since last time I was there.

When we finished I found the administrator and handled her the filled paper. Then I went to the toilet. On the way back she stops me with the waitress and asks "What exactly didn't you like of your waitress?" The waitress stands by us. I'm speechless.. The waitress, with eyes full of anger, continues - "The portion is exactly like it was before. You probably received it in a different plate." I'm really frustrated. I'm surrounded by my business partners, they look even more frustrated as they paid for the dinner. I said to the administrator - "Lady, you put me in the very uncomfortable, an awkward situation by asking me this questions right here in front of your staff. And it's not good. I left my contacts in the questionnaire in case you wanted to speak with me details. Directly. Good bye." I don't think I ever come back.

It was an indicative experience of how you should not treat your customers. The feedback thing is a complete waist if your staff does not understand the importance of privacy here.

Good example of hot line

I recently visited the cafe in Moscow - member of a huge coffee chain. While sitting there - so many things made me really frustrating - like absence of certain items I ordered from menu, loud music, late delivery of things I ordered, cold water instead of room temperature, dirty toilet.. At the certain point I started to look for a telephone number or email to complain/ suggest.

Good thing no 1. I found the telephone number in menu - very easy to find.

I called them the moment I stepped out of the cafe

Good thing no 2. Phone was answered immediately.

3. It's not a 3rd party call center - it's a marketing employee able to give me the feedback and provide apology on behalf of the chain

4. Although I thought I would never come back to this chain again - the lady made me come back - she promised to leave a voucher I can redeem in one of locations

So, when you want feedback and you can support picking up calls yourself - do what they did.. I'm sure if it were the 3rd party call center - they would never retain me as a client. Announce the phone number in menu - best place in case of restaurant/ cafe. And be ready to provide the incentive to the caller - he is giving you the information of incredible importance.

Don't compromise - look for a better idea

Compromise is simple and not really effective. There is always a better solution, new idea - don't stop looking for it and then go for it.

Idea taken from Stephen Covey's 7 Habbits..

How to satisfy me if I'm complaining about product

I bought the non original charger for my phone and it killed the battery. I wrote a quick complaint to the Russia's big mobile phone retailer and received a reply. Tried to understand what was satisfying and what was not:

Satisfying

• They replied within 24 hrs (actually around 8 hrs)
• They apologised

Not satisfiyng

• They replied from the email address of 3rd party CRM provider. So it's not actually retailer's employee who was writing to me on behalf of retailer.. strange feeling.. like someone stepped on my feet and then his lawer is calling to apologise
  
• They wrote: "sorry if we caused you.." Of course, you, bloody, caused me. I don't need "if". You just caused me.

To summarise: Don't say If in critical sentences and reply from your company address

Why people don't buy SAFETY on Russian car market

In automotive industry in Russia it took some time for slow companies to understand that Russian don't have a NEED for safety inside the car. Although they claim this need one of top in consumer research they never choose it over, for example, air conditioning when they actually buy the car.

Why?

Because for average Russian the safety need outside the car is not really fully fulfilled - why bother paying additional money for safety inside the car. Most of Russians live in many-storied buildings where you are never 100% secured from your heighbours. Noise, leakage, dirty stairs all make up the perception of not really safe environment. So the safety need is not yet satisfied on more basic level - at home. Consumer does not need to satisfy it on higher level.

About not fulfilling the expectation

Great idea from the Blog of Seth Godin - Marketing guru.

"To raise someone's expectations then not fulfill them is worse than mediocrity". Means you better do nothing than raise expectation and then not fulfil it.

Don't announce the service until you are ready to provide it.

Needs and motivation revealed

Satisfied needs do not motivate. Only unsatisfied motivate.

from "7 habbits.." by Stephen Covey