Why are you paying customers for their feedback?
The following sums up job #1 for a brand. Anything beyond this to gain a customer’s loyalty is simply unnecessary and potentially problematic.
- provide a service or product that fits a consumer’s needs
- convert browsing consumers to a paying customers
- make the experience so rewarding, they return
- ensure they become referrers, not detractors, from the experience
- actively ask for their feedback, without hassling them
- utilize their feedback to improve - focus on the details
- thank them for their feedback by taking action
- post the actions taken via signage, social media, etc.
- iterate, go back to step 1
Simple right? Not so fast. A few methods brands use to gain loyalty, above and beyond job #1. From the simplest;
- buy 10 coffees, get one free — reward via a simple punch card
To those that appeal to a customer’s sense of convenience requiring them to give up their time and identity;
- download app, enter personal info — they get a discount + they're tracked
- enter PIN at checkout — they receive gasoline discount + they're tracked
- use app when purchasing — their habits are recorded + they're tracked
- receive a survey — expend 15 minutes of their valuable time + they're tracked
- complete a comment card with an email address — they get a cookie + they're tracked
A brand should be building trust with consumers, period. Not paying them to consume their products or services by asking them to pay with their valuable time to take a survey or expose their identity.
It’s quite simple, see job #1.