They say their research says that they get a better quality interaction when people write to them and are clearer about what has happened and the details because they are writing it down and hence considering what they say.
That may be the case. It's still dumb. Two things they need to do:
- give people a way to vent when they want to. Even if they write to you it will mean many have stewed on it and told many by the time they write to you - if they bother to. The vast majority will just whinge to anyone who will listen.
- if cost is an issue (of course it is in this market) then find a more cost effective way to capture the feedback when people are angry. There is certainly a backlash with outsourced and obviously overseas call centres. There are simple, cost effective ways to get the feedback live. Set up a virtual feedback system. Ask (quantitative) questions and at the end ask if they want someone to contact them(quallitative feedback). I can show you how for your business and spend a few cents to do it easily and quickly.
- when you set up a virtual feedback system you can also get pats on the back for a job well done.
It is possible to turn every customer into a mystery shopper. Get great feedback and improve the service and operations of your business.
You can do this without commiting customer experience suicide!
