What? FREE burritos for a year and be entered for a chance to ride a DonkeyCorn— sign me up!
How + When + Why — Incentives drive biased and yet amazingly low response rates, pollute customer experience data and provide a brand absolutely nothing in return (unless you win free burritos for a year).
I’ll be the first one to admit, we tackled the CX space wondering if we could solve a problem with design, technology, and participation. I frequent a well known Mexican food chain let’s call them “Chipotle” (I was going to come up with a funny play on their name — it really doesn’t matter). I’m a big supporter and my children love the place — plus they’re nice when my 4-year-old decides to make a sandcastle out of rice + beans (yes you need a shop vac and a power washer after we leave). At a recent visit, Chipotle had a nice big sign over their drink station (note image above).
Is it possible for us to have an honest conversation about why methodologies like these are blatantly outdated and inherently biased?
- The user experience: If I remember to take a look at the paper receipt (if I even got one) that’s crumpled up in my pocket, will I remember how my actual experience was? Half of the time I’m there it’s complete and utter chaos (I have a 4 + 6-year-old).
- Does an incentive promote and drive honesty? IMO — NO — If I want to win burritos for a year (that in itself sounds like the making of a script for supersize me 2 — the return of darth sour cream) — if I want to win — why would I be honest? I’m guessing if a brand picks someone with a brutal review of Chipotle, they’re asking for another social media nightmare.
- What happens next? Well if all the planets align and I turn three times on my head and bark like a wild chihuahua (get it — because of the Taco Bell Ads) — you’re thrown into a 15 plus minute grueling online survey attempting to figure out if you can recall every moment of your experience, and now completely out-of-context
- Is this data valuable? This is where we need to ask the hard questions — again — if I provide feedback that’s out-of-mind, out-of-context and inherently biased — how does this data help Chipotle provide a better experience for their customers?
Shameless Tapyness Plug:
- Our UX: Be simple + frictionless + honest + build trust — give your customers a easy + understandable way to provide feedback about their experience — in context and provide that feedback in real-time.
- No Incentives: Don’t give something away if you want a honest feedback — it’s just that simple — we proven time and time again (with response rates that 100x the norm) you don’t have to give away the farm to understand it’s a problem with the chickens.
- Let real tech drive your CX initiatives: See trends before they become problems — we all know what happened to Chipotle and they’re still feeling the pain from it. With a platform that analyzes every interaction and generates alerts + reporting — you’ll know what you need to know, when you need to know it.
- Bridge the gap: Online interactions have been measured for years — with IoT being ubiquitous now, introduce ways to measure every customer (with or without a transaction) yes, Tapyness takes the pulse of everyone…
- Paper Receipts are not cool: I’ll I had to do was ask my wife and her sister, who are both millennials. While 20 years ago receipts may have worked, they haven’t for the last 10 to 15 years for sure…(my mom may keep receipts…she’s 75) #digitaltransformation
Let technology do some of the work: When Al Gore invented the internet, he had a vision that one day computers + humans would work together to make the world a better place. All joking aside, IoT is here and with the capabilities and security built into the Tapyness tech stack, brands can crunch and analyze consumer data in real-time.
By harnessing the power of crowdsourced aggregate sentiment — understand trends, product launches and employee happiness (Tapyness will typically measure over 40% of the consumer population). If you back that data up with logic and science — it's magical (almost Donkeycorn magical — my daughter loves this illustration).
- Eating 365 burritos in one year is a terrible, but great + great idea — trying to get honest feedback from a half-baked incentive is a bad idea.
- If you want to measure CX — get engaged with your customers and ask them how you’re doing — learn from this data + improve + learn + improve + learn. It's working for Amazon…welcome to brick & mortar 2.0
- Acquire enough data to make actionable decisions — if you’re hoping 15-minute surveys driven by receipts are the solution— wake up. Understand less than a 1% response rate isn’t enough data to do anything…period. Read about digital transformation, your competition already is.
The most damaging phrase in the language is “We’ve always done it this way!” — Rear Admiral Grace Murray Hoppe
Thanks for reading — Matthew Korte