How did you like Zoolander 2? or a Better Customer Review Mechanism
My wife and I were 2 of the 17 people that saw Zoolander 2 on its opening weekend. It was a horrible movie. I loved it. It was so stupid.
I bought tickets for us early in the day through Fandango because I wanted to make sure we’d actually get in. [crickets]
As someone who’s obsessed with Customer Success, I always see ways that companies could improve the customer’s experience. Surveys and feedback solicitations are always interesting to dissect, as there is a ton of psychology involved (that few people seem to really understand).
How did you like Zoolander 2?
So after you see a movie, Fandango sends an email (see image below) asking how you liked the movie but their feedback mechanism is convoluted (they aren’t unique, BTW,… most feedback / review mechanisms suck).
What if you actually made it easy for your customers to provide feedback?
Right now, this is the workflow:
open email ==> click “Rate + Review” button in email ==> login (you may need to recover/reset credentials) ==> select star rating ==> write review ==> submit ==> share on social
And there are a ton of places in that workflow where the reviewer could fall out. Just give up. So many barriers to doing something they really don’t have to do.
What if you could lower those barriers like this:
open email ==> reply with review ==> send
The system would parse the inbound review email and attribute it to your account (using your external privacy settings) because it came from your email (and maybe includes a secret key in the email). Why do I have to login?
The system could take the review payload and spell check/correct the text, crowdsource other editing (if required), pull out / change / redact bad words or phrases (maybe based on the rating of the movie?), and run sentiment analysis to create a smiley-face rating.
BTW, the only thing you’d need to actually build to make that happen is the glue that ties together the APIs of various services that handle spelling, swearing, and sentiment and pulls the results into your review CMS.
Optionally (But Definitely) Close the Loop
The system replies to the reviewer with a link to the posted review and invites the user to share on Twitter or Facebook from the email (vs. sharing your review directly on the social networks as they give you the option to do today).
