Target.com - excellent website, horrible customer survey
Target.com has a clean, efficient, and VERY user friendly website. It's fast, it's well organized, and I can find items I want and compare prices easily.
So, after checking out an item, when asked to fill out a survey, I figured "why not?"
So, I putter through the survey, giving good or excellent marks on most of the items I was asked to rate from 1 to 10. After a few seconds it's apparent that this thing is a case study in how NOT to do a customer satisfaction survey.
Problem 1: there are WAY too many items to rate. Some items have sub-items. This is ludicrous. Figure out what you want to know FIRST, Target. This shotgun approach will prompt most to give up halfway through, I bet.
Problem 2 which is exacerbated by problem 1: WHY IN THE ALMIGHTY NAME OF THE FLYING RAVIOLI MONSTER DO YOU MAKE **ANY** OF THE QUESTIONS **MANDATORY**, LET ALONE **ALL OF THEM**???
I tried to submit the survey, but received an error because I hadn't rated items 2 and 4. The items near the top of the survey were so closely spaced that I hadn't even NOTICED that I'd missed any, but so what? Take the info you got. Use it. Appreciate it. Be Grateful that ANYBODY filled out ANY PORTION of your survey at all. You're not paying me for my time. You're not offering me a gift or an entry into some sweepstakes or doing anything else to compel me or motivate me to fill this thing out. It's only by my own good graces that I'm deigning to give you my opinion to begin with. WHY ARE YOU MAKING IT DIFFICULT?
So yeah. Customer surveys. Short. Sweet. To the point. And for fuck's sake: NO MANDATORY QUESTIONS.
March 5th, 2007 10:04am
I tried to think of some way to malign or otherwise bdamouth you here, but I couldn't. You're probably right.
silly thing to rant about though. why amazon doesn't have a logout button is much more important.
March 5th, 2007 10:13am
Thinking about it, I believe that to this date I have not successfully completed a single one of these things.
March 5th, 2007 10:15am
Amazon doesn't have a logout button because 99% of the public won't bother to log out anyway. Instead, they make you re-enter your password every single time you want to do something that has the potential to reveal personal information like pending orders or credit card numbers.
March 5th, 2007 10:15am
Two posts from muppet I agree with entirely. Must be some kind of magic to do with the year of the pig!
March 5th, 2007 11:17am
Doesn't Amazon have "Hi <soandso>! (If you're not <soandso> please click here)" plastered on top of every page, that's as good as a logout button.
Concerning customer satisfaction survey's, there seems to be some sort of universal conspiracy about them. "Please help by answering some questions, this should only take 5-10 minutes"... Fuck you people. 5 to 10 minutes is forever, the least you could do is offer a gift certificate if you're asking people to spend people 10 minutes doing something.
I think the surveys are outsourced to some firm that refuses to pay the exorbitant prices of a fresh out of college English major.
Their customer is not you but Target, so they don't care about pissing you off with mandatory questions.
March 5th, 2007 11:23am
see, we've been here before. I ranted about it because I ordered my wife a present from her computer, and I wanted to make sure I was logged off when I was done.
Suppose you are aay from home and need to check the delivery status of your order while at the internet cafe?
You and I know that "you are not x" probably logs you out, but joeuser expects to see buttons called login and logout. How hard is it ... ?
March 5th, 2007 11:25am
and if they are gonna take the paranoid approach of checking your id every time you access your account (which is not such a bad idea) then they should make sure you really ARE logged out every time you leave the "critical section" - and put a bit visual indicator that tells you whether you are in or out (like coloured red or green).
Usability is about making it obvious what is going on.
March 5th, 2007 11:27am