Measurement vs actual results

It’s a personal bugbear of mine: the emphasis on getting a good measurement versus the actual delivery of results. It manifests in many ways - I recall a conversation with a digital media sales guy who was determined to tell me that the best thing about the web was that you could measure everything. Never mind how WELL it worked, the measurement was the best part.

And yes, measurement has value (usually to help improve results), but there is a point at which the actual value of what you are doing gets lost.

This is very apparent in customer service situations.

My wife took her car to the local dealership for its annual service a few months back. The customer service was, at best, average… actually, we had cause to feel it was not even that good. But the Service Manager was determined we should, nevertheless, give them a 10/10 in the customer satisfaction survey we were about to be invited to complete. Anything less than that, he told us, and his operation would get a black mark.

We were then told several more times that a survey was coming up. Despite having nothing to do with the service, I was telephoned and asked what I thought of the service - and to make sure we’d give a good mark in the service. When I indicated dissatisfaction, I was pressed to put this aside for the forthcoming service and still give a good mark.

By the time the survey came around… well, I’m sure you can guess my mood.

All this came flooding back to me with a piece in the paper today about a man who, having been told (rudely, it seems) that he could not extend his overdraft with the Abbey, was pressed to give a good mark in the post-call survey. The results make painful reading.

In either case, had a fraction of the effort expended trying to persuade the customer to mark the service well gone into actually providing good service, everyone would have been much happier.

So I will take actual positive experience over survey results every time.

… and that is reflected in the way consumers prefer peer reviews to marketing spiel every time too.

Tags: abbey, customer satisfaction, mercedes, survey