I’m a fairly avid bicyclist and a regular customer of Performance Bicycle. They have a great selection and lots of sales so I can get the things I want at a great price. After my latest purchase, I got an email from them asking me to review my experience with their online store.
As you know, we are big fans of asking your current customers for feedback, so I was very happy to receive this email and happy to comply. However, unlike the Roku experience I had a few weeks ago, this one wasn’t nearly as good.
(1) Don’t you know me? I’m an existing customer, I’ve shopped there many times, and I’ve also chatted with them online and spoken with them on the phone. They should know I speak English. It’s great that they have a Spanish version of the feedback email as well, but I get the feeling they send this single email to all their customers vs. customizing an email to each customer’s preference. Make the customer feel like they are valued, special and known!
(2) How much time of mine do you need? It took me over 10 minutes to fill out their survey. Even though they say in their email it will take me “just a few minutes”. It was a never ending series of screens!! To be honest, I had decided to write this post about halfway through, which is the only reason I completed the survey. Otherwise, I would have abandoned it. I’m guessing that their completion rate is very low. I’m also not clear why they wouldn’t ask a small number of very important questions first, and then follow up with more if the feedback requires more input?
(3) How about a thank you? After spending all this time and submitting the survey, I did not receive an email thanking me. Even if you’re only asking a small number of questions, you should thank your customers, maybe even give them a gift. In their case, given the large number of questions and amount of time required, they absolutely should have followed up with an email thank you.
Performance Bike – please try again!! Getting feedback should be a simple, easy and seamless process. What you have done is unlikely to give you any meaningful results.