You almost missed out on my story. Even your $3,000 prize couldn’t compel me to take a long, boring survey, just for a chance to get to the comment section and tell you what’s really on my mind. Lucky for you, I felt compelled to blog about it, not only to tell you about my recent experiences at your Walgreens pharmacies but to give you my 2 cents on your existing feedback systems, given my experience in the user feedback business.
My first story is not a good one. It started when I stepped up to the counter. I was greeted by the weariest woman I’ve ever seen. Her every movement oozed fatigue and exhaustion. Even her voice carried the heavy tones of an excessively long day. I told her I had a prescription to drop off, and she accepted the task, only to hand it off to her coworker. Her coworker was obviously frustrated. I left astounded at the lack of usual cheer and willingness to help I’ve come to expect from Walgreens.
A later visit to Walgreens turned out to be much more pleasant. I arrived at the pharmacy counter, and someone helped me almost immediately. I was greeted by a friendly, middle-aged man with glasses, and a slight smile on his face. He had an obvious willingness to help. I think he was in charge of the pharmacy.
He informed me that there was a problem with my prescription. I realized I had accidentally filled my prescription at the wrong Walgreens! The mobile app remembered my use of a 24 hour Walgreens, instead of my usual store. The pharmacy head didn’t flinch. He bravely charged forth into the thorns and thickets of the insurance company’s phone system, informing them that, no, I wasn’t trying to fill my prescription twice. He filled it promptly and efficiently, getting me out of the store in no more than 5 minutes.
In both of these cases, I didn’t tell you my story through the channels you’ve established for customer feedback.
Why is that? Well, I’ve taken your surveys before, and it’s never been an enjoyable experience. I’m not willing to navigate a series of questions that I don’t feel are relevant, just for the chance to fill in the comment box and tell you the real story. Your little smiley face kiosks are no better. How am I supposed to tell you about my experience with a meager range of 4 emoticons?
You can do better, Walgreens. Here’s what I want: let me quickly tell you about how my experience was in general. Then, just let me type my story. You’re missing out on a metric ton of feedback with your existing systems. If you’d like to capture these stories, you need to change your feedback loop.
Enter YesInsights. We’re helping businesses get massive increases in response rates compared to traditional surveys. And over 50% of respondents leave a comment.