Mark Mason

Poor form

The customer-service questionnaire is a sign of a company that doesn’t trust its staff to care

issue 27 June 2015

Not long ago, I woke up in hospital, in pain, with a damaged back, but grateful for the sleep that a couple of doses of morphine had secured. ‘Morning,’ said a sixtysomething man who appeared by the side of the bed. ‘I’m Derek, I’m a volunteer here.’

‘Hello Derek.’

‘I’ve bought you some cornflakes.’

I wanted to hug him.

‘Also…’ He produced a sheet of paper. Oh no. ‘There are a few questions here about how you’ve found your stay with us. I can fill them in for you if you want…’

Luckily I was too weak to get angry. ‘Could you just leave it there, Derek? I might look at it later.’

You can’t go anywhere these days without being hit by a feedback form. Restaurants, shops, hotels, dentists, hospitals — no matter what service you’ve paid for, the company involved wants you to answer a series of questions on how well they provided it and how they might provide it more efficiently in the future. Even galleries ambush you with forms as you walk out. Can you measure the value of seeing a Titian on a strongly agree/strongly disagree scale?

Often, as if to acknowledge what a faff this is, the firm adds the offer of a free meal/train journey/Hawaiian massage to a winner drawn at random from all those completing the form. Well, businesses of Britain, here’s the only bit of feedback you need: if it takes an A4 sheet of moronic multiple-choice questions — or an interminable click-box online survey — for you to decide whether your customers are happy, you’re doomed.

It was very simple in the old days. A company knew if it wasn’t doing a good job — the till was empty. And for any decent outfit this is still the case.

GIF Image

Disagree with half of it, enjoy reading all of it

TRY 3 MONTHS FOR $5
Our magazine articles are for subscribers only. Start your 3-month trial today for just $5 and subscribe to more than one view

Comments

Join the debate for just $5 for 3 months

Be part of the conversation with other Spectator readers by getting your first three months for $5.

Already a subscriber? Log in