The more I try to be aware of all the methods by which to obtain the Voice of the Customer, I’m amazed at the tremendous effort companies are taking and the great lengths they’ll go to learn more about what their customers are thinking and feeling. We know that Twitter conducts Brand surveys now, for example.
Wow, that was a really long-winded sentence. Anyways.
The other, I went to Kmart to buy some soda. When I approached the cashier to pay for my item, this is what I saw:
Yup, a Net Promoter Score survey at the cash register or checkout. This represents a good effort but misses a few points:
- Kmart is measuring the Net Promoter Score, but it’s clearly not applying the Net Promoter System. There is a difference.
- By itself, the NPS really doesn’t tell you, well, anything. At least, anything useful.
So, while it’s admirable that Kmart is trying to learn about their customers, in reality they are not learning anything at all. They are just trying to obtain a score, with no intention of improving their service as a result.