Question

Topic: Customer Behavior

In Their Own Words: Client Comment Cards

Posted by vbillington on 12/1/2010 at 12:56 PM ET 250 Points
A nonprofit wants to place comment cards at its free income tax services sites to capture quick client stories for use with funders, grant requests, etc. Cards will have postage, so clients can fill them out on site or later at home and mail them back. Clients are lower income, not exceptionally literate. How do we make this idea work?
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RESPONSES

  • Posted on 12/1/2010 at 2:02 PM Moderator
    Keep comment cards EXTREMELY simple. Example: "Would you be willing to share your experience with others? Yes/No"

    Then have someone contact those who respond with "Yes" and ask them one or two simple questions and transcribe their responses.

    If you try to do more than this, you'll end up with a failed effort.
  • Posted by Jay Hamilton-Roth on 12/1/2010 at 2:34 PM Member
    From your client's perspective - why would they want to use your comment cards? What's the benefit for them? Why not ask the question face-to-face just after services were rendered (and record them with a video or audio recorder)?
  • Posted by vbillington on 12/1/2010 at 5:30 PM Author
    Appreciate both comments. May I ask one question? Are either of you familiar with the mountain dew campaign, where the soft drink company received tons of quick comments from soda drinkers when it asked customers to "dew/do up"? Of course my request is for totally different product and customer type. That's what my client would like. No people power to be at all tax sites all of the time. I think a handful of good client stories will ace hundreds of not very seful comments, and save $ as well. Appreciate your views/experiences. Then I'll call it quits.
  • Posted on 12/1/2010 at 6:43 PM Accepted
    Mountain Dew's experience is so different from what you're dealing with as to be totally irrelevant. Mountain Dew has extremely high customer loyalty and is largely a lifestyle brand. People are proud of the fact that they drink Mountain Dew. They want others to know they "Do the Dew." (PepsiCo and the Mountain Dew brand are former clients of mine.)

    By way of contrast, your service is a "necessary evil" for most folks. It's an annual event, while Mountain Dew customers interact with the brand multiple times every week.

    You need to tell your client what's reasonable and what isn't. Otherwise you're allowing them to set an expectation that you're guaranteed to not meet. Better to nip that in the bud.
  • Posted by vbillington on 12/1/2010 at 7:22 PM Author
    Thanks so much for confirming!
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