I’m on the phone right now with my bank, doing a “post transaction” survey. I always take these – what researcher doesn’t? And once again I’m annoyed. What has my bank learned from doing this survey? As far as I can tell, ABSOLUTELY NOTHING.
The purpose of my call to the bank was to get that number you need so someone can wire you money. Let’s see how the “post transaction” survey went:
- A question about the banker I talked to. He was just lovely. I asked my question badly, because I forgot the name for that number (routing? IBAN? something like that), but got an answer right away. Gave him a high number. Good so far.
- Wait, aren’t you going to ask me about the experience of getting to my lovely banker? Do you care that it took three calls and five minutes to get to the 30 second conversation? Apparently not. No questions about that.
- Now a question about the range of services offered by my banker. No idea. I only asked him one question. He answered it well. I can’t answer this question, but “don’t know” is not an option on this survey. I can only choose “1=unacceptable through 5=excellent.” Where’s the N/A? Do I say “excellent” since I liked him and don’t want to get him into trouble? What if his bonus is based on this survey? But that will be misleading in the analysis. I could give a 3 to at least not skew the averages much, or just hang up. Or do I give him a 5 because I liked that he didn’t try to sell me anything else after he answered my question? I’ll just give a 4 to split the difference.
- What? We’re done? Where is my “If you’d like to leave any other comments please visit www.bank.com/survey” so I can tell them about the last question. How difficult is it to have a form for follow up in this day and age?
I will stop now before I begin ranting, but once again I feel like today’s ease of implementing surveys on web sites and telephone is causing some of the worst market research that has ever happened, and in the process annoying people who might stop doing surveys that are actually well designed and will drive better business practices.