Can #CRM Sometimes Try Too Hard?

Then came the phone call. “How did we do?” they asked. Fine, I responded. As expected. “Please rate us on a 1 – 10 scale.”. Nine I guess. It was good. But there was some room to amaze me. “What could we do to get to a 10?”. Now I was starting to get annoyed. I ended the call.

Then the email came. They too wanted to know how they did. Then the text. Then a follow up call from a third party. Enough already! My satisfaction was noticeably dropping, even though the initial transaction had been fine.

This got me thinking. Can a firm sometimes try too hard to “delight” the customer? I think the answer is yes. A lot has to do with the relative importance of the transaction. But that reflects the fact that firms need to think in terms of the appropriate level of soliciting feedback. Simple transaction, simple question. Involve transaction, involved questions. Not all experiences are of equal importance.

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