Buried treasure worth digging for

Before the so-called “reality” shows began occupying large blocks of each network’s television lineup, it was rare to find a program that combined a story line (or, at least a theme) with an ending that was truly unknown. Then, along came Geraldo Rivera and the live broadcast of the excavation of the underground vaults of Al Capone.

Our collective imaginations ran wild as the two-hour dig-a-thon and history lesson progressed. What will they find? Money? Jewels? The bones of Capone’s arch enemies?

A couple of empty liquor bottles...and a red-faced host.

Whether this television event added to – or diminished – Rivera’s résumé is a matter of personal opinion. What is certain, however, is that the networks soon returned to safer, more predictable fare (until, that is, they could create programs where the reality was more “manageable”).

Oftentimes, ongoing market research programs are like the “post-Capone” network television schedules. We might do an annual survey of customers because, well, “we’ve always done one.” Or, we rely on self-selected research tools like “comment cards” to gather customer opinions. Or, worse yet, we trim research budgets when things get tight because “we already know what our customers think.”

While such approaches may be fiscally prudent, they ignore the fact that customer opinions are shaped through day-in and day-out interactions. Waiting to find out what your customers think until the calendar says it’s time for “the survey” makes it mighty tough to jump on opportunities hiding just below the surface or, worse yet, fix problems you don’t know about – before they put the relationship at risk.

Here are a few situations where quizzing your customers might unearth some of your own buried treasure:

• With an order: If you ship products to customers, include a postcard with a handful of pertinent questions about the contents. Was the order correct? Was the person who took it friendly and helpful? If it was an on-line order, was the process easy? What would you like to see us offer more of? Less of?
• During a project: Service clients may be used to getting a “post-project survey.” If the project’s big enough, surprise them with a survey after reaching a major milestone. Ask about satisfaction with timing, budget, communication, and output to date – anything that will allow you to course-correct, if necessary.
• After a call to customer service: When was the last time you called a company’s customer service department because everything was fine? Exactly. That’s why you should follow up each contact with your own department with a “How’d we do?” survey. A few questions on a postcard – that opens with a “thank you” message – can reinforce a good experience or offer an opportunity for a still-unsatisfied customer to vent.
• Out of the blue: Have a member of your senior management call a random group of customers every so often. The key to making this work? Have a set of topics you want to research, but let the “caller” freelance the approach. You’ll get better information if it feels more like a conversation than a survey.

Like Geraldo Rivera’s trek underground, these “expeditions” come with no guarantees. You may find out how much you really did know about your customers, or you may discover data you can use to grow (or save) a relationship. One thing’s for certain, though; the act of asking will demonstrate how much you care. And that makes it worth picking up your shovel every once in a while.