ISEdb.COM

The other day I received an email from Blockbuster asking me
to take a survey. See if you can tell me what is missing from this email:

Your opinions and feedback can make a difference!

As a valued customer
of BLOCKBUSTER, your input will have a direct impact on how we continue to
improve our service to meet your entertainment needs. Please take a moment out
of your busy day to share your thoughts with us in an important research survey
that we are sponsoring. This survey will take only a few minutes.

When you are ready to
start, please click here: [url provided]

Please note that your
responses in accordance with this research project will never be reported
individually, only in aggregate. You will not be identified in any of the
findings or reports pertaining to this project. In addition, no one will try to
sell you anything as a result of your participation. BLOCKBUSTER Online is only interested in your
thoughts and opinions regarding our service.

We truly appreciate
your feedback and thanks in advance for participating in this survey.

Sincerely,

Your friends at
BLOCKBUSTER Online

Did you notice what was missing? They don’t answer the
question, What’s in it for me? That’s the first thing I looked for.

Oh sure, there is a line in there about how this will help
them “meet your entertainment needs” but that’s not very, ah,
interesting. What’s my time worth to them? Apparently not much.

Despite my misgivings I decided to donate “a few
minutes” of my time for free. I soon found out the lie in the statement.

Take a look at the progress indicator below:

At this point I’m about twelve questions into the survey.
After spending at least three minutes answering questions, realizing that I was
less than 25% finished did not sit well with me. Now normally a progress
indicator is smart. But in this case it’s all wrong (I’ll explain why later.)
Want to venture a guess as to what I did next?

I left.

I’m not adverse donate some time to answer questions,
especially if it will help them provide me a better service. But the questions
were not even about how they could do that. By and large they just wanted to
get a feel for their position in the marketplace and understand how their
service has effected my movie watching habits. Not exactly the “customer
service” type questions.

Saying that this will only take “a few minutes” of
my time is the understatement of the year. As I write this post I went back to
answer some more questions and it took me about five minutes to get to 25%
complete. These are by no means easy-to-answer questions. Check out these two:

Good grief! I’m all for being thorough, but this is
ridiculous. To add to that, there was no way to go backward to fix an
improperly answered question. My numbers on the question immediately above
didn’t match the number I provided in the previous question (not pictured) so
instead of allowing me to fix the previous question I’m forced to make my
second answer line up with the first. Argh!

And what do I get out of all this? Satisfaction that this
will help Blockbuster meet my entertainment needs.

Sorry, no thank you.

How could Blockbuster have encouraged me to get to the end?
A couple of ways.

1. Tell
   me how many questions there are in total, how many I’ve answered, and how many
   are left. Percentages don’t do much especially when it barely moves from one
   question to the next.
2. There
   should be a 20 question limit. If you want to ask more, let me get to the end
   of the survey and ask me if I’d like to continue with some “refining
   questions”
3. Make
   the questions shorter with fewer response options. Each question takes 20-30
   seconds to answer, if not more. That’s just too much time to invest.
4. Give
   me something for my time. Let me know that a printable coupon for a free
   in-store movie rental awaits me. My time has got to be worth at least
   that.

I would say that last one is the most important, but it’s
not. Just the most immediate. That should have been the enticement to take the
quiz and the encouragement to plod through and finish it. All of the points
above, however are important to getting adequate and proper feedback.

Blockbuster still has much to learn in providing customer
satisfaction. Maybe, like their online rental service, they’ll get it right the
second time around.