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Posts Tagged ‘consultation’

Be careful what you ask your customers for

June 10, 2010 2 comments

The new Tory Liberal govt is asking us to share in a consultation exercise on where the public spending cuts should be. In this there are two assumptions – the first assumption is, of course, that there must be cuts while the second is that our views will be listened to and they will make a difference.

I see two takes on this move. As I said it assumes there will be cuts and now we know they will be deep ones. So it could be a PR exercise to warm us up to the severity of cuts and mitigate the public ire because we are sharing the Govt’s pain in having to make these tough decisions. Or it could be a genuine extension of the democratic process engaging us on a micro level as well as the macro level of election time?

But this citizen consultation idea did remind me of those customer service/satisfaction surveys where we ask our customers how we, their supplier, should put things right not just personally but almost how we should run as a business.  

 So I offer a few thoughts and guidelines that should apply equally when consulting with customers and/or citizens  – whether the request for information is an online or offline form, through a call centre or in person.

  • Don’t ask for information unless you intend to do something with it
  • Only ask for information you can do something with
  • Don’t use surveys to abdicate responsibility for decision-making
  • Don’t expect surveys or research to give you all, if indeed any, of the answers
  • Don’t believe your customer can run your company better than you can
  • Don’t believe the customer is always right
  • Ask questions that get you inside the head of the customer about how they felt/feel not what they did
  • Understand the customer experience and how its outcomes affect your business drivers eg propensity to recommend
  • And, finally, whether you do or don’t take any action always give feedback to the customers
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