Pete Blackshaw, author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, wrote a piece for Ad Age about the customer contact form and how stiff it is—an odd thing in a world where conversations with customers are so highly valued.
I dare you to find a feedback form that winks even a quasi-friendly smile. And if you find one that allows consumers to truly communicate in their native voices — complete with links, photos, audio clips or videos — I’ll eat my just-published book.
“The marketing department doesn’t see this as part of their remit — it involves operations, the legal department and a host of bureaucratic policies that they can’t begin to tackle. It’s bigger than they are,” explained Carat CEO Sarah Fay.
Where are you with this problem? Do you recommend conversational solutions to your clients?