Marketers should stop asking for feedback and start listening to it
Zac Martin argues the case for why unsolicited customer feedback is the best kind – not that marketers appear to be listening.
Last year I missed a connection at Heathrow Airport. I sourced the needed documentation, filled in the forms and submitted my $201 travel insurance claim. Four weeks later I got a cheque in the mail for $1. When I enquired why it was so little, they told me there was a $200 excess.
I suggested some feedback:
Me: You should consider putting a reminder at the start of the process. It would have saved us both a bit of time.
