Just as the social media scene has embraced videos, it seems that companies are doing so as well in encouraging video feedback instead of just written comments. I have taken several customer satisfaction surveys lately (eg: Target, Delta) that included the option to record my comments and upload the video with my submission.
There have been many occasions where I would have been quite animated in recounting my frustrations and a video could capture that emotion far better than my ALL CAPS survey. I’m sure the videos are very helpful for training purposes and provide a much more accurate assessment of customer feedback than a 1-5 rating. Still, I wonder who is taking the time to make these recordings and who is charged with watching them. It is not a job I would want.
Keep this trend in mind as you are continually evolving your customer satisfaction mechanisms. Many have jumped on the bandwagon of using the Net Promoter Score to evaluate their efforts; now you may get that feedback in motion. Are you prepared to watch?
