keyspan sent me a dollar bill in the mail
Keyspan sent me a dollar bill in the mail to complete a survey. While the physical dollar definitely got my attention, I didn’t complete the accompanying survey. I filled out the first page, and then opened it up to find 3 more pages of similar questions that didn’t really address the reason I had called customer service: the Keyspan website wouldn’t let me submit a change of address for my account when I moved.
I’m intrigued by the act of sending a physical dollar bill in the mail to customers who called in to customer service, but I wonder what the return rate is for their 4 page survey. Maybe that dollar bill would have been better spent getting the survey down to a single page, or fitting it on a postcard, or even digitizing it. The point, beyond the token gesture, is to get a response from me. To do so, they should reduce the steps required for me to submit a response.
UPDATE (7/17): I received this postcard follow up in the mail yesterday… and I’m still not planning to fill out the rest of that 4 page survey.
07/16/08 by mark in customer service.
Amen brotha. Always blows my mind when marketing people take over and come up with really clever ways to get your attention, but once they have it, they do nothing useful with it. Like Chef Ramsey says when running a restaurant, don’t waste your time and money on gimmicks to get people in your restaurant. Just make good food and the reputation will carry your business much further.
And for god’s sake people, get with it on the websites, paper is dead.
~ 12:14 pm on 07/16/08@Mike. Well said. Yea, I wonder what percentage of Keyspan’s customers have a computer and internet connection, and would complete the survey online if given the option. The more I think about it, it may come down to the “digital divide.”
~ 10:32 am on 07/17/08