Beware the automated "How did we do?" trap!
One of the downsides of technology is that automation can be so easy that we wind up annoying our members and customers rather than helping them.
Case in point: I recently purchased tickets for a Broadway show via StubHub. The day after attending the show, I got an email from StubHub asking me "Tell us how we did!"
Tell you how you did?!? You sent me the tickets and they worked. Isn't that what's supposed to happen? I mean, what else can we say about this transaction?
With automation, it's easy for StubHub to follow up and ask me the question. But the problem is, EVERYONE is doing this. So every time I buy anything from anyone, I get an automated survey asking me for feedback. So what do I do, every single time? I delete the email.
Which is exactly what your members do.
I'm not suggesting you not ask for feedback from your members and customers. But I am suggesting you consider how and when you ask for that feedback. An automated email is almost certain to be ignored.
Wes's Wednesday Wisdom Archives
Have the courage of your convictions
Have the courage of your convictions Having the courage of your convictions means you’re willing […]
Even your online directory is out of date!
Even your online directory is out of date! Back in the day of printed directories, […]
Start small
Start small When I work with my clients on projects that involve measuring member engagement, […]
Some context, please
Some context, please A pet peeve of mine: A report about associations (e.g., marketing benchmarks report) where […]
Eventually automated emails get ignored
Eventually automated emails get ignored During the discovery and development phase of implementing a new […]
The challenge the AMS providers see
The challenge the AMS providers see Over the years I’ve asked AMS providers what they […]
Be careful about “solutioning” too quickly
Be careful about “solutioning” too quickly One of the great things about software developers is […]
What’s our next action?
What’s our next action? As you can imagine, I spend a lot of time in […]
Don’t automate for the sake of automation
Don’t automate for the sake of automation I’m the laziest person in the world. I […]
Don’t forget about what got better
Don’t forget about what got better Negativity bias is the tendency to focus on only […]