We started getting
customer feedback by putting cards in the product and calling them directly.
The feedback wasn’t good. People said the product didn’t live up to their
expectations. They said customer service was poor and it often took a week to
get a reply. Some said our staff were rude. The phone survey and the cards
showed the same pattern.
The team questioned the
research method. They said they didn’t get any complaints, that they reviewed
every customer letter and monitored response times. I decided to do two things:
read all the comment cards and call customers myself. What I read and heard was
deeply disturbing. My team wasn’t telling me the truth. They were hiding real problems
we had with our customers.
I gathered everyone
together and told them what I found. I told them that from now on every problem
should be brought to my attention. I also told them every product would have a
survey card with my name and telephone number on it so that I would know what
was really going on. If we start a company based on hiding data, rejecting
market feedback, and ignoring facts, our business is doomed.