The Dangers Of Ignoring Customer Feedback  - Feedback Ferret

Tiny mozzarella balls spark customer feedback anguish

I finished the customer feedback research I was doing and thought about my lunch – I fancied pizza.

Whilst glancing at the Domino’s online menu, I noticed they had added some new stuff to the menu. The tomato and mozzarella salad looked good – it would go perfectly with my medium sized margarita. Maybe a bit pricey, but hey, why not just go for it – it is Friday after all.

I placed my order on-line. That was easy. The delivery arrives on time (even easier). Great customer experience so far.

I delved into my lunch. As always the pizza was delicious and of the standard that I expect BUT the salad was a different story. 3 teeny weeny mozzarella balls?  The whole core of the lettuce?  And 4 bits of tasteless tomato? Definitely not worth the money. Meh!

It was time to give them some customer feedback.

customer feedback

The handy sticker on the box contained a URL which I entered. I subsequently faffed around with the instructions, needing to enter 6 different bits of information before I even started the survey. Why all that has to be put in when we know there’s clever technology that can tell everything you need to know from one reference number is anyone’s guess.

The customer feedback survey finally started. Oh no. It was one of those “lose the will to live” surveys. I only wanted to tell them about the salad!

But alas, I persevered in the hope that a completed survey might mean they would apologise or even offer a refund for the salad. If they don’t get my customer feedback, how can they improve?

I diligently went through all the questions about the new food offerings waiting to see the magic question about the salad – or even better, give me a blank box which lets me just get straight to the point. I managed to put a comment in a box intended for something else to try to convey my disappointment. Oh well , at least I’d told them – surely they would at least offer an apology?

2 weeks later, no response, no apology – nothing!

One week later and it was time for the monthly team lunch. And someone suggested Domino’s pizza.

I piped up: “Absolutely not – the salad was a waste of money – I told them it was rubbish and overpriced and they didn’t bother to answer me. Let’s have a curry instead. “

The local curry house was delighted to see us again. “It’s a pleasure to serve you again – this is becoming a regular thing!  Nearly every month you spend about £200 with us – I appreciate your custom. Have some free poppadoms!”

The moral of the story…

A word of caution:
Had I been given the opportunity, I would have rated my experience  7 out of 10 and then gone on to explain why (the pizza was delicious, ordering was easy, it arrived on time BUT the salad was bad value for money and of poor quality. So beware of ignoring feedback comments from your high scorers – you may be missing out on vital insights.

In the survey, they asked a lot of questions, most of which I was able to answer positively – I even had to comment on the driver’s appearance – and this is the reason they don’t know their new salads are rubbish. They are quite simply asking the wrong questions!

If you want to know more about how our Text Analytics can ferret out everything you need to know from everyone’s feedback comments, drop us a line.


By Sonia Sparkes, Sales Operations Manager