Customer satisfaction forms: friend or foe?

Cycling along the canal path in Gloucester during my long weekend away, I was blissfully unaware my every move was being tracked.

From picking up my wellies at Tesco, to the much needed caffeine pit stop at Costa, my loyalty and debit cards (all linked to my personal email account) had activated ‘customer satisfaction’ and ‘feedback forms’ to flood my inbox.

I was even asked to review my granddad’s navy striped pyjamas, which I had bought for his birthday (well, they’re not my size or my style), and to rate my stay at Travelodge (for £20 a night I certainly can’t complain).

Now, I’m one of those people who loves to sign guestbooks and leave restaurant and hotel reviews online. But to me, it seems a little intrusive when emails detailing my every purchase land in my inbox just a few days later.

I believe customer feedback is important for companies and retailers to highlight any areas for improvement or to praise the service or staff.

But I’d like to do it of my own accord, not because I’ve been ‘invited’, or am ‘obliged’ to help that particular retailer maintain its current rating.

How will it be in the future once all the companies have caught on to this tactic?

Just imagine:

  • Tue 23 September 2014, 9:17am, Southeastern trains: How was your daily commute?
  • Invitation from Morrisons at 14:38 to rate my ham sandwich.
  • Facebook, 00:01: Happy 30th, how do you feel?

How do you feel about those feedback forms?

Does it encourage you to leave your comments or do they filter through to your spam folder, both literally and in your head?

Let us know in the comments section below or in the MSE Forum.