A bill poster looked down at me. In big bold letters the word “Good” was the main message. It was the fact that a local college had been graded as good. They clearly wanted everyone to know that an inspection had gone well. Afterall, the rent of street posters is not cheap.
So, for all the efforts of all the staff, and the whole educational institution their work was summed up in one simple word. Four colourful letters displayed to passers-by. To be categorised as “Good” is read as having crossed a line. It’s a positive statement and a long way from – fail. Equally, it’s a mile off – excellent. The trouble is that “Good” is such a bland word. We have such a wide spectrum of use for that word that it’s difficult to know what it means.
One wonderful comedy sketch is that of Statler and Waldorf in the Muppets[1]. The two argumentative elderly men master the art of heckling. They start by saying: “that was wonderful” and then “it really wasn’t that good”, then keep on going until they get to “that was terrible” before they sign off.
It’s a nice reminder of a range of opinions being like shifting sand. In the range of one to ten the word “Good” is smack bang in the middle. Probably the most inoffensive classification.
If you are like me, you will have experienced a stream of e-mails asking for an opinion. Surveys are the number one marketing tool. To lure us they often have prize draws or the prospect of a giveaway.
“As a valued customer we welcome your feedback”. “We wondered if you could spare 5 – 6 minutes?” In theory, the fact that a business is interested in feedback is a positive. I like to know that a restaurant or airline is taking customer feedback. The hope is that feedback assists businesses in improving and developing their services.
However, an invitation to “share your thoughts” is reduced to box ticking. It’s almost as if we are still in the world of computers run on punched cards. These electronic surveys are constructed for the processor rather than that of the user.
They are quite checky too. Tick a particular box on a survey and another one comes up to ask – why do you feel that way? It’s almost as if you are required to justify a freely given opinion and threatened with being ignored if you don’t.
For all the above customer surveys have been a part of the landscape for since the early days of the internet. Categorisations put a stamp on what we think. It’s crude. Sometimes it’s merely a set of five stars with a request to choose one. Cantankerous opinions are mixed with indifferent answers. The aggregation of a pile of data can make the results as bland as tasteless soup. This can then be pasted into company reports. Thus becoming more of a security blanket rather than real feedback.
Let’s end on a positive note. This is a subject where Artificial Intelligence (AI) can contribute. Instead of box ticking why not have a dialogue with customers. Ask them what they really think. Imagine an animated AI version of Statler and Waldorf. Now, that would be fun.
[1] https://youtu.be/NpYEJx7PkWE
John Vincent 