How are we doing?
I hate filling out customer satisfaction surveys. I don’t like “how are we doing?” emails. And I always ignore those pleas at the bottom of a receipt asking me to call a number to provide feedback with the chance to win a gift card.
It’s not that I don’t want to share my opinion. It’s that I don’t want to go through the hassle of managing paper, or calling a number, or going to a webpage. I just don’t want to be bothered.
And yet, the other day I did fill out a survey at a restaurant. They were testing a new system where I could pay at the table. And at the very end of that payment process, a single screen asked me to rate my experience. And of course I did. It was just so easy.
Three minutes of brushing
You may have an electric toothbrush. Dentists for years have been recommending these because they do a much better job than brushing with a manual toothbrush.
It’s clear that the high-speed movement of the brush head removes plaque better. But there’s a secret hidden in almost all of these brushes: the timer. Many of these include one to help you brush for a full three minutes.
I’m willing to bet that very few people actually brush this long with a manual toothbrush. And it would be incredibly inconvenient to have a watch or timer to ensure you do.
You were already going to.
In both of these cases, a normally inconvenient task was turned into something simple and easy. But easy alone won’t usually cut it with your busy customers. They just don’t have the time and won’t make it a priority.
What’s often needed is to make it easy and bundle it with something they were already going to do. Just one or the other usually isn’t enough.
Do you have other examples where something inconvenient is bundled with a transaction or task you were already going to do?