I recently purchased a new cooker. Living in rural Dorset in the UK, the old one was literally killed by a mouse. So on to the internet, order something that seemed to have the right features, the right size and the right price point.
2 days later the cooker turned up, was wired in by the Currys delivery driver (which in itself surprised me). I registered online as per the big sticker on the cooker, the big sticker on the manual and the big sticker on the box.
A month after that I received a CSAT survey from Zanussi. I ignored it. Normally I do go ahead with these - I'm part of the industry that uses this data after all. I a) find it interesting how others do it and b) owe it to other CX professionals to do it. This time I did not. It was a combination of being tied up in other stuff (I'll do it another time), but also the fact that the message stated it was 2 questions and therefore it can't be that important.
Fast forward another week and I received a second email from Zanussi. This time with a title that spurred me into action; "A second chance of rating your Zanussi cooking experience".
A second chance. It's almost like it's a threat. What if I didn't take this second chance ? Would they turn up and remove my cooker ? Surely it's a second chance for me, their customer, to take time out of my day and give them feedback ? It's a second chance for them to gather some valuable data for their product lifecycle. It can be read as friendly, sure, but I saw it as rather passive-aggressive.
So I read on. "Your feedback is extremely important to us and allows us to offer a high level of product experience to our consumers. Our two question survey takes just a few minutes to complete." - if it's extremely important, why is it only two questions ? What possible deep insight could Zanussi gather from my answers to two questions ? I had to assume, therefore that this was going to be the standard old NPS test. Will I recommend Zanussi to my friends, and tell me a bit more about why. It was.
My problem with NPS is that it's a moment in time, and I never know what I am actually rating. I purchased it from Currys - and they've already directly asked me whether I would recommend them to friends and family in terms of delivery, price, stock choice, friendliness of staff, etc. So as far as I'm concerned I am now rating only the appliance. Would I recommend it ? Well if someone needed an electric only cooker that fitted in the same size space as ours, was in stock, wasn't brushed aluminium or white and was available for delivery in the next 2 days, then actually there were only 2 choices, both Zanussi. So yes I guess I would have to recommend them.
My other problem is that it appears to be a quite sloppy implementation of NPS. It's almost as if it's a metric that someone somewhere in Zanussi has decided will be measured quarterly, and the quickest implementation was a 2 question survey. Tick in the box, we've now got NPS nailed. Do they really, truly, used this data to derive product insights, improve the Zanussi customer experience, actually change anything of worth within the business based on the real data ? Arguably if this was the case, it would by definition have to be more detailed that the questions that are asked.
I may be over-reacting because familiarity breeds contempt. The second page was structured OK, asking for a multiple-choice option of what areas that Zanussi should focus on for improvement. Some of those areas were things like delivery, which Zanussi did not manage, but at least they were getting into a bit more detail.
As it happens there is a minor, but fundamental, flaw to this appliance. The metal grill tray does not come supplied with a handle. It gets incredibly hot. This would be a major health and safety issue for a family with young kids. I mentioned this in my "any more feedback" box, so it will be interesting to see if I get any follow-up or further responses to my feedback.