Survey madness again

Can Kathmandu do mad? Yes they Kan-mad-du.

For years retailers have been engaging in the annoying  practice of asking customers to fill in a meaningless surveys to rate their performance. They are meaningless because the respondents are not a genuine random sample, the questions asked are often ambiguous and sometimes downright leading in the responses they are trying to elicit, and because the results of the survey probably just end up in some inscrutable graph in a PowerPoint presentation of a middle manager in the quarterly sales meeting.

On Friday I experienced a new extremity of survey madness when I made a purchase at Kathmandu. When I went to pay for the purchase with a credit card, the staff member asked me to key in ‘Yes’ or ‘No’ to answer the question on the screen which was something like “Did you find us upbeat and friendly today?” Yeah, so asking customers to answer that while the staff member watches on is going to elicit reliable data. Not.

The December quarter saw a 37.4% improvement in upbeatedness!

 

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