By Chris Cardinal on November 30th, 2009
Netflix is a company built entirely around efficiency. When you deal with the volume Netflix does, every penny, every action, every little detail counts immensely. Take their mailer: Over the years, it has evolved from a cardboard-backed affair, to a paper-based piece with a foam insert, to today’s design: thin, simple paper. (They determined the breakage rates didn’t decrease enough with the padding to make it cost-effective.)
It’s no surprise then that they’d take the time to get surveys right. Netflix (like most companies trying to make a profit) has a need for constant feedback from their customers. They want to know how their distribution system is working, where there may be bottlenecks, and other things like how their new instant streaming service is performing. Instead of producing staid, time-consuming, multi-page affairs, they send an email with a single question.
In my most recent survey, that question read “How was the picture and audio quality?” Simple enough. The real stroke of genius lies in how the user is asked to respond: Three links are displayed, each with a different quality option: “The quality was very good”, acceptable, or unacceptable. You click the link and your survey response is sent. Done. That’s all there is to it.
The survey requires exactly one click to respond to. Users aren’t asked to login, fill out demographic data, attempt to remember details they aren’t likely to, or even read anything to qualify their answer. They are given three relatively unambiguous options and clicking the link from within the email submits their response.
Since not every company has the luxury of being able to boil their customer feedback loop down into simple multiple choice questions, let’s look at a few key points almost anyone can replicate: Read More »