Survey Says: A Taste of Good Customer Service
When customers open a package of mail-order Fairytale Brownies, they’re greeted by more than the wafting aroma of chocolate. They also encounter a survey-sweepstakes card. If they answer a few questions—such as “How did the brownies taste?”—and return the postage-paid survey card within 30 days, they are entered into a monthly drawing for a dozen more Fairytale Brownies.
The sweeps prize works because, well, few people don’t like free gourmet brownies. And, since the drawing is held monthly, recipients have a good chance of winning. Fairytale’s whole presentation is fun and friendly, and welcomes customers to participate and comment. And they do: 2,600 surveys were received in January.
But what does Fairytale Brownies want with the responses? “We first started doing it to acquire names, but now it’s mostly for quality control,” says co-founder Eileen Spitalny.
Much more comes from the information, though—namely strong customer relationships and ideas for giving customers what they want, such as new brownie flavors. But this information is not the company’s intention. Fairytale Brownies understands the value of a happy customer and uses the cards to keep customers satisfied. “We ask if they would like customer service to contact them in response to their comments. If they ask us to call them, we will,” explains Spitalny. “If they choose fair or poor for anything, we [also] send more brownies.” In January, the company made some 30 calls in response to customer requests.
Still, it’s hard to ignore the survey’s value as a testimonial pool. The quality-assurance crew at Hershey’s Chocolates even submitted a survey entry recently, and noted that the brownies get a five-star ranking from a team of professionals who taste chocolate for a living, laughs Spitalny. Testimonials don’t get much better than that.