That’s the title of a questionnaire I received lately from SwissLife (see also my other articles about SwissLife). Yeah, my opinion is so important that there isn’t even a way to directly contact the people responsible for the questionnaire…

The questionnaire itself is one of those questionnaires where I ask myself what their purpose is. It contains the usual general blah statements like “The customer service is fast” or “My customer consultant is friendly” which you can rate from “very good” to “very bad”.

Sure, you can probably derive some trends if there are enough customers answering the questionnaire, but that’s it. You may see that for example the customers think the customer service is slow, but you don’t see why they think so. And If you don’t know what sucks, you cannot fix it. Of course, you could create a new questionnaire to find out what sucks, but it takes time, and during this time you still suck…

I think a better way to get feedback from the customers would be to use the direct customer contact and to ask the customers directly which things could be improved for them. It will take more effort to evaluate such feedback, but in the end that feedback will be more valuable than a tick in a form field…