Mar 1 2010
Traffic Light Feedback got stuck at a red light, never to turn green again.
There are many types of software and tools out there that measure and manage stuff. HR, finance, accounts payable, the normal buffet of business functions, if you will. But almost immediately after checking out Traffic Light Feedback, a light – pun severely not intended – went off in my head: who, exactly, really measures customer satisfaction in a simple fashion? I mean, good grief, it’s the single most critical element to anyone’s business. The closest thing we have is CRM and customer satisfaction surveys, but that is too cold, too mechanical. Seem to me like these platforms let you track employees at your client business, track your interactions, manage meetings, etc., but it’s quantity over quality. I’ve never really seen it done effectively first-hand (but then again, I didn’t escape the circus until I was 29.) Nonetheless: how can you consistently get buy-in from users to track their happiness? And why isn’t this a huge component of business software out there? What am I missing here? Could you repeat the question?
Traffic Light Feedback (TLF) can manage every aspect of your customer feedback requirements. With TLF, you can upload your customers quickly and easily, manage multiple feedback questionnaires, and even brand the system with your corporate color scheme and logo. But what makes it sing is this: it takes the age-old work of measuring customer satisfaction and applies a simple, elegant solution: the red, amber, green traffic light model to help you act quickly. Your customer selects one of the three colors – you determine what each color means – and you act accordingly. None of this silly Venn Diagram business. No 1-10 scale. No fluffy Wharton MBA paradigms and 2×2 matrixes. None of that prep school lacrosse-playing-sweater-around-your-neck mumbo jumbo. What are these people trying to prove? Can’t we get beyond our fixation with class inequities?
Here at SlapStart we always try to view each site and solution through the prism of the user experience, and in the example of TLF, me likey. Think about it. You’re a customer, and unless you’re livid, you likely won’t make a huge effort to get in contact with the offending business. But, nonetheless, the business reaches out for your feedback. “Take a few minutes to go on line and take our customer survey,” it may say. You scoff. You have better things to do. And if you do go, there are too many words. Words make you dizzy. How did they come up with so many? Flip open to any page of “War and Peace” and you vomit instantly. So what’s better than words? Shiny, pretty colors. Colors like you find in the rainbow, or in a glistening Pacific sunset, of in the eyes of your first love, Michelle Yacenda (whom, last I heard, really took a hit when the Ft. Lauderdale-area housing bubble burst.)
TLF is easy, fast, and customizable. Here are the steps:
- Add your own logo and corporate branding.
- Upload the email addresses of your customers into the system.
- Tailor the wording on your Traffic Light Feedback template(s).
- Click to send.
- Sit back and wait for the customer feedback.
Here’s an example of a sample feedback request you can send to a customer:
You can then collect data on the feedback, react to address customer concerns accordingly, and continually monitor those who are persistent problems and who, if need be, must be “erased.” (my words, not theirs.) A summary of these features can be found
In closing, I’d like to do a little exercise with you. I’ll name some stuff and you tell me what they have in common: A fork. Skull and cross bones. Someone giving the thumb’s up. A spoon. A spork. Traffic lights.
OK time’s up. Answer: these are all things that most people universally know how to interpret or use. People are comfortable with them. Their meaning (e.g. “Danger!” “Good job!”) and utility is engrained in their psyche and the tapestry of their experience. Apply these symbols and objects to a task, and poof! people intuitively know what to do. And that, in a nutshell, is the subtle elegance with Traffic Light Feedback: by super-imposing the traffic lights to the customer satisfaction measurement experience (CSME?), it takes the pain out of the process for the customer and business like. Simply put, you don’t have to be a Wharton MBA hot-shot – whom I very much vehemently despise – to slip on this metaphorical glove. And Lord have mercy, what a pretty glove it is.