morningboy.space

I was at Pantaloons yesterday evening. Was standing at the payment counter when I noticed a feedback collection box. There were just two filled forms in the box. I was intrigued. In the whole day, a big store like Pantaloons just got two shoppers to write feedback! This being a festive season, the number of shoppers is definitely higher. I was intrigued. Wanted to see the feedback form.

I couldn't find the blank feedback forms, so I asked the executive at the counter. He handed me one. Have a look:

Would one be motivated to fill out this feedback (a voluntary unpaid-for activity) form standing at the cash counter? Isn't it important for Pantaloons to get customer feedback? Or is it that they are doing so well and they are so confident about everything that feedback form is just a show of politeness? Or is it that Pantaloons wants to collect database?

Here are three important points to remember when designing a feedback form:

1. Voluntary acts require really strong motivation.
2. To evoke strong motivation, the act should be simple enough for the customer to not feel any 'pain'. This particular form looks scary; it asks for so many details that the first look itself discourages the onlooker to pick it up, leave aside writing.
3. Getting the customer to give his feedback is as good as knowing him. Act upon his feedback and you might win his trust and his business. His name and address and other such details might build your database and help you to send him junk mails but not help you to understand him and win his business.