Survey This, Survey That
Suddenly, they are everywhere: in letters, emails, on little cards handed out by servers, and on cash register receipts. Major retailers and restaurant chains want my opinion of their service. We want to hear what you think! In return, I get a freebie, a coupon, or entered into a contest.
Recently, curiosity got the better of me and I filled out a few online surveys. I'll give two examples.
The first is from a clothing retailer known for brand-name bargain prices. This survey asked a lot of questions focused on availability, variety, and price of merchandise. There were questions about specific areas of the store (we were school shopping as well as general shopping). And there were many that related to cleanliness and general upkeep (the clothing racks, the fitting rooms).
The second is from a popular nationwide restaurant chain catering to families and sports enthusiasts. While there were a few questions about the meal – temperature, completion, and speed of delivery – most were about the service and wait staff. There were many specific questions about the demeanor and attitude of our server. Was she helpful? Did she explain the menu to us? Some questions even asked if we heard a specific statement or question from our server.
Both focused on product – bargains vs. an experience – that impacts market share. But I also had this epiphany: what we ask customers tells them what we value.
Thus, asking a patient Was your bill timely and legible? is quite different than Was your privacy respected? The character and number of such questions describe the cultural values of your organization. That goes for patients, job applicants, and even new hires. What we ask tells who we are.
Hospitals are jumping in with public reporting of performance metrics such as HCAHPS. Asking consumers what they want to compete in offering services isn't new to healthcare, but changing a culture to focus on these tools may be in some cases. And that's probably a good thing if it helps patients make better choices.