A simple statement …. and a big impact.   Mexican Insurance Store, an online insurance seller in Mexico (obviously) demonstrated clearly that small tactics make as much difference and big investments in technology and expertise.

The company followed a standard ‘best practice’ of adding free-form comment box at the bottom of its recent CSat survey.  But they took the call-to-action one step further than most companies by noting that the comments would reach the desk of the company president.  A small tactical move (and a significant commitment to customer centricity) seems to have had a dramatic impact on the quality of comments received. 

Our take is that this small bit of language addressed the biggest hurdle to customer proactiveness on CSat surveys: a lack of belief that their voice will lead to action.  Suggesting that the president would give the comments his attention simultaneously:

1. Shows that the company is not just ‘going through the motions’ with the survey
2. Ensures that valid comments will be actioned — since no one has more ability to drive action than the President of the company
3. Put a person at the receiving end of the survey — someone who customers could feel they are talking to.

Small tactical move … big potential impact of the impact / ROI of the survey.