Consumers are quick to voice their opinions online. They're also quick to voice their opinions among family and friends over coffee or cocktails. But they're not quick to tell people who work in restaurants and retail, face-to-face, how they feel. I'm not entirely sure why this is, but we should start doing so more often...
Over the weekend I made a trip to Bed Bath & Beyond. I was looking for a couple odds and ends with one of those things being a folding card table. I thought BB&B would have one. They didn't. Not a big deal. So when I got up to the register, the checker asked the six word question that all of us have heard for most of our lives: "Did you find everything OK today?"
For years I've been doing what most people do and mind-numbingly answer "yes" in hopes of just avoiding a conversation at check out. But this time, I said: "Actually, no man, I didn't... I was looking for a folding card table and you don't seem to carry any." I think it was the first time a customer said something like this because the checker didn't quite know what to do with the conversation. My hopes in telling him was simply that he would document the comment and then, through appropriate BB&B channels, tell someone. Who knows, maybe lots of customers have asked about folding card tables...
The same thing happens at restaurants. We go out to eat and receive an average meal. It wasn't bad, but it wasn't great either. So what happens? The server comes out and asks the three word question all of us have heard most of our lives: "How was everything?" From my experience, eight times out of ten, we simply say, "it was good," only to complain about things on the walk back to the car.
We're vocal when we love or hate something. But what about everything in between?
Let's be honest and upfront with retailers and restaurants. It doesn't have to be uncomfortable... Be cool, it's all in the delivery anyway. If the steak wasn't hot enough, let them know. If the music seemed off, tell them. Just do it in a classy, casual way. These places need this feedback, especially these days. They want to get things right. It doesn't have to be on a comment card or online forum. Imagine the collective effect that would result if everyone was direct (albeit in nice, constructive ways) about their experiences? As shoppers, we might get things the way we want them after all.