Indigo Working Hard for Customer Feedback

Chapters Indigo is embracing feedback in a big way.  A recent receipt includes two (!) separate feedback systems!

In blue and stapled to the receipt

Win an iPod!  What's an iPod?

To enter the contest, I need to key in a some fields from my receipt including store code.  Can you find it?  It's there!  The survey is 60 questions (with a mandatory free form essay question) and then you must provide your phone number to be entered.  In general, this is a high-hassle contest.

There's even a telephone option that takes "5-7 minutes" to enter the contest.  On my attempt it took me 11 minutes - I did make some mistakes...

Printed on receipt with QR code

A nice, easy to scan QR code - small data size and black on white makes this QR code easy to read with even a slow phone.

Totally separate from the survey contest above.  This is a link to a Facebook application.  Once identifying yourself and providing your "idea" in a text box, your idea appears on the Chapters Indigo Facebook page.  No survey, no incentive.

Do better

Shorten your survey.  60 questions is like taking an exam - your customers will be pissed off and you will have a lot of abandoned surveys after about page 1.

Have 1 feedback approach - what do you gain from separate approaches except more overhead and confusion?  Obviously you can print what you want on your receipt.  Why not use your printed receipt for your survey instead of a highly dubious Facebook application?  Scrap the Facebook application - you can ask for ideas instead of the essay format question on your current survey.

While you're changing your printed receipt, show your customers you respect them and carry the date, store code, etc. in your QR code so a customer doesn't have to do busywork to participate.