How do you elicit feedback from your customers? Pop-ups on your website? Emails?
Well, back when dinosaurs roamed the planet, none of these methods was available.
So you had to resort to other methods.
Corporate comedian Jan McInnis likes to share stories of her early days in comedy, when she was working comedy clubs instead of corporate conventions. Comedy clubs feature several comedians a night, and some do better than others.
And sometimes the same comedian gets different reactions from different audiences.
McInnis was once booked at a club for a week. The club owner was there for the first show, which went great. The owner went on a trip, and as McInnis relates in detail, she bombed for the next several shows. Afterwards, the club owner returned and asked how the week went.
“My first thought was to say the shows were fine and pretend that I didn’t notice the silent stares from 7 separate audiences….BUT I knew she’d see the comment cards and then know that I was not only a terrible comic, but a liar.”
Ah, those pesky comment cards, the dinosaur era version of Google Forms or Adobe Experience Manager Forms. (Gotta promote my favorite AEM consultant. But I digress.)
I won’t give away how McInnis answered the question (read about it here), but I will say that honesty is (usually) the best policy.
But regardless of how you survey your customers, the very act of doing so provides you with important knowledge. Not just data—knowledge.
(Bombing wildebeest comedian from Imagen 3)
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