It is interesting to observe organizations’ attempts at creating a good user experience. After using a website or app a few times, maybe even a few minutes, the inevitable survey pops up. It might ask, “how satisfied are you?” or “would you recommend us to a friend?” When given an average or poor score, they nearly never ask why. No one calls or emails. The survey rarely allows us to fill in our own answers.
It seems as if organizations have become incurious about users’ real wants, needs, and perceptions. So the user experience has become a game of metrics. How can we trick our users/customers/consumers into spending more time and attention on our platform?
Associations never do this, do they? Except, are we always curious? When a member voices a concern, do we ever feel a niggle of annoyance? It is hard not to feel defensive. It’s even harder to overcome that defensiveness and decide whether the feedback is important. And if the feedback is important, are we ready to do something constructive with it?