If you think of the app of ride-sharing giant Uber as an example for how to collect customer feedback, think again. (For those who havent used it recently, here is how it works: After a ride, Uber asks you to give a star rating, and it displays buttons such as professionalism, driving, and music for customers to click on.)
My colleague Faith Adams and I geek out on sharing examples of surveys with each other. And recently, Faith shared her Uber feedback experience with me. Uber has over-indexed on scale and convenience. That comes at the expense of a customers ability to share their individual feedback.
To prove my point, Ill first tell you what happened on the
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