It’s been a while since I shared a UX win, that certain something an organization does that keeps the user or customer in mind.
And does it in a way that makes me appreciate the care they took to focus on users/customers.
You know, an organization that crafted a
- Meaningful message
- Website page or application
that makes it clear the organization took the time to consider their users or customers.
And that’s what happened to me this week when I had a meal at one of our local restaurants, Olga’s Kitchen in Canton, Michigan.
Olga’s Kitchen is a well-known restaurant group in our area. They started their business in a nearby community in the mid-1970’s serving gyros-type sandwiches.
Over the years, they’ve opened multiple locations in Michigan.
Our local Olga’s restaurant has become one of our favorite places to eat. The food is good, served quickly, and the customer service has always been top-notch.
One day after I ate there, I received an email message with a link to their online survey to complete. I was happy to submit my responses.
It wasn’t the typical 10-20 question survey. Rather, it was similar to the Home Depot survey I wrote about in 2017.
A two-question survey!
Shows me they care about their customers.
As I’ve written in the past, I’m always interested in surveys. There’s always something to be learned from:
- How they designed the survey
- What questions were asked
- What words were used
Read on to learn what stood out for me in their survey.
Olga’s Kitchen Feedback Request
I didn’t only like the survey Olga’s sent, I liked the email message they sent asking me to complete the survey.
What did they do right?
- Subject line was clear and concise: Olga’s Kitchen Feedback Request. I knew exactly what they were asking.
- The message was all text. Sure, I could have enabled images, but nothing in the message required me to enable images. Which I don’t do on my smartphone email. Easy to read.
- Set up expectations quickly. In their third sentence, Olga’s said “Please respond to two quick questions that will take you less than 30 seconds to complete.” I knew the survey was short and would take little time to submit.
- Clearly display feedback link. There were only two links in the email message. And the feedback link was the first.
- Thank customer for feedback. Be mindful of customers’ time and thank them for taking the time to give feedback.
- Provide option to top out of further requests for feedback. This was a first for me! I don’t believe I’ve seen this in restaurant surveys in the past.
Not everyone wants to provide feedback and here’s a quick way to stop Olga’s from sending additional requests for feedback
And the survey?
One question asked me how likely I was to recommend Olga’s Kitchen to a friend or a business associate, on a scale of one to 10.
A scale with radio buttons where one represents not likely and 10 represents very likely.
The second question asked me to provide additional feedback in a text area. Which I gave.
Less than 30 seconds later, I was done with the survey.
It was quick, easy to understand, and offered me the opportunity to share my additional feedback in text.
As a customer, that’s the kind of survey I’m happy to complete!
As someone who reviews surveys frequently, Olga’s did an excellent job of staying focused on the customer.
Could Olga’s improve the survey? Not the survey, but I noticed a couple issues in the message where wording could be changed.
- Change “Click here” to give your feedback” could be changed to something like “Give us your feedback.”
I’m not a fan of “Click here” due to the mobile devices and other digital devices that we use without clicking.
- I would also change “Click here if you do not wish to receive further requests for feedback…” to something like “Update your preferences if you would rather not receive future requests for feedback….”
Olga’s Kitchen created a customer feedback survey with the customer in mind. The small details stood out for me.
From crafting an email message that set expectations to creating a short survey that was easy to complete and send your feedback.
Well done, Olga’s! I call that a UX win.
When was the last time you sent feedback in a two-question survey?