Customer Focused Innovation

I recently wrote a blog asking if survey invitations have to be boring. It wasn't until after I posted the blog that I was reminded of the ongoing debate regarding form versus function and realized that "boring" isn't the right word.

Based on the survey invitations I receive and ones I've prepared, the focus of the e-mail tends to be on the function of the message, but lacks attention to the form.

How many times have you received an invitation that is a couple paragraphs long and includes a blurb on why customer feedback is important and several details related to the survey? We all have because this is the function of a survey invitation.

But, do all survey invitations need to be alike? I don't think so and I think creating a better balance between the form and function can help.

For example, what if our invitations included customer comments, or stories from colleagues who use the feedback, or a cartoon that tells a story. Paying more attention to the form could reinforce the message and help set our survey invitations apart from others.

What do you think? Do you think we need a better balance between the form and function of our survey invitations?

Photo credit: Desktop Engineering

Note: This blog was originally posted in Customer Connection on 11/20/2009.