Companies need to put their money where their mouth is the message that Greg Adams is sending in his article You call that market research? and not for the love of it.

The bee in Greg’s bonnet is that a large number of online customer satisfaction surveys invitations he has received come with no incentive i.e prize draw, discount coupon etc.

But what bugs me most is what seems like an increasing expectation from many companies that we’ll do it for nowt. Just offer feedback for the love of it. Last time I checked, this was called market research…and business in its own right, and a multi-billion dollar one at that.

Greg asks where is the incentive and this is the response.

A reply duly pinged back from NZ Post’s representatives. “Hi Greg, Thank you for your email. In regards to any incentive, the feedback and comments that New Zealand Post will be utilising should be a direct benefit to you through improved service and products.”

Just think about it for a minute. Surely asking someone to give their time freely is at best cheeky and at worst, well, bloody cheeky. What’s wrong with some measure of reward? There are plenty of companies that put their hands into their pockets for a prize draw for respondents, a discount coupon, or something like that. Those I’ll help.

But to my mind there seems to be a bit too much of this freeloading going on. So, if you’re asked, just ignore it. That’ll teach them.

I have to say that I agree with Greg’s point. Offering an incentive to your customers is important for a number of reasons. They include;

• Higher response rates.
• A chance to reward your valued customers and create a feel good factor.
• A chance to build business – offer a discount coupon for customers who participate.
• Good PR opportunity – publish the names of prize draw winners.

If you want your customers to help you improve your business, a wee reward for their time and trouble is the least you can do.