I ordered pizza from Domino’s Singapore yesterday for lunch, and had really great experience every step of the way – from the phone operator who took my order, to the delivery man, to the manager who followed up with me because they forgot to pack one of the items in my order (they had it re-delivered within 30 minutes).

Today, I received a phone call from a customer service person, who wanted me to do a “2-minute survey” on my experience with Domino’s yesterday. Great! I’m happy to oblige, because I had a great experience.

She started off well, informing me of the purpose of her call. Then we delved right into the survey. The first question was something like:

“Which of the following 2 would you consider to be of greatest importance to you when choosing a pizza delivery service?”

1. Delivery within 30-minutes
2. Quality of pizza
3. … *I tuned out* (There were a total of 5 or 6 on her list)

Companies who want to get feedback on users’ experience ought to do it online! Please consider that by the time the tele-surveyor gets to the 3rd or 4th item on the list, your target respondent might have forgotten what the first 2 items were.

Here’s some free (and easy to implement) advice:

When your rider delivers the pizza, pass the customer a brochure that tells them that if they participate in an online a customer service survey (using a code on the receipt), they stand to win a value meal for 3 pax worth $30 (1 winner daily)!

That way, you save on headcount (telephone surveyors), and you get all the data compiled for you automatically. Plus, you get more people visiting your website, and then you can work on your conversion from those visits.

In case you’re wondering how the survey went, I asked her if she had the survey online, cos I can’t focus on the long list she was reading out to me. She apologized, thanked me politely, and we ended the call. Perhaps someone from Domino’s will contact me by email / Twitter to do the survey online instead.