TWO simple truths for school communicators hidden inside of “big data” – SCN Encourager

There are more hidden truths, but I’m stopping at TWO.


I have knucklehead-itis.

And no, this fact isn’t one of the hidden truths.

But you already know this.

My knucklehead-itis is an inherited genetic condition, and there’s not much I can do about it.

I just have to work within my limitations.

Besides, although I’ve never had this affliction diagnosed by anyone holding more than a GED, there’s no need.

There’s no way I’m going to give up my classic “inherited genetic condition” excuse.

It’s been a winner for me since 8th grade.

So I’m only going to pass along two gems today.

And they both happen to be connected to customer service and satisfaction surveys.

In a podcast I listened to while getting ready for church yesterday, I heard a marketing expert (with deep experience at Amazon) say that customer service surveys are way over-rated.


Customer service surveys are way over-rated?!?

Hearing this, I stopped getting dressed and sat down on the edge of the bed with my notecards and a pen in hand.

The expert explained.

“Amazon is a leader in consumer research and uses it with great success,” he noted. “But even at Amazon, we struggled with the steady gush of big data and statistics. Most of it is a waste of our time.

“However, when we looked beyond the numbers to see what our customers were telling us, though, two hidden truths consistently jumped out at us.

“Number one, customers told us they appreciated that we made things easy… and number two, they told us they appreciated that we used their names and remembered who they were.”

It couldn’t be simpler.

#1 Make processes easy.

#2 Use the names of customers and remember them. 

Since Amazon’s built up a sizable customer base by paying attention to these things, I wonder if their approach could work well for us.

Do we regularly discuss with our teams how (or where) we could make something (anything) easier for our parents to use and access?

Do we routinely discuss with our teams how we could better learn the names of our parents and also improve how we “remember them” in new and tangible ways?

Good questions, for sure.

And they’re the kind of questions that Amazon uses to stay on top.

I was intending to have some good answers for you, too.

But I didn’t have any time.

The next words I heard were from Cindy, who had just entered our bedroom.

“What? You’re not dressed yet?” she said. “Turn that off and get going. I don’t want to be late… and don’t even think about giving me any of your inherited genetic condition crap, either.”

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