A fascinating cautionary tale from Customer Experience Research Scientist Peter Kriss on the HBR blog. 

Offering an easier to access customer satisfaction survey to hotel guests resulted in an unexpected drop in ratings.  Guests who otherwise wouldn’t have bothered, chose to give feedback using the easier system.  The consequence is greater insights from a wider – but different – sample of customers.

“The distinction may sound subtle, but precisely whom you draw in via mobile has very important ramifications for the way you design your experience… and the way these new customers will — or will not — interact with your business.”

Business Strategy, Organisational Humanity, Technology