Yatra - Customer Feedback
Recently I had travelled from my hometown, Patna to Bangalore. After completion of my journey I have received an email from Yatra. It was asking me for “Feedback on Flight to Bangalore”. The subjective title was striking. The email consists of banner and just below the banner, there is a personalised message requesting for the feedback along with a button “Submit your Feedback”. It was definitely interesting way to ask for feedback. I was also glad to see a punch line above the button, “Your opinion counts!”. This line was enough to motivate to submit a feedback. Moreover, It immediately built trust that Yatra would take this feedback seriously.
I clicked on the the button from the email and a new web page had opened. I could see the clear message “we would love to get your feedback” on the screen with button named “Continue”, there was no additional information such as text or graphics. It was really well designed.
I clicked on “continue” then survey started. I saw screen 1 of 4 with the generic pagination on header (top right corner) and below that I could see 5 questions related to in-flight experience with options of choosing experience. At bottom, I could see “Next” button. I gave my feedback for all 5 questions. These questions were well drafted. I clicked on next and got to see 2nd screen with similar questions for on-ground expeience with 4 questions with respective options and two button namely “Next” and “Previous”. I completed this and clicked on “Next”. I navigated to page 3. I was seeing a new question asking “how would you rate the airlines on-time performance”? I wondered why should I keep giving ratings. I have already given my opinion about in-flight experience and on-ground experience. They could calculate my over all experience based on this. I continued and saw 4th screen and again it asked for “how likely are you to recommend this flight to others?“ It was really too much and repetitive for me. Moreover, pagination on top header was also changed from total pages 4 to 5. I was amazed and wondered what I would see in screen 5. I continued and saw screen 5 asking for comment. That’s too much. Right?
If user is ready to provide valuable feedback, we need to ask minimum questions and avoid repetitive questions. More question can mislead to target user to click on random option and complete feedback form faster. Pictorial option is pretty nice for questions.
What can be improvised
1. Keep less questions to get valuable feedback.
2. Avoid reparative questions.
3. Fix bug of showing wrong number of pages on top header.
4. Feedback confirmation page can have some engaging content which can lead users to explore various services or products of Yatra.