"In my time working at a movie theater, I’ve recognized one major,
recurring issue for customers: theater satisfaction surveys. They are
explicit and clear that the customers are supposed to be rating ONLY
their experience with our theater and staff, our cleanliness, how
courteous we were, etc. The forms clearly state that they are NOT for
rating the movies customers saw. Yet, many customers are oblivious, and
will give our theater and staff low ratings because they saw a film they
didn’t end up liking."
The cinema chain needs to provide a way for their customers to do what
they actually want to do, which is rate the movies. They may have to
create a second form for that purpose, otherwise people will continue to
misuse the existing feedback form which is currently resulting in bad
data that could harm the business if they continue to rely on it.
This is similar to people who design walking paths in parks - it's best
to observe where people actually walk before laying down concrete,
otherwise you'll end up with additional foot-worn paths along the routes
people actually use.
*** Xanni ***
Chief Scientist, Xanadu
Partner, Glass Wings
Manager, Serious Cybernetics