Maximise Customer Feedback By Making It Simple To Carry Out

by | Apr 18, 2018 | Market Research

The digital space offers a multitude of opportunity for businesses to gain insight into how their customers are experiencing their brands and service thereto. Simply having repeat visits to your website will tell you that customers are interested or intrigued by what you have to say. Time spent on site and pages per visit are also a sure-fire way to determine that your content is offering value.

Your social channels can give you definitive feedback about your service via reviews, comments, shares, likes and loves, and sentiment analysis can also delve deeper into the hidden messages behind content written about your brand.

But what if you run an offline business that has a small digital footprint? How are you garnering insight into customer satisfaction, other than by evaluating who your repeat customers are?

The Difference Between Online And Offline Customer Feedback

It’s a lot more difficult to get people to give you the same level of feedback about an offline business that doesn’t have much of a digital presence. If people are revisiting your establishment time and again, then you are probably doing something right, but what is it about your business that is bringing these people back? And what is preventing others from visiting again?

You could potentially stand at the doorway to your business and ask people about their experience as they leave the premises, but this would be awkward and time consuming. It’s also a weird barrier to future entry that could prevent people from coming back, knowing that they might be accosted while trying to leave the store or place of business. But this is definitely on the right track. Customers need to be addressed in-store in order to gain fresh, valid insight into the service you’re offering.

By making the act of offering feedback easy, you invite your customers to share their thoughts and opinions, whether they be filled with praise or laden with complaints. A disgruntled customer will want to have their say as much as that customer who was floored by the care and attention to detail offered by a consultant. Both are extremely valuable to the business as a measure of what’s working and what’s not.

In-Store Or On-Site Service Feedback Kiosks

Many of us are already familiar with the happy and sad face feedback collection devices that are present at till points around the country. While these do offer an outlet for customers to either express their happiness, sadness or whatever state lies in between, it doesn’t really give you much more than that. These devices do work, though, because they’re easy to use, but it’s simply the level of detail that’s lacking. This has opened up the opportunity for the creation of extensions to this product, to give customers an opportunity to rave about your business or tell you exactly why they won’t rave about it at all.

Products like ServiceGuru allow businesses to set up a kiosk at the exit of their stores, with an iPad or tablet displaying a variety of questions about the service they’ve just encountered. These types of customer experience measurement tools take the happy-sad face feedback collection device that much further.

All of the options are presented in “one-click” style, making it easy for customers to fly through a review without much effort or hassle. They can rate the overall experience, state who assisted them, how it all went, isolate what it was that stood out as either negative or positive and also choose from a variety of keywords that best describe their overall feeling. Customers who want to offer their feedback will give genuine insight, and who can resist pushing buttons on screens anyway?

How are you gathering insight about your store, restaurant or place of business? There are many ways that you can extract the juicy info you need in order to improve and excel.

Let Interact RDT guide you towards customer experience success. Contact us today.


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