Measuring Customer Satisfaction at POS

Happy day after Thanksgiving, or more importantly we should say, we hope you have a successful Black Friday.  This is one of the largest retail sales days of the year and how many of you really know what your company's customer satisfaction on this important day?

We talk to many clients who want to know things like:

• did the consumer find what they expected,
• was the merchandise presented well,
• was the sales staff helpful,
• was the pricing reasonable, and even
• was there sufficient parking. 

Do you have any method to capture customer satisfaction at the point of sale and would you find this information useful?  For most companies the answer to the first question is no and the answer to the second is absolutely yes.

So how can you implement such a system, well it is easy using Mobile Surveys and Score Carding.  Using the SensorPro Mobile Surveys you will set up a short survey that asks a limited number of questions that you want to capture at the point of sale.  This should include capturing their email address, name, possibly zip code and of course you will want to include a Opt-In checkbox.  Remember these are surveys deployed on mobile devices so keep the survey short and concise.

Next you will work with a SMS aggregator to have a short code established and linked to the SensorPro Survey application.  At this point you are ready to deploy the survey and start capturing these opinions and demographic data.

So how do you deploy such a mobile survey, there are numerous methods.  For example if you are a large department store, you can add to the bottom of the cash register receipt "Please tell us how we are doing just text 12345 with the keyword Help" or you can have the sales associate ask the customer if they would complete a short survey on their mobile phone.  If you are a CPG company, you could put on your display at a retail store a note "Please tell us how you like our product and receive a free sample (or a coupon)".  In this case you are also creating a follow up opportunity as you would be sending by postal mail a free sample or by email a coupon for a promotion.  Deployment is easy, you just need to think of the possibilities.

The final step of the implementation is to define your Survey Score Card so you can easily evaluate the responses.  In a typical implementation you will rate the various questions and you will give points to the various responses.  Then when someone completes the survey a final score will be calculated and based on the total score or individual scores, triggered responses will be generated.  For example, let's say that you decide that if someone responds that the sales associates were not helpful, then a SMS message is sent to the department manager for that specific store notifying them of the problem.  Or if the response says that they could not find what they were looking for, you could email them with other locations or have them check out your on-line store.  Again once you define the desired results and tolerance levels for the mobile survey, you can map out any number of potential responses.

Also I always recommend that when ever someone completes a mobile survey, you need to send to their email address a thank you follow up message.  You want to let them know that you value their input and that the message is tailored to how they responded to your survey.

So what are the benefits of using Mobile Surveys and Score Carding.  First you are getting almost real time feedback when the consumer is in the moment and not trying to remember what the quality of the experience was.  Second, this is a great opportunity to capture additional email list contacts so that your digital marketing population is greatly expanded.  Finally, you are showing that you care about your customers and their shopping experience.  So what are you waiting for. 

If you have any questions please leave a comment below or send me an email at jon@sensorpro.net.

del.icio.us Tags: survey , emarketing , email , mobile