In today’s commercial landscape, it’s a fine line between collecting a significant quantity of customer feedback and leaving a customer feeling inundated with communication requests. Of course, in an omnichannel world, we want to provide customers with the means of communicating that suits them best, whatever that might be.
In order to make customer feedback requests as unobtrusive as possible, customer experience teams are finding ways to integrate requests into other digital touchpoints, whether that be through a WiFi log-in flow, Point of Sale devices, or digital feedback kiosks.
Let’s take a look at the benefits of digital customer feedback kiosks:
1. Integrating with business systems
Customer feedback software APIs allow feedback to be integrated into contact centers, property management systems, customer relationship management software (CRM) and other business systems. This prevents data from being siloed and allows teams to see and react faster to customer feedback. In addition to customer records management and internal communication, businesses can use other data types such as location analytics to better understand what is happening in the customer journey. As an example, a store might notice that customer satisfaction dips around the same time every day. With location analytics, or surveillance cameras, they might observe problems with an individual staff member who causes disorganization.
2. More data, better analysis
Digital touchpoints typically allow for a higher volume of customer feedback to be processed – it’s quicker for the customer to respond if they are already interacting through an interface. With higher volumes of customer data, teams can make broader observations about the customer experience, thus being able to make better strategic decisions that will shape the organization. For instance, at what point in the day are sales the highest? Does it match with when customer satisfaction is highest? Or, what are the most common themes emerging from customers who visit on the weekend?
3. Reaching the non-purchasing visitors
When feedback is only requested at a check-out desk or through the email of the person making the transaction, then you’re only capturing a segment of the customer base – one whose opinion will be influenced by the cost of the product or service. The visitors who don’t make transactions or who are accompanying the paying customer often provide a more unbiased view of the experience. They're often referred to as the 'shadow guest' or customer. As an example, studies have shown that restaurant customers are more satisfied when they’ve paid a lot for their meal. But wouldn’t you be curious in that case to know what the customers who didn’t pay thought? Both are just as likely to leave a review in any case.
4. Customers who respond can be identified
Customer feedback is best thought of as the start of a conversation. All customer feedback deserves to be at least recognized even if the customer doesn’t wish to continue the conversation. Through digital kiosks, frontline teams can respond immediately to the customer through the contact details provided. Often additional questions need to be asked in order to be able to accurately interpret the customer feedback. Unfortunately analogue feedback kiosks (the kind with buttons but no interface for the customer to enter their details) fail to close the loop on the individual customer experience.
Local Measure Pulse is a real-time customer feedback tool for recovering service and improving customer satisfaction. It has the flexibility to be integrated with various touchpoints: through WiFi login or through connected devices and machines already present in the customer journey. Learn more about how Pulse can help drive customer satisfaction for your business.