From time to time, each of us runs into a random, insatiable craving. It could be that you’re wrapping up a commute from work and a candy bar sounds like the perfect thing. Or you suddenly realize how long it’s been since you had a refreshing, cold soda. In these instances, many people find themselves pulling into a nearby CVS or Rite Aid for a quick pitstop. Isn’t it confusing to walk out of the store with a receipt nearly a foot long, even if you bought just one item? Most consumers don’t even pause to recognize the small survey link near the bottom of our slips before crumpling them up and tossing them in the garbage.
Many large companies, such as CVS and Rite Aid, have adopted the receipt surveys as their primary method for measuring customer satisfaction. These days, most surveys are incentivized--those who complete the surveys are entered in raffles to win various prizes or discounts. Although receipt surveys successfully make it into the hands of customers, reports show that current survey completion rates are less than 1%. Aside from the low completion rates, incentivization may lead to warped survey responses from customers who just want the chance to get the perk. Recognizing the environmental consequences of using so many receipts is also important; maybe it’s time retailers started depending on more environmentally-conscious surveying methods.
Practicing effective mechanisms for measuring customer satisfaction is crucial to the success and growth of your business. Developing accessible systems for customers to express their feedback allows organizations to make rapid adjustments to shifting customer preferences. Taking the extra step is critical; companies have to go beyond just accommodating the needs of their patrons in order to secure a loyal clientele. By reshaping the retail experience and striving towards complete customer satisfaction, businesses begin to ensure their own success.
Receipt surveys were a far more effective solution upon their inception. The present reality is that far more consumers rely upon digital methods of expense recording than paper. To visit a specific survey URL and manually punch in a unique code in order to take a lengthy survey is too far beyond the routine of a business’ average customer. Companies need to shift towards more easily-accessible methods. Luckily, the key to reaching clients sits in their pockets.
On average, Americans are sending at least 67 texts per day. Given that consumers are already spending so much time on their mobile devices, it’s clear that communication through this medium isn’t a deviation from existing behaviors of your customer base. Customer feedback organizations like Benchmark Intelligence are already exploring methods for customer engagement through SMS messaging. By using simple in-store signage instead of receipts and shortening surveys while allowing clients to share about their experiences through text, businesses already experience a 5x increase in the amount of feedback they receive.
In addition to more transparent data, SMS measurement tools allow business owners and managers to directly engage in discussions with dissatisfied customers in order to alleviate issues and ensure better experiences in the future. If an angry customer completes an online survey from a receipt and swears never to return to your business, there’s nothing to be done. Alternatively, proactive engagement ensures that you learn from unhappy customers and provides the opportunity to promise better experiences in the future. It takes less than a minute for patrons to reach into their pocket to respond to a few questions through text--making things easier for business owners and customers alike.