While it’s no substitute for good old face-to-face client interaction, the digital age is revolutionizing the way businesses gather data. It’s now easier than ever before to turn customer feedback data into action, using a variety of platforms and software, from data-driven, results-focused PLEY to mobile apps.
The data gathering options available to your business are plenty, many are successful, and it’s up to you to find the right one to fit your needs, and which will best suit the needs of your customers. If you’re an old-school Mom and Pop diner that’s been around for 20+ years, anything other than paper comment cards could be too much of a shock to the system. If you are a millennial-facing fast-casual lunch spot where most people place mobile orders for pick-up, your customers will love an advanced digital feedback system and are more than willing to take a survey every now and then, especially if there are incentives tied into your loyalty program.
If your brand is focused on playing with the digital big dogs, then the demographic most likely understands and values the feedback process (many of them may be Yelp-ers themselves). Some widely-used comment-gathering tools include:
- Internal audits
- Outside sources like Yelp
- Links on receipts
- Mobile app feedback
- POS after the sale
- Email outreach
- SMS outreach
- Secret shoppers
- Loyalty program feedback
- Kiosks and custom hardware
When choosing which method is right for you, consider the end goal. Do you want to identify opportunities for change and improvement? Do you want to make your customers feel special and ensure loyalty? Are you after a positive public persona that can be easily searched? Additionally, identifying efficient strategies that minimize expenditure of time and resources keeps the task manageable and effective. Do you have to pay someone to gather and interpret the findings?
With software such as PLEY, the third-party is eliminated, and you can focus on the relationship that really counts--the one between you and your customer. Additionally, PLEY data can be collected and reported in real-time...no late nights at the computer needed. We know you need to rest up to serve your customers with a smile, after all.