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Building customer relationships

February 14, 2005

Retail feedback truisms:

Satisfied customers come back.
Happy customers share their shopping experiences with family, friends, coworkers and neighbors.
Ditto unhappy customers.

Retailers, who benefit most from customer feedback, are often left out of the shared experiences loop.

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While retailers reach out for that information with comment cards and questions from sales associates, those efforts often fall short of getting the quantitative responses retailers need for their marketers, buyers and merchandisers.

Retailers know customer feedback is essential in order to spot trends early, build loyalty and make informed decisions that impact the bottom line. Separating truths and myths about your customers' perceived needs and behaviors can only be done with their feedback.

What's the easiest, most effective, way to get feedback? For the best results, put customer feedback surveys on in-store kiosks, Elisabeth Scherer recommended. Scherer is a spokesperson for Diatouch, which specializes in touchscreen data collection and surveys.

Kiosk function easily can be two-fold. One function is providing a necessary customer service, such as way-finding or in-store ordering. A second function is to gather information about the kiosk users. Adding a survey function to an existing kiosk application increases both its value and functionality.

Russ Hardy, manager of strategy and customer insights for hospital equipment manufacturer Hill-Rom, is familiar with survey kiosks. In the Hill-Rom showroom, signage and employees direct customers to a bank of six touchscreen kiosks where customers spend an average of seven to 10 minutes rating the company in exchange for a token gift. Survey responses are routed to appropriate departments. Customers are contacted if the company has additional questions.

Setting up survey success

Scherer noted that marketing research and customer involvement are vital during the survey development process. Seeking the assistance of real store customers helps fine-tune kiosk content, design and placement.

Scherer offered several tips for getting the best survey results when the kiosk is up and running.

Entice customers to use in-store kiosks by placing them in high-traffic areas near entrances and sales counters. Use clear signage that invites customers to use the device. Incorporate a consistent message and design both on the kiosk enclosure and onscreen. Onscreen, use unusual design elements sparingly in order to avoid distraction.

Ensure maximum uptime. An out-of-order sign could mean your kiosk project is doomed. Plan for service and maintenance. Before opening the kiosk to the public, pretest everything from its technical set up to the survey questionnaire.

Your customers came to shop but are taking time to provide feedback. Repay them with short, easy-to-understand questions, and answer choices for all possibilities. Reward customers for the time spent with the survey by giving them a discount coupon or extra loyalty points. Also, let the respondents know that you took their suggestions seriously. Communicate how their input was used to improve products or services.