Selling Mobile Customer Satisfaction Programs to Retail & QSR The OnePoint mobile survey channel enables “in the moment” and “in location” like no other methodology Jim Schwab, SVP N America [email_address]
Purpose of this deck……. As a partner focused Mobile Survey solution provider OnePoint’s main priority is to help our partners be successful in generating new revenue and growth within existing accounts. We have had many requests to help our agency partners better understand how to position and sell Mobile Csat based solution to multi-location retailers and restaurants. While we train our partners in the functionality of our Mobile Survey Platform there are a number of key best practices outside of the technology platform that are critical to successful sale.
To try a demo of the various mobile survey options on your phone…
Text WAP to 91318
Text CHOICE to 91318
Text SMS to 91318 Customer triggers survey by Texting in KEYWORD to 91318. Option 1 : Mobile Web , Receives back text invitation (link) for Mobile Web survey, "click this link to launch mobile web survey, http://onepointsurvey.com " - this is smart phone only and receipt invitation should state this clearly Option 2, preferred option : Choice Text/Web , Receives back text invitation for Choice survey, "reply 1 for text survey or click here for web version http://onepointsurvey.com " - the preferred method when cell phone type is not known, this enables all phones and customers to partake in survey Option 3 : Receives back text invitation for text survey Customer text triggered satisfaction surveys are the best way to encourage completes across all customers while they are in the store, shortly after leaving store or shortly removed from the transaction. Incentives can be delivered immediately via the phone as well, eg. loyalty points, discount codes....etc.
Speed…deliver invitation as close to transaction timing as possible
Relevancy…use intelligent routing, show the respondent the survey is “listening” and responding based on the answers provided, design for your target respondent, deliver invite to show how it benefits them, incentive should be linked to the brand or loyalty program where possible
Personalization…use variables, first name, product purchased, date product/service was consumed, location of store.
Make mobile surveys available to all customers not just smart phones, and allow personal preference of response channel, eg. Text or WAP. This increases response rate dramatically!!
As with any research project one must consider the overall objectives of the program or study. How will you/your client use the results?
Do you need a representative sample? Across all stores or for each store? Or….
Do you want to try and get feedback from as many customers as possible?
Which camp does your program fall into? 1) Internal focused….Track and improve staff and processes to drive higher satisfaction, or 2) External….conduct customer outreach, gauge low satisfaction and take action with service team to rescue and turnaround customers and possible defectors
Camp 1, internal: minimum of 100 completes per month per store location
Camp 2, external: start with your total transaction or visitors per month and “back into” the desired % of those you want to reach. 50%? 10%? 5%? Put processes in place to drive the level of completes you require. Experiment with invitation process and adjust as needed.
How does mobile in store in location fit into my overall program and objectives
In depth surveys via online, phone or in person, 10-15 min in length using pre-recruited screened sample is great for identifying true drivers and KPIs of satisfaction and deep dives for learning ways to increase and relative importance of each driver and KPIs
High volumes of shorter mobile surveys are good for tracking actual customer sat of those drivers and KPIs, by location by staff member by transaction type. Identifies weaknesses in key customer touch points, locations and/or staff for actionable intelligence to improve
Confusion due to "what is being measured" due to lag time in survey completion
Not actionable enough due to delay in completions, and lack of control for client over survey process
Pilot Test Mobile Platform, sent 3000 invitations to 4 ques SMS survey to previous day call center interactions
Database was "cold", respondents were not notified of a potential survey and where 24 hrs removed from interaction
Initial Results, 22% response rate. 90% of completions occurred in 4 hours
Results were analyzed next day which resulted in quick turnaround ad hoc survey to drill down on 83 "Very Poor Ratings", something the client had never done due to lack of control and visibility to on-line & IVR survey method
Full production roll out after 3 days in pilot, response rate has increased to 35% due to improvements in ques writing and format and faster delivery post interaction
Call Center Client Centralized "Customer Intelligence Team" is rolling out to 3 more clients and has increased revenue for the additional survey methodology
Wireless Client account management team conducts regular ad hoc surveys and uses results to strategically manage the brand account