Gathering customer feedback

1. Gathering customer feedback is vitally important to businesses if they are to maintain and
improve service levels and encourage repeat business. Research by Harvard Business Review
suggests that it is 25 times more expensive to acquire a new customer as opposed to retaining
existing ones and that increasing customer retention rates by 5% increases profits by 25% to 95%.
However, gathering feedback can be difficult. Having somebody stand at the exit asking
customers to complete a survey isn’t a cost-effective way, in fact, it’s estimated that in 2020 the
market for customer feedback tools will exceed $10.8 billion. So just how do you go about it in a
cost-effective manner?
Purple can help businesses gather feedback
Gathering customer feedback
Redirect customers as part of the access journey
Link to 3rd party tools such as Survey Monkey
You can redirect customers to complete a short survey
as part of the process of connecting to the WiFi. This is a
particularly strong use case for services that have already
been purchased so you can ascertain the buying intent
and understand the purchasing decision. This can then be
matched with post-experience feedback to see if
custom-ers’ expectations are being met.
Send surveys post-visit
Micro-survey tool in the Purple platform
Prompt surveys to be sent to customers after a set
period of time after they have left a venue. This ensures
that customers receive the survey when the experi-ence
is fresh in their minds, encouraging increased completion
rates and higher-quality responses.

2. What do our customers say?
A national restaurant chain has an estate of 400 venues. Before implementing Purple they had no way of collecting
customer feedback in a cost-efficient and effective manner. Since the introduction of Purple, they now have the ability
to send an NPS survey to all customers within 24 hours of leaving one of their venues. They use these NPS scores to
benchmark venue performance across their estate. This has allowed them to identify what high performing restaurants are
doing differently to lower scoring ones and as a result implement changes across the estate. This has led to their average
TripAdvisor ratings across their estate increasing from 3 stars to 4.5 stars.
Encourage Net Promoter Score (NPS) completion
Simple and hassle-free way of collecting customer
feedback
Purple supports NPS scores allowing customers to
quickly rely on their experience by scoring it out of 10
with the touch of a finger. These scores can then be
acted upon to ask customers the reasons for both high.
TripAdvisor connector
Use Purple’s native TripAdvisor integration to increase
reviews
Use Purple’s TripAdvisor connector to gather feedback
from customers about their experience at a time when
they are most likely to complete a review. The process
can be automated to ensure a steady flow of reviews
into the business.