The value of an instore survey

June 06, 2019

Most businesses appreciate keeping a customer is a lot more cost-effective than luring a new one, which is why it’s vital businesses understand how happy clientele are with the experience you offer.

How do you do that? You ask them with a customer satisfaction survey. And one of the most simple and effective ways of asking a consumer about their experience is right there and then while you have them in store or on site at your business.

Here’s an insight into why instore customer satisfaction surveys are so valuable and how to easily set them up.

Survey says…

Customer satisfaction surveys allow a business to ascertain what’s working and what’s not, while at the same time indicating to a consumer their opinion is valued. It also helps identify the exact reasons a customer may consider leaving a brand.

The sooner a business can identify a problem that may be impacting their customer experience the better, as the following figures indicate:

  • U.S. companies lose $136.8 billion per year due to avoidable consumer switching. (CallMiner)
  • More than half of Americans have scrapped a planned purchase or transaction because of bad service. (American Express)
  • 33 per cent of Americans say they’ll consider switching companies after just a single instance of poor service. (American Express)
  • Companies with great experiences have a 16 per cent price premium on products and services. (PWC)

Benefits of an instore survey

Not so long ago completing a customer satisfaction survey required consumers to physically fill in paperwork, but with the digital age came a wealth of tools that allow businesses to get a lot more creative when it comes to seeking all-important feedback.

Now, there are a host of options including online, email, and phone surveys, but the instore (or onsite) survey is still an incredibly effective tool. Here are just some of the benefits…

Immediate

Conducting a survey instore allows for immediate feedback while the experience is fresh in mind. Or as Upfront Analytics explains they provide market research analysts with in-the-moment feedback.

“Shoppers might have an experience and then go home, but by the time they leave the store, they forget that experience. In-store surveys mean grabbing the reaction and attitude as it happens.”

Efficient

Compared to online or phone surveys, instore surveys are efficient in terms of time and resources.

They also don’t require the retailer or business to have the customer’s personal details like their email address or phone number.

And because every consumer that enters the store is allowed to take part, they can potentially offer more accurate insight than just the consumer’s who are loyal enough to have imparted their personal email address.

From the customer’s perspective, instore surveys can allow them to remain anonymous when offering their valued opinion.

Data gathering

Not all surveys have to be anonymous of course, the business or retailer can also use the request for feedback to gather customer information, which can then be used for marketing and promotional purposes.

Simple, or more complex

Meanwhile, these surveys can be simple or more complex.

They could just comprise a tablet kiosk where the screen features smiley faces that allow customers to rate their experience in terms of good, neutral, or bad.

Or in a more complex scenario, customers might be asked to rate products and/or experiences from 1 to 10.

An open line of communication

One underestimated asset of the instore survey is that they open a line of communication. A customer might offer their opinion on a tablet-based survey, but then feel compelled to discuss their response directly with the business.

This offers a brand the opportunity to address concerns directly or ask for further information as to why the consumer felt that way.

Using tablets for instore surveys

Affordable, effective and easy to implement, mobile tablets are a natural tool for conducting surveys instore or onsite.

Establishing a survey point is as simple as creating a kiosk using a tablet and stand and inviting the consumer to take part. There’s also a wealth of apps dedicated to this very task, allowing businesses of all sectors to tailor a suitable survey to their clientele.

iPad Survey stand

Looking to setup a survey in your business?

Best Bosstab stand options for digital signage

Wall mounted

Wall mounted tablets offer a streamlined look and easy interaction for the customer. Bosstab has a couple of options available, all of which offer excellent security for your device.

You can mount the tablet direct to the wall using a fixed wall mount or have a tablet that rotates between landscape and portrait mode, courtesy of a short, wall-mounted arm.

Each option allows for discreet cable management, device charging and security.

Freestanding display

Floor standing displays are ideal for digital signage at the entryway to a retail outlet, hotel or business.

Featuring a heavy duty 3kg base, which can also be screwed to the floor, freestanding displays are set at the comfortable height of 1.2m and feature internal cable management, a lockable Fusion faceplate, and the option to rotate the device 90ᵒ between portrait and landscape mode.

Countertop

Designed for benches, tables or counters, the countertop display is also available in a variety of options, including freestanding, screw-mounted and with a 270ᵒ swivel base.

Meanwhile, lockable faceplates come in a range of sizes to suit and secure all commonly used tablets.

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