It is the job of every business to try and make each and every one of their customers happy, but it is of course an absolute impossibility. The task of pleasing everyone all of the time is a Herculean task that is bound to fail, but there is a way that your business can find out what makes some customers less happy than others. Having that kind of information can allow the business to make some tweaks that will help boost their satisfaction rating and in turn make people return that might ordinarily have gone somewhere else.
That last paragraph is not something that is going to come as a surprise to any business owner, but what may be surprising is that there is now a way to get access to what a customer’s thinks and feels at the point of experience. It’s almost impossible to walk out of a store now without the clerk pointing to a URL at the bottom of the receipt and telling you that going there and filling out a quick survey could net you “X” amount of money. The customer will get a little excited, nod, and promise to go and do that as soon as they get home, but the percentage who do make the whole exercise pretty pointless. You also have to consider that fact that the customer may lie and say that they had a positive experience, all in the hope of improving their chances of winning that money.
It’s a flawed system at best, and one that doesn’t really let you hear the true “Voice of the Customer.” The best time to hear that is the moment that the transaction is completed. The customer will have a pretty good idea by that point of whether or not they were happy with the service, or whether there is something more that could have been done to make the experience better. The transaction and shopping experience is still fresh in their mind, which makes their answers as “real” as you can possibly get.
We are a world that has fully embraced mobile devices and social media, which is where most people go to share their thoughts on a place or product. There are countless sites now that allow customers to go on and rate their experience at a particular place, but if the owners of said establishment are unaware of the site where it was posted, the complaints and feedback will fall on deaf ears.
What Datatrace are trying to accomplish is to establish a mobile set-up on location where the customer can go and leave their feedback. The owner of the establishment can then compile all the data inputted over a course of weeks and months so that there is a definite, clear picture of problems that need to be attended to. There are people that feel uncomfortable voicing their opinions or concerns to an employee, but who will gladly open up when given a chance to do it in an online type setting. This is just beginning to scratch the surface of the benefits that can be delivered by Datatrace.
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