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What Mobile Feedback Can Do For a Business

English: Samsung S5600 mobile phone.

English: Samsung S5600 mobile phone. (Photo credit: Wikipedia)

Using mobile feedback as a marketing and customer experience management tool gives business owners an edge on those owners that are still relying on satisfaction cards handed out at the end of a meal or visit to a store, or worse, not measuring customer satisfaction at all.

Mobile feedback gives business owners immediate feedback, because customers receive surveys on their mobile phones as soon as they request them (they can be requested by texting a short code to a specific number). These surveys are typically four questions long, and recipients usually answer them as soon as they receive them.

This does three things for the business owner: First, it gives them immediate feedback on each question — no waiting for survey cards to be dropped off. Second, the results are instantly tabulated. Since each survey is calculated by computer, trends can be spotted before they become a serious problem. Third, mobile feedback surveys have a higher response rate than survey cards, because people are continually using their phones, so they will think nothing of answering a short survey.

So what can businesses do with this mobile feedback?

For one thing, they can identify problem areas. For example, a restaurant’s mobile feedback survey can include data about their server. The manager notices that one server continues to get very high marks, so she puts her on the busiest shifts, knowing she will provide better satisfaction. Meanwhile, she also notices that a veteran server continues to get lower marks, which lowers the customer’s overall satisfaction. She can move him to a less busy shift, provide additional training, or just let him go, since his poor attitude could be a liability to the restaurant.

Businesses can also focus on a specific area for a short amount of time. A gas station is running a seasonal special, such as a 30% discount on a car wash for every fill-up. A mobile feedback survey can let the gas station manager know about the quality of the car wash, how well received the offer was, and whether people will continue to come back to the gas station as a result.

Mobile feedback surveys can even help businesses promote themselves. A common question on most mobile feedback surveys is to ask whether a customer would recommend the business to friends, but most businesses fail to take the next step.

So why not include a question asking them to do that, with a place to give their friend’s mobile number? Text a quick mobile coupon to the friend and a message saying they have been invited by the customer to visit. Businesses can increase their traffic without any additional costs, with the help of their customers.

Mobile feedback is more than just a customer satisfaction tool. They are used for specific problem areas, like staff friendliness and quality of special offers, as well as additional marketing at a lower cost and better response rate than card surveys.

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