In digital environments, it’s fairly simple to gauge customer attitudes—at least in part—based on the behavior of those customers. If they come back to the website over and over, they are very satisfied with what they find there, they are gluttons for punishment, or they are your Mom.
Email provides its own built-in success metrics in the form of open rates, click-through rates, unsubscribe rates, and the rest.
Online forms have conversion rates to infer similar achievements.
Social media has engagement rates to determine success at the individual piece of content level.
Videos have dwell time—the length and percentage of each video watched.
Even webinars have show-up and re-watch rates to use as measures of customer satisfaction.
But what if your customer interaction is mostly or entirely offline?
If a customer has actually appeared inside your place of business (retail, restaurant, professional services office, theater, car dealership, or anything that might reasonably appear on Yelp), gathering feedback from that customer AT THAT TIME is critical.
This is not a hypothetical customer—like a webinar attende… Read More
