customer survey kiosks
It was able to respond immediately,
reaching out to the customer by email
before she left the store in order to
correct the problem.
Tips for potential deployers:
and paper-based surveys to gather
customer satisfaction scores, which
had become increasingly important to
management in D.C. In fact, department
heads were graded by the number of
surveys that were completed. Wanting
to improve their scores, officials turned
to DynaTouch to provide survey kiosks.
Before the deployment, responses
numbered in the hundreds a month.
After the survey kiosks were installed,
they numbered in the thousands.
Word is catching on
B rown says DynaTouch is seeing
significant growth in healthcare and
government use of survey kiosks
because those areas are under more
pressure than ever to demonstrate
quality service. One of the tenets of
the Affordable Care Act ties Medicare
reimbursement to higher patient
satisfaction scores, and perhaps no
customer service debacle in recent
24 KIOSK solutions
memory has wrought more outrage than
that experienced by veterans at Veterans
Administration medical facilities.
To improve matters, government
agencies decided several years ago
to model themselves more closely
on traditional service organisations.
Leaders determined to take better care
of soldiers and veterans, on and off the
post. Once they began evaluating their
success, however, they saw great room
for improvement.
“The genie was out of the bottle,”
Brown said, “and the services to their
soldiers and families really came under
the spotlight. They began to clamour for
how they could improve things and really
wanted feedback from the soldiers. So
that’s when the military surveys really
exploded.”
Brown pointed to another benefit of
survey kiosks: immediacy. One retailer
that closely monitored kiosk input
registered a complaint from a customer.
1. While the initial capital outlay
may be much higher than rolling
out a web-based survey, the ROI
potential is much higher, especially
for organisations with multiple
locations.
2. A key metric can be found in the
cost-to-complete ratio. While a
web-based survey may offer a lower
barrier to entry, eventually the cost-
per-completed-survey advantage
will begin to tighten towards survey
kiosks.
3. Also mitigating the disparity in costs
is that survey kiosks require no
paper, and time associates might
spend entreating customers to
take the web-based survey can be
applied to upselling.
4. Because of the immediacy of the
feedback, responses are fresher in
the customer’s mind.
5. The ideal number of questions
seems to be 10. Customers get
bored or begin to feel frustrated
if there are too many queries. Ask
too few questions, however, and
deployers can miss out on key data.
Frank Olea, CEO of Olea Kiosks added
that survey kiosks, like any public-facing
kiosk, need to be built to take a fair
amount of punishment. “Every business
– even our own – lives or dies by what
the customer thinks of us. Survey kiosks,
when built properly and equipped with
the right software, can offer a timely,
critical peek into those critical minds,”
said Olea. n