However, using a one-question survey doesn’t mean you have to lose out on the insights gained by asking the number of questions you would in a longer survey. Instead, automatically rotate through a variety of questions that address different aspects of your grocery business, such as pricing, customer service and in-store experience. With the power of higher survey response rates, you can begin collecting valuable data on a real-time basis and quickly start to drive smarter decision-making for your store.
DON’T underestimate the value of the point of sale
Asking a single survey question to your customers right at the checkout can pave the way for more genuine, timely feedback. Using the point of sale as the place to gather customer feedback not only provides a convenient experience for customers, but it also helps ensure that the insights they provide are accurate.
With other survey options, such as using a receipt to prompt customers to complete an online survey, there’s a chance that the information you’ll receive won’t be as useful. That’s because even if a customer does complete the survey, he or she may do so long after the shopping experience has concluded. Hours, days or even weeks may pass before shoppers get around to a feedback survey. If customers can’t remember what they were thinking at the time of purchase, their responses won’t reflect reality.
DO keep it simple
Once you ensure that customers don’t have to go out of their way to offer feedback, make things even easier by trading in open-ended questions, or those that ask for elaboration, for multiple-choice questions. Although one open-ended question may not seem like much, thoughtfully expanding upon a specific topic could take some time. Speed up the survey process with multiple-choice questions that enable customers to give their two cents in mere seconds.
Want another way to satisfy consumers’ need for speed? Try introducing a numerical rating system. By choosing between zero and nine on a keypad, customers can share their feedback with just the touch of a button.
Feedback often serves as the focal point of a grocer’s customer service strategy, and customers’ insights can go a long way toward enhancing the shopping experience. But while there’s no denying the importance of customer feedback, figuring out how to collect it isn’t always as simple. From in-store to receipt surveys, it’s tough to accommodate the fast-paced lifestyles of today’s consumers. These largely ineffective strategies may leave grocers without the feedback needed to make necessary improvements.
Meet the needs of busy shoppers by ensuring that your feedback survey is short and sweet. Limiting each survey to just one question will boost response rates and bring a new level of convenience to the experience.