Businesses can gather detailed insights about their customers by tracking in-store movements and analyzing behavioral data — or they can just ask how their customers are feeling. The customer satisfaction surveys that most people are used to seeing on tabletops and cash wraps are undergoing an upgrade as hyperlocal vendors add location-based features to aid in the data collection process.
“Intercept-style” surveys can be sent to customers at key moments in the purchasing process, like when they arrive at a store or after they’ve made a purchase at the register. Here are five platforms that businesses can use to send visit-triggered mobile surveys to consumers.
1. Mobizou: Push surveys to customers as they exit your stores.
How could your salespeople have improved the shopping experience for customers at your store? With Mobizou, you can create comprehensive customer surveys that measure sentiment. By limiting when these surveys are distributed — and in most cases, only pushing out surveys to customers when they’ve exited your store or entered pre-determined geographic zones — businesses can get real-time feedback from people whose opinions actually matter. Mobizou’s technology can also be integrated into a retailer’s POS.
2. Qriously: Leverage the mobile ad infrastructure to get answers to any question.
Qriously helps marketers find answers to questions by tapping into the mobile ad infrastructure. What that really means is that Qriously runs questions posed by marketers on consumers’ smartphones, based on those consumers’ real-time locations. Questions are served where ads are normally shown on the smartphone screen, and the way a consumer responds to a question determines which retargeted ads will appear next. Marketers and small businesses can use Qriously to create geo-targeted polls to send to consumers using their smartphones at precise geographic locations, like inside their stores or nearby city parks or shopping malls.
3. Survey Analytics: Engage survey respondents based on context and location.
As an enterprise research platform, Survey Analytics offers a suite of tools that businesses can use for information collection and analysis. One of these tools is the hyperlocal field survey, which allows businesses to create mobile surveys that are only sent out when respondents enter certain geographic locations. Survey Analytics gives users the option to target specific entities (like a McDonald’s in Times Square, for example) or multiple entities within a single category (like all fast food restaurants in Seattle).
4. Customerville: Identify the general locations of survey respondents.
Customerville incorporates “geolocation-type” technology into the web and mobile surveys it creates for brick-and-mortar merchants and ecommerce businesses. Rather than relying on GPS to pinpoint the location of survey respondents, Customerville uses IP addresses to identify the location of visitors. Businesses can capitalize on the information that Customerville provides by customizing the offers, contests, and incentives they send out based on a user’s presumed location.
5. Locately: See customers are interested in when they’re outside your stores.
Retailers, restaurants, and CPG brands can all use Locately’s location analytics platform to gain insights into what their customers are looking for. The full-service shopper insights firm sends targeted surveys to the smartphones of consumers who’ve opted-in to the service at key moments during the path to purchase. Survey responses are segmented using visit and travel path information, and they’re run through a data processing engine. Ultimately, businesses can learn the answers to questions like which private labels their customers prefer, why shoppers drive past their stores without stopping, and how they can better engage with loyal shoppers.
Stephanie Miles is a senior editor at Street Fight.