Mobile devices are everywhere. People use their mobile devices in bed, during meals, on the toilet, while they're shopping, during meetings, while in labor … well, everywhere. Smartphones and tablets are a game-changing market force that can't be ignored—and neither can the four marketing opportunities they create for your brand.
No. 1. Get feedback from people in situations you've never been able to before. Smartphones and tablets let you engage people at every touchpoint with your brand. As they browse your store's aisles or dine in your restaurant. As they take in your event. As they assemble your product. Mobile surveys let you collect their feedback during these specific instances—something other data collection methods will never be able to.
Put it to good use. This in-the-moment feedback lets you connect with people on a very personal level. Your future communications should incorporate these newfound insights.
- Address their comments about store inventory, cleanliness or parking woes.
- Invite patrons who liked a certain wine to an event featuring similar varietals.
- Use attendee feedback from previous events to improve future events, and let them know you heard them by inviting them to see the improvements!
- Use customer suggestions to drive new product development or service enhancements.
This is the information age: Put it to good use!
No. 2. Don't wait: Get in-the-moment feedback, and get specific comments. The more time that elapses between interactions with your brand, the fewer details people remember. Your patron may vaguely remember having had a sub-par meal, but maybe can't recall exactly why. Your customers might recall saying they would re-purchase your newest item, but not which of the two improvements you made to it that earned their loyalty. Inviting customers to use their own mobile devices to take a survey on the spot will provide you with specific feedback.
Put it to good use. Analyze detailed insights from customers to reveal employee-training issues that are leading to unsatisfactory reviews—address them to avoid future negative experiences. Use comments or ratings of specific features of new items to help you decide whether to keep offering it.
No. 3. Be in-the-know now, with real-time feedback. Customer feedback is more valuable the sooner you can access it. Stop passing out or emailing surveys you'll likely never get back. Stop scanning in responses or paying for, and waiting for, data entry. Results from mobile surveys are available the instant the person taking the survey hits "submit." Find out what attendees or customers think, and prepare to act on their feedback. Addressing issues or concerns in a timely manner reduces customer service calls, increases overall satisfaction and differentiates you from businesses still doing traditional follow-up surveys.
Put it to good use. Ask event attendees about specific aspects of the venue, and immediately address rooms that are too cold or adjoining rooms with distracting noise levels. Quiz an employee training class before it dismisses to make sure everyone understands important course material. If not, conduct a review before anyone leaves and revise the trainer's materials for the next time.
No. 4. Collect data in high definition. Mobile surveys can collect information in situations and furnish it in forms simply unimaginable a few years ago. Today's devices have hi-def photo and video capabilities. They can connect to the Internet to instantly upload a survey respondent's answers ... with multimedia supporting evidence. All this is possible right now. Imagine how you can harness it today, too.
Put it to good use. Don't just ask how satisfied your customers are with their new purchases, ask them in your mobile survey to send you a photo of the purchases when they gets them home. Ask them to use their smartphones or tablets to shoot videos of family members' first reactions to your product. A picture's worth 1,000 words. And today, it's also invaluable as instant multimedia content for your website and social media properties like Facebook, Pinterest and more.
Collecting contact information at events? Increase the value of that contact's info by combining it with their individual feedback or purchase intent. Use the mobile's camera to take a picture of an attendee's business card. And for expos in countries with electronic national ID cards, ID readers attached to tablets make it simple to include the visitors' name and address in your survey.