Tech forward or industry laggard?

A case for using mission-focused, transformative technology to usurp the competition

As we pioneer the future of customer experience measurement — IoT CX — we often hear what worked in the past will work today and into the future, a great quote that seems applicable here…

“But at the same time you can’t assume that making a difference 20 years ago is going to allow you to sort of live on the laurels of those victories for the rest of your life.” Angela Davis

To that end, the receipt survey above is a classic example of what a majority of brick and mortar retailers use to attempt to understand their customers. Let’s review the ledger of this outmoded methodology.

The customer has to;

  • make a purchase and then only the person paying the bill gets surveyed
  • care enough to keep and not lose the receipt
  • be incentivized to provide their feedback
  • spend significant time online to complete the survey
  • provide their identity, allowing the business to track them (and potential exposure of their personal data via a breach downstream)

For this, the retailer receives;

  • promoted and incentivized feedback from a single person, that had to make a purchase
  • information that will be collected, curated and analyzed by a third-party
  • insights(?) provided weeks to months after the customer’s experience by a third-party
  • comfort knowing that this methodology used to be the gold standard

Let’s define the components of objective actionable insight;

  • the ability to provide feedback should not require a consumer to purchase
  • there should be no need to provide an incentive to acquire the feedback
  • the feedback should be captured in context, not hours or days later
  • it is unnecessary to capture a customer’s identity to understand their experience
  • must have visibility into the customers’ experience, unfiltered, in real-time
“What we are seeing in many industries are these small, agile disruptors that are changing the landscape. Ian Swanson, CEO of DataScience

While technology is not a panacea for everything, when it comes to measuring the customer experience — IoT CX is the new gold standard.