Sometimes we think of analyzing our guests as being laborious and complicated. In catching a flight out of Orlando some months ago, we came across this monitor and keypad, asking “How was your experience waiting for your flight today?” Attached was a console with four buttons. It was fairly simple to rate your experience. No complications. Just answer and run.
We found something even better when I was in Singapore’s Changi Airport last year. Changi Airport is considered the best airport experience world-wide. Small wonder. Even their restrooms were constantly being evaluated. On the wall of their bathroom is an interactive screen that allows you to rate their restroom facilities. It also allows you to call out attention to anything that might be amiss, which immediately notifies staff that a particular toilet may need to be cared for. We especially like the fact that the name and picture of the restroom attendant is on the screen, providing some sense of accountability to the employee for making the facilities the best possible.
Similar quick surveys are now being used by organizations through texting one or two questions to your smart phone after having received some form of customer service. One has to be careful not to “ping” your customers for feedback too often. But the approach seems more successful than surveys being handed out via e-mail, or even waiting until the end of a service call to participate in a some measurement study. Being creative with high-tech approaches that make it easier for the customer to share their opinions is a tremendous opportunity moving forward.