Mobile Sat Measurement Retail & QSR

Copyright © 2010 – OnePoint Surveys Ltd

Mobile Research & Engagement Made Easy

Selling Mobile Customer Satisfaction Programs to Retail & QSR

The OnePoint mobile survey channel enables “in the moment” and “in location” like no other methodology

Jim Schwab, SVP N America

[email protected]



Purpose of this deck…….

As a partner focused Mobile Survey solution provider OnePoint’s main priority is

to help our partners be successful in generating new revenue and growth

within existing accounts.

We have had many requests to help our agency partners better understand how

to position and sell Mobile Csat based solution to multi-location retailers and

restaurants.

While we train our partners in the functionality of our Mobile Survey Platform

there are a number of key best practices outside of the technology platform

that are critical to successful sale.



The OnePoint mobile channel, fit for multi-location, in store, point of sale insight NPS, VOC, CEM insight applications tied to in store, point

of purchase, shopping experience & transaction feedback programs

Invitation process

How to tie results to locations and transactions

How many completes do I need?

How does this fit into your overall MR program(s)?

Examples & Case Studies



• Mobile phones are ubiquitous and “in the pocket” of your consumer at time of visit and purchase!

• But the mobile industry is incredibly fragmented by phone type, wireless carrier, smart phone, non-smart phone.

• How to enable responses from your target customers “in the moment” and “in location”?

– TEXT (SMS), the one communication channel that cuts through this fragmentation and complexity

– TEXT (SMS) Reaches ALL phones in the world, is a mature technology (reliable), is very fast (good for survey delivery), delivers regardless of cell tower coverage issues, time and date stamp validated

– TEXT (SMS) is perfect for field opt in….. Customers can text in a key word to trigger a survey…. Similar to American Idol Voting…. Text 101 to 56778 to vote for Bill Smith!

Mobile Insight Channel



• Traditional methods are not providing brands with enough insights– IVR & Web based survey methodologies response rates are far too low to provide the

needed level of completes so brands can do meaningful analysis and take business improvement actions

– 10 to 20 completes per store per month is not enough

– People are just not going to call an 800# or type in a web url after their visit in any great numbers

– And when they do it is removed from the experience and we run into recall issues and confusion with other brand interactions

OnePoint receives inbound calls, leads and feedback every day from our partners that brands are not getting the results they need via IVR and Web based POS methods.

Response rates for IVR and Web are far too low!




• SMS/WAP Mobile Platform from OnePoint delivers very high response rate, even with no change in current processes when compared to IVR and Web

– And we have found costs to be comparable and in some cases lower than IVR, better and higher volume at same to lower costs!!

• Incentives! Can be delivered directly and immediately to their phone. – Coupon or discount code stays with them in their phone for easy access upon next

visit

– Send reminders to use the promo!!




Invitation ProcessReceipt based, widely used currently

– Many brands are coming to OnePoint to solve low response issues with IVR and Web receipt based program invitations

– Recommend direct replacement….responses will increase simply because the OnePoint Mobile Platform method is more respondent friendly and acceptable

Options to further increase response rate:

– Place on the front of the receipt, not the back!

– List simple incentive tied to the brand• XX% off next purchase delivered to their phone via unique code immediately upon completion

– Add signage promoting your brands commitment to service via this program and remember to Text BRAND NAME to 91318 to provide us your feedback and receive your discount code!

• Stand up display next to register, on product displays…etc.

– Train staff at register to highlight the program to each customer• Point out invitation on receipt, verbally encourage the customer• Use highlighter pen to literally highlight the invitation



Invitation ProcessOther forms of…..Receipt based, not currently used widely with IVR & Web but

possible with OnePoint SMS/WAP mobile platform– Non-register transactions, eg. Deliveries, ATM, Gas Pump, Product packaging,

pizza box• Integrate invitation into delivery paper work, placement… customer copy near

signature

• Place sticker with invitation on product packaging, receipts or pizza box.– A sticker tends to stand out from the surrounding

• Gas stations…. In addition to register receipts– The gas pump viewer screen– Print on auto gas pump receipts

Integration with brand marcomms….– Apply invitation to store signage, business & coupon cards, promo flyers and leaflets

– Airports….where transient travelers are very hard to survey, place key words on signage in bathrooms, waiting areas, on receipts from airport vendors, to gain insight on KPIs.



Invitation ProcessTo try a demo of the various mobile survey options on your phone…1. Text WAP to 913182. Text CHOICE to 913183. Text SMS to 91318

Customer triggers survey by Texting in KEYWORD to 91318.Option 1: Mobile Web, Receives back text invitation (link) for Mobile Web survey, "click this link to launch mobile web survey, http://onepointsurvey.com "- this is smart phone only and receipt invitation should state this clearlyOption 2, preferred option: Choice Text/Web, Receives back text invitation for Choice survey, "reply 1 for text survey or click here for web version http://onepointsurvey.com "- the preferred method when cell phone type is not known, this enables all phones and customers to partake in surveyOption 3: Receives back text invitation for text survey

Customer text triggered satisfaction surveys are the best way to encourage completes across all customers while they are in the store, shortly after leaving store or shortly removed from the transaction. Incentives can be delivered immediately via the phone as well, eg. loyalty points, discount codes....etc.



Some best practices

Speed, relevancy and personalization are key…..• Speed…deliver invitation as close to transaction timing as possible

• Relevancy…use intelligent routing, show the respondent the survey is “listening”

and responding based on the answers provided, design for your target

respondent, deliver invite to show how it benefits them, incentive should be

linked to the brand or loyalty program where possible

• Personalization…use variables, first name, product purchased, date

product/service was consumed, location of store.

Make mobile surveys available to all customers not just smart phones,

and allow personal preference of response channel, eg. Text or

WAP. This increases response rate dramatically!!



Tie results to locations

• Use unique key word trigger for each location, McD101, McD102,

McD103…..etc.

• Ask respondent to enter transaction code from receipt, this provides all

info and is a powerful option, however may reduce completion rate

somewhat so there is a trade off to consider

• Enter store code from receipt

• Use multiple choice to select location



How many completes do I need?

• As with any research project one must consider the overall objectives of the program

or study. How will you/your client use the results?

• Do you need a representative sample? Across all stores or for each store? Or….

• Do you want to try and get feedback from as many customers as possible?

Which camp does your program fall into? 1) Internal focused….Track and improve staff

and processes to drive higher satisfaction, or 2) External….conduct customer

outreach, gauge low satisfaction and take action with service team to rescue and

turnaround customers and possible defectors

Camp 1, internal: minimum of 100 completes per month per store location

Camp 2, external: start with your total transaction or visitors per month and “back into”

the desired % of those you want to reach. 50%? 10%? 5%? Put processes in place to

drive the level of completes you require. Experiment with invitation process and

adjust as needed.



How does mobile in store in location fit into my overall program and objectives

• In depth surveys via online, phone or in person, 10-15 min in length

using pre-recruited screened sample is great for identifying true drivers

and KPIs of satisfaction and deep dives for learning ways to increase

and relative importance of each driver and KPIs

• High volumes of shorter mobile surveys are good for tracking actual

customer sat of those drivers and KPIs, by location by staff member by

transaction type. Identifies weaknesses in key customer touch points,

locations and/or staff for actionable intelligence to improve



Examples and case studies

1. Global Call Center, Wireless Brand Client- Need to measure C-sat for live calls into call center. Require 1000 completes per day. - Current method; on-line & IVR ….

• Response rates too low!! Online yielded 4% response rate, IVR 2-3% response rate

• Confusion due to "what is being measured" due to lag time in survey completion

• Not actionable enough due to delay in completions, and lack of control for client over survey process

OnePoint • Pilot Test Mobile Platform, sent 3000 invitations to 4 ques SMS survey to previous day call center interactions

• Database was "cold", respondents were not notified of a potential survey and where 24 hrs removed from interaction

• Initial Results, 22% response rate. 90% of completions occurred in 4 hours

• Results were analyzed next day which resulted in quick turnaround ad hoc survey to drill down on 83 "Very Poor Ratings", something the client had never done due to lack of control and visibility to on-line & IVR survey method

• Full production roll out after 3 days in pilot, response rate has increased to 35% due to improvements in ques writing and format and faster delivery post interaction

• Call Center Client Centralized "Customer Intelligence Team" is rolling out to 3 more clients and has increased revenue for the additional survey methodology

• Wireless Client account management team conducts regular ad hoc surveys and uses results to strategically manage the brand account




2. Multi-location consumer electronic brand– IVR 800# on receipt was generating 250 completes per month total across 110 stores

– Pilot test to 4 stores, direct replacement of key word triggered survey on receipt, no

change in process. “Text BRANDNAME to 91318” generated 500 completes in first

month! At only 4 stores!!

– 125 completes per store per month using OnePoint Mobile SMS solution vs. 2.2 per

store per month using traditional IVR method

– Brand owns the platform and can now have more control over scripting, using for

promo purposes and deep dive analysis




3. Pizza delivery– Ad hoc research indicated dissatisfaction with delivery driver experience

– Multiple programs failed to solicit feedback from customers or drivers

– Place sticker on pizza box with invitation, “Text PIZZA to 91318. Chance to win a free

pizza”

– Brand generates enough completes to “check up” on driver satisfaction and make staff

improvements

– Additional plans for future…

• Ask for transaction code from receipt to tie in purchase with results

• Use the now built up cell phone database to push out promo messages– Link to database to add in variables and intelligence into promo messaging




4. Regional bank– Needed a way to track progress of significant investment in staff training for service

excellence program

– Wanted to support ad hoc surveys with recruited sample with real VOC feedback

– Placed key word trigger invitations on signage to teller windows and desks of loan

officers

– Signage communicated benefits to customer of service excellent commitment and

offered customer a chance to provide feedback, eg. Text BRANDNAME to 91318 to

provide us some feedback”

– Added invitation to leaflets and customer statements and company business cards



Notes:

• This deck talks primarily about field opt in surveys, eg. Text in

KEYWORD to 91318 to trigger the survey. however……

• Surveys can be pushed out to customers via cell phone database

– If brand has cell phone numbers Csat surveys can be pushed out and

incorporate other key variables to be used in the survey.

• Wireless carriers

• Airline brands, most loyalty members have provided permission to communicate

via text

• Any other brand where loyalty or other databases have cell phone data

Business

Mobile Sat Measurement Retail & QSR