Why point of experience feedback delivers results

In our busy world, where our time is so under pressure, we guard ourselves against anything that might add more to the workload, and that includes giving feedback!

But what if we could share our feedback without any delay, with just a few seconds of our time? And add in the benefit of knowing that we are being listened to.

More and more organisations are finding point of experience feedback, using interactive touchscreens, substantially more effective than online surveys.  Using the tips and findings we share below, we think you could also enjoy higher response rates and closer-to-experience data and insight.


Start with an engaging screen

Grabbing attention and making it look quick and easy is a key.  Five point Likert scales are now standard place, which makes them easy for our minds to know what to do, without really having to think.  Using smiley and sad faces or one to five stars works well, because no words are needed - and therefore the gap between noticing the touchscreen and knowing what to do is almost negligible.  Furthermore, there are no language barriers.

Use your brand so that respondents know without doubt that it's your survey, but use it sparingly so as to not overwhelm the content and purpose of the survey.

Keep text ‘light and bright’ - get to the point with something like “Please rate your experience today:” 

Make giving feedback easy

In different environments we have found different ways of inviting respondents to give their feedback. Firstly, we have many customers who use an introduction page on the touchscreen, with their brand logo and a simple request such as: 'Please touch the screen to share your views - it will only take 30 seconds'.  This way of ‘framing the survey’ is a more traditional approach and is sometimes required.

Secondly, many of our customers use no introduction screen, they display the first question upfront.  They simply have their brand logo and 5 smiley face buttons, numbers or stars, and a simple question: 'Overall, how satisfied were you with your visit today?'


Example images of engaging screens to capture feedback.


This small difference increases response rates in retail, health, employee surveys and other settings, with more than double the responses.

Many respondents (circa 30%) only tap the first screen to rate their experience and then walk on.  However, around 70% of respondents go on to answer the follow on questions, giving you more in-depth insight.


The power of an open question

Your customers will often have something in mind that they would like to tell you, but frequently the survey design prohibits them sharing it. By asking, “Is there anything else you would like to tell us?” you’re empowering them to say what they think.

Interestingly, we have also seen respondents rate their experience as ‘Excellent’ and then go on to leave a negative comment!  This feedback has been most helpful to the recipients of the feedback data. One retailer in the UK received a constructive or negative comment from 8% of respondents who had rated them as excellent on the first screen. Thousands of comments led to both product and infrastructure changes, which directly impacted the customer experience positively.

Loyal customers complaining - now that’s powerful!


Complete the feedback loop


Leading organisations such as The University of Warwick have recognised the power of ‘You said, We did’.  Showing your customers, employees or students that you’re listening is vitally important and should be part of your feedback programmes.  Survey responses that disappear into the ether, never to be mentioned again are doomed.

We all want to know we’re being heard. 

One way is to include a short statement about the action taken, maybe even on the final screen of the survey itself,  your customers, employees or students will then see evidence that you’re listening to them. This simple final step will keep your customers engaging with you in future.

IMAGE : North Middlesex NHS displaying why feedback is important.


Point of Experience feedback works

In summary, why does point of experience feedback from pods, podiums, terminals or kiosks such as ViewPoint work? Here are 5 reasons:

  1. No need to 'stop and think', just touch the screen, so engagement is high.
  2. Respondents feel engaged from the start because of branding, screen design and a simple rating question (to get them started).
  3. Respondents can leave a quick comment. Remember, even loyal customers complain.
  4. It’s immediate for the responder.  No need to type out a URL, take something home, get out your mobile phone, interrupt your day, get bored etc... etc...
  5. Info Screens can let respondents know they’re being listened to. Tell them what you’re doing with their feedback (often called ‘You said, We did’).

We all get more and more requests for feedback, so in this crowded environment the opportunity to offer your views in the moment, without delay or hassle, at any touch point, works.  And it works for employees, customers, students, patients and visitors.

Get in touch today and ask us about our point-of-experience feedback solutions.


About author

Written by Simon Rowland

Simon is the CEO of ViewPoint. Find out more about Simon Rowland.

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