Using Mobile QR Codes to Get Customer Feedback

Mindshare Technologies has recently adopted Quick Response (QR) code technology to help obtain customer feedback. QR codes are a type of bar code that can be printed on sales receipts and product packaging, as well as advertising materials such as posters, brochures and postcards. Customers can easily access customer feedback forms by simply scanning the QR codes with their smart phone or mobile device. QR codes are highly customizable and can encode information unique to the customer such as items purchased, total price, store number, name of the cashier that assisted the customer and time of day.

Mindshare is a Utah-based market research company that collects feedback for companies from employees and customers using their proprietary speech and text analysis software. Among its roster of clients are Marriott, Comcast, Hertz, Arby's, Tony Roma's and many more. Mindshare completes 175,000 customer surveys every day.

Mindshare uses QR codes to enhance their enterprise feedback management platform as part of their Voice of the Customer (VoC) strategy to find out customers' expectations, preferences and aversions. The QR codes allows companies to know the customer's thoughts during the moment, right at the store or during the time of purchase. They can get better data from the customer feedback forms as a result. This is what John Sperry, the CEO of Mindshare, calls “proximity of feedback”.

“A big part of what makes Mindshare uniquely successful is our approach of making customer feedback timely, and immediately accessible to the people who can act on it,” explained Sperry. “When a customer or non-buyer gives feedback after seeing a QR code, their experience is still fresh in their mind, so our clients get targeted responses and opinions in real time. This enables them to keep their finger on the pulse of the needs and wants of their customers at all times."

Sperry believes that getting customer feedback is essential in getting and keeping customers. Companies that communicate with customers experience greater growth than companies who ignore their customer’s ideas. Anticipating the customer's needs is important in avoiding dissatisfaction and unhappiness with the company's products and services.

"The specific data available with this new tool will be invaluable to retailers, restaurants and many other clients," continued Sperry. "For example, we will be able to help store managers and owners see how specific products purchased or the price of an item affects customer satisfaction. The new QR code offering is one of the many innovative ways Mindshare continues to impact the way mobile accessibility changes how people interact with brands and improves customer experience."

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