In-Flight Surveys – Passenger feedback at the “moment-of-truth”!

When it comes to gathering spontaneous customer feedback, one of the rules of thumb is to capture it as close to the service experience as possible. Another rule is to find environments where the survey process can take advantage of the customers waiting time to capture their attention to solicit customer feedback. I find few environments better suited to spontaneous, real-time feedback than in-flight surveys! Not only do you have a captive audience (taking advantage of the customers waiting time), but modern airlines now have customer-facing data collection devices (touchscreen computers) located on the back of each seat. These ingredients lend themselves perfectly to self-service customer feedback at the point-of-service: in-flight passenger feedback!

Opinionmeter’s TouchPoint survey app could be loaded onto these touchscreen devices and made available to the passenger either through the onscreen menu or the app could be scheduled to launch at certain intervals during the flight – perhaps after meals have been served or following entertainment or at the conclusion of the flight, etc. Additionally, Opinionmeter’s satisfaction alert feature could also be utilized to trigger real-time alerts to onboard staff if passengers responded to the survey in a particular way (low-score alerts for example). These alerts can be set at any response or sequence of responses within the survey.

Although in-flight Internet connectivity is on the horizon, I would recommend having the touchscreen devices communicate with an onboard server to facilitate the updating of surveys, recording of data and management of satisfaction alerts although one gateway. Also, the onboard server could communicate with onboard staff without requiring Internet connectivity. Otherwise, the onboard server would simply act as a gateway to the enterprise feedback platform while Internet connectivity is not available. Seems to be a great use of current technology to provide airlines intimate contact with their customers and gain “moment-of-truth” perceptions of their brand, service and product offerings!

In-Flight Touchscreen Passenger Surveys

In-Flight Touchscreen Passenger Surveys

QR Code Surveys – Accessing Mobile-Web Surveys at the Point-of-Experience

The QR code has gained popularity in recent years, given its superior readability and storage capacity compared to more traditional barcodes (UPC barcodes). Given a smartphone’s camera can be used to scan barcodes, now millions if not billions of consumers have the equivalent of a barcode reader in their pocket – giving the consumer easy access to a wealth of information – including product details, coupons and yes – mobile-web surveys!  When a QR code is used to launch a QR survey, the mobile-web survey URL is encoded into the QR code. When scanned, the QR Survey code automatically launches the mobile device’s browser and directs the consumer to the online survey. The reason it’s referred to as a mobile-web survey, opposed to a typical online survey, is because a mobile browser is being used to launch the online survey.  Online surveys are usually accessed through a PC’s browser, opposed to a mobile device’s browser. There are technical considerations when deploying mobile-web browsers given the bandwidth of a wireless device as well as the resolution of a smartphone’s smaller display. Online survey providers who claim to provide mobile-web survey technology should be optimizing their online survey technology to detect the mobile device that is accessing the online survey so that the survey can be properly rendered for the that particular device’s screen size, resolution and mobile browser (e.g. iPhone’s uses the Safari browser whereas Android a generic browser, until Chrome becomes available).

History of the QR Code:
The QR code stands for “Quick Response Code” and was originally invented by Toyota to help track automobile parts. Although its original use was intended for industrial applications it has become the barcode of choice for a variety of marketing purposes. The QR code is a type of matrix barcode (two dimensional). The QR code is unmistakable given its unique square shape that is made of square dots on a white background. Virtually any kind of data can be stored on a QR code. There are four standard types or modes available, but there are also extensions that can be used to extend the storage capabilities.

QR Survey Card example

 

DIY Customer Surveys +

Opinionmeter has always been committed to building powerful and intuitive DIY Survey tools. Having been awarded the patent for the original Survey Kiosk back in the 1970’s, it’s been quite a ride witnessing the technological advances over the past four decades and applying them to our vision of capturing real-time customer feedback at the point-of-purchase.

There’s never been a more exciting time for automated survey technologies and feedback management platforms. The introduction of the World Wide Web, wireless connectivity and most recently a plethora of mobile devices, perfectly augment our vision and pursuit of spontaneous real-time customer feedback – wherever it occurs. As one example – now, survey kiosks can be remotely managed and provide instant feedback including alerting onsite staff when a customer requires attention – all in real-time. This feature functionality of course extends to the entire range of survey devices and survey solutions, from mobile survey apps, mobile-web even scanned paper surveys can now provide real-time data by connecting the scanner to our SurveyManager reporting engine via an Internet connection!

As exciting as data capture technology is – with its myriad of online and offline survey capture options and prevalence of smart devices – accessing survey results that are actionable is the goal of the entire process. Luckily, there are equally exciting technological advancements happening in data visualization and data discovery that extend the relevance and power of DIY Survey and DIY Reporting and Analysis. Using data discovery tools such as Opinionmeter’s executive dashboard can provide management a real-time overview of their entire organization’s feedback pulse, with the ability to drill-down from the enterprise to branch to staff member levels. Taking this yet again to another level is the ability to build into these systems the ability to provide recommendations based on the data captured. Here at Opinionmeter, we are investigating ways of providing meaningful recommendations for certain verticals using standardized questions. This is a very important additional step in the 360 degree feedback process – it’s one thing to have smart data capture tools, another to have excellent visualization and data discovery technology, but still management needs to interpret the survey reports and take meaningful action! This is usually (and for good reason) reserved to the realm of marketing and market research specialists that consult with organizations and interpret the research data and help with applying change implementations. Having said that, we at Opinionmeter feel there is significant opportunity to provide basic recommendations automatically within the survey reporting engine itself, providing management with real-time actionable insights with meaningful recommendations!