Intelligent Systems

Posted By Simon Francis
Solutions Specialist

I was speaking recently with employees of a large UK food retailer, and was really impressed with the way they were looking at using even the simplest store device to help build their relationship with their customers and provide valuable insight.

The more I speak with retailers, the more I hear them speak about improving this relationship, and what better way than providing a simple method of allowing customers to provide their opinions so that organizations can tailor the experience accordingly? Once this customer research is fed back into a central repository, they have the opportunity to survey customers across the country.

One retailer’s solution was based around one of the lowliest and often overlooked devices–however, we all use them on multiple occasions throughout the day–the credit-card reader; in this case, the chip-and-pin devices that are widespread throughout the UK and continental Europe. At the end of the payment transaction, the stores have coded a simple yes/no question. It started with a simple “Did you enjoy your shopping experience today?” but has now expanded to ask customers questions that help the organization to craft their store service.

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