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Why Surveys Don’t Work in Brick & Mortar Retail

Posted by Eric Santos

Sep 1, 2016 8:30:00 AM

Over the past few decades, restaurant and retail chains have struggled to easily collect voice of the customer (VOC) data — starting way back with the paper comment cards that customers would fill out, to the automated phone surveys in which customers talk to a boring robot asking questions over a 10-minute stretch.

The current trend over the past few years has been collecting customer feedback via digital long-form surveys, with a strong emphasis on mobile. Yes, this innovation has brought small increases in response rates for retail chains, but VOC response rates are still an issue the retail and restaurant industries must address.
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Topics: Market Research Strategy, Retail

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