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Understanding the customer experience is just one of the many benefits that comes from mobile data collection. Professionals all over the retail and hospitality industries are also benefiting from the use of mobile surveys as a means of staying connected with various locations and adapting business operations to ever-changing economic and social trends. With mobile data collection technology, company headquarters can stay informed of what goes on in multiple business locations or franchises. This ensures consistency for the customer and enables supervisors to quickly and effectively implement change within the company.
In comparison with the use of mobile surveys to collect and analyze field data, many companies found that traditional methods were significantly more time-consuming and expensive. Obsolete systems of data collection (i.e. the pen and paper method) make it more difficult to communicate across several franchise locations and often create a barrier to gathering and analyzing data in a timely and accurate manner. By implementing a technology-based system into your business, staff members from all different levels can stay better informed of news within the industry and can address problems as they occur.
Mobile data collection not only offers the opportunity to gather and compare large pools of field data quickly and effectively, but can also enable businesses to collect data that couldn’t be collected without technological means. In addition to quantitative data, mobile surveys give customers and staff members the opportunity to more accurately share data through photo, video, and audio recordings. This allows managers and staff members to more clearly understand how the business is operating outside of their own points of view.
Digital surveys not only ensure quicker survey completion and communication, but also ensure more accurate reflections of the customer’s experience through a system that works on logic and pattern-seeking. For example, many surveys can be customized with questions that are only relevant to that customer by basing following questions off of the answers provided in previous questions.
This same feature would be economically and practically impossible to achieve through traditional means of surveying. Overall, field data collection through mobile surveying focuses on convenience for customers, staff members, and supervisors of the business.
Food and beverage suppliers should also not be overlooked because of the important role that field surveys play in measuring their own levels of success. For example, a beer supplier may want to determine how well their particular product is being merchandised at a liquor store, convenience store, and restaurant. Mobile surveys give this supplier the opportunity to quickly identify any gaps in merchandising performance and make adjustments accordingly. This type of instant feedback can help tailor the distributor’s merchandising efforts, while also providing a foundation for where the most significant opportunities exist.
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