Google has published a lot of content around the changing way we consume and use the Internet. Simply stated, it's all about mobile. The ability to easily access information from a smart hand-held device has greatly impacted the customer journey, as Google defines it, by breaking up the connection between a business and its customers/guests into many little moments- often informed in-the-moment by information from the Internet.
In the GuestInsight world of gathering and analyzing guest feedback, the micro-moment we focus on occurs at the end of one customer journey, but can inform many micro-moments going forward. Driving online reviews, getting guest perspective on facilities & operations, and managing expectations are all key elements in this equation.
We've long preached the notion of making the feedback collection process as "micro" as possible for the guest. Back in the day, micro referred to keeping the feedback task as streamlined as possible for the guest; only asking what's essential and actionable. At the time, most guests were completing guest surveys on their computers. As it turns out, that "micro" philosophy is more important now than ever before, as our task is now just another moment in the increasingly fragmented and mobile customer journey. While today's consumer is more inclined than ever to offer feedback (if asked) and pay it forward, don't take up too much of their time- or the moment will be missed. In addition to keeping the guest survey super-short and on-point, the importance of a mobile-friendly survey interface is crucial. We are proud to say that we were one of the first Web based survey companies to make the shift to a mobile-oriented survey interface several years ago.
At the end of the day, the feedback micro-moment is an increasingly important opportunity to connect with your guests in a meaningful way. We have always believed that a key value we bring to our clients is the ability to leverage that opportunity respectfully, earnestly, and elegantly.
The blog of Database Sciences and its GuestInsight & ListenKeenly services.