Surveys have been around since what seems to be the dawn of time, or at least the dawn of business. They are highly regarded as one of the best market research tools that provide you with insight into your guests’ experience and what can be done to improve their experience in the future.
While they are instrumental, a poorly constructed survey is worse than not conducting surveys. Sometimes surveys are too long, which can cause survey fatigue, or they don’t ask the right questions, leading to bias and misinformation. They can also take up too much of your team’s valuable time relative to the information you receive. Additionally, surveys must be delivered properly to guests, and the resulting data must be handled effectively.
Fortunately, ROLLER’s guest sentiment analysis tool, the GX Score, addresses these challenges. Read on for what makes the GX Score different from other typical survey tools (which your business might be using) and why many businesses switch to the GX Score to better understand their guests’ experience.
Ease of setup
Most survey tools require time and energy to set up and then must be integrated with your CRM systems so that guests can receive email notifications. For ROLLER clients, getting started with the GX Score is as simple as clicking a button. No extra effort is required because the guest’s contact information is linked with their ticketing purchase.
Ease of use for the guest
Because ROLLER’s Venue Manager already has the guest, booking, and sales history, the guest does not need to enter basic information such as their name, email address, date they visited your venue, and the tickets they purchased. All GX Score surveys have that information already connected, so all the guest needs to do is provide you with feedback on their experience, instead of answering laborious context questions. The survey length is intentionally designed to minimize survey fatigue, which is usually one of the most significant blockers to achieving a high response rate and repeat responses from the same guest.
Questions are carefully crafted
The questions asked to guests are backed by research and are designed to intentionally capture the most critical data you need to improve your guest experience without overwhelming the guest. Additionally, because the questions are preset, it removes potential bias, ensuring that guests are not steered toward any particular responses, whether intentionally or unintentionally.
Data is tied to other sources
Because the GX Score is connected to ROLLER’s product, sales, and purchase data, it opens up a wealth of information that would otherwise be time-consuming and difficult to stitch together manually. The survey results from the GX Score segment are based on your products and can be organized so that you can see the sentiment on certain days of the week and times of the day, allowing you to zoom in on the areas of your business that need the most attention.
Urgent responses prompt notifications
The GX Score is designed to be a buffer between what may have been a bad experience and what can likely turn into a negative review. Because negative reviews can be highly damaging to your reputation, the GX Score will send notifications of guest feedback that may require your immediate attention and will often get to you before the guest’s online review goes public. By jumping into action quickly, you can resolve these service failures before they show up online.
Drive-up positive reviews
In addition to blocking negative reviews, we want to help your advocates become promoters. When the experience is stellar, the GX Score will prompt the guest for a review on your review site of choice, making it easier to spread the word about their great experience.
To learn more about ROLLER’s GX Score, click here. The GX Score also comes with a free trial, so you can experience these benefits first-hand with no risk!