Yates wanted help gathering meaningful feedback via their online customer satisfaction survey.
In particular, there was a challenge in connecting online and offline promotional activity, notably the in-venue validation of incentives offered online, when using a smartphone.
Smartphones are great for engaging with campaigns, but they cannot be handed over at the point of sale for security, insurance and emotional reasons. They can’t just be ‘shown’, as this doesn’t allow for validation, and using scanners would slow down the speed of service, which is crucial in the hospitality industry. Equally, it is not always feasible for consumers to print promotional vouchers and bring them to a venue to redeem. These bottlenecks were preventing Yates from gathering the data they needed to make informed decisions about their business and ultimately to drive increased loyalty and revenue.