Zack Oates, Founder & CEO“If you can’t measure it, you can’t improve it.”—Peter Drucker.
The magnitude of this statement resonates well with measuring customer experience and tying it to tangible business outcomes. While companies across industries are constantly working to define success and set tangible measurable goals, they need to go beyond the perimeters of the relationship with their customers and quantify the interactions that can impact customer engagement and their financial growth. En route this difficult journey to retain and keep customers happy, what most brick and mortar businesses lack is relevant data that can help drive value. In this scenario, the question is, how do organizations get relevant data to analyze customer experience before they encounter a lost customer and negative reviews?
“Businesses of the future will be built on relationships— and those relationships are based on one-to-one communication without adding friction for the businesses,” answers Zack Oates, founder and CEO, Ovation—a customer experience and engagement platform for brick and mortar businesses. It is the only product in the country marketing itself as a “relationship enablement platform.”
While brick and mortar businesses continue to rely on painful receipt surveys, antiquated loyalty apps, and good old fashion complaining, Ovation is helping them change the narrative. Challenging the orthodoxies, Ovation equips its clients with simple tools that help them utilize the data to drive value for their business. “Our clients want to get more online reviews, but they lack the knowledge on where to begin and struggle with the regulations and policies around getting more online reviews,” underscores Oates. “Our tool focuses on attaining online reviews and reaching those unhappy customers before they get to online reviews.” The company adopts a feedback mechanism that is not singularly focused on one channel. From integrations with loyalty programs to kiosk apps and QR codes, Ovation’s tools utilize different methods to collect data and interact with customers. “We can collect 16 times more data than receipt surveys, and we have 18 times higher engagement than online reviews, which means: more data collected, more conversations, more revenue.” This increased probability of reaching out to unsatisfied customers through one-on-one conversations enables organizations to talk to them, understand the problem, and have an opportunity to fix it.
Ovation also provides its clients with a system that will text market their happy customers through different promotions.
We can collect 16 times more data than receipt surveys, and we have 18 times higher engagement than online reviews
Ovation incentivizes customers with exciting offers, convincing them to rate their experience with smiley-face kiosks, simple texting, or just pointing their smartphone cameras at a flyer. In the case of positive reviews, happy customers receive follow-up text messages and are put into drip campaigns where the organizations will automatically invite the customers back and send text messages at different periods. However, if customers are dissatisfied, they are requested for private feedback that could be sent instantly to the management, whereby they can chat with the customers. “With our tools, customers don’t have to log in, sign up, or download an app to rate their experience. On the other hand, client management can set up automated responses so that in just 10 seconds and three clicks, they can send someone a personalized apology. It is a simplified process for both,” he adds.
Ovation serves numerous clients across diverse industries with highly customizable tools. Oates recalls an incident where its client had a fast food joint that wasn’t performing well online. Whenever people typed the “best burger near me,” the company’s name never appeared in the Google search as it only had a three-star rating. Ovation helped this client by allowing the owner to interact with their unhappy customers and getting happy customers to post online. Based on the response received, Ovation assisted its client in getting to the core of the problem, solve training issues, and improve customer experience. Within a few months, the client’s ranking moved from 3.8 to 4.2.
With a strong footprint in the US and Canada, Ovation looks forward to further improving their one-to-one communication and enabling businesses around the world to build meaningful relationships with their customers.