This is a nice privacy touch.īecause of all of these small details, Squares design here is really powerful, gathering specific feedback over time to companies who use the service. Additionally, I found out that Square doesn’t share my email address with the vendor without my permission (even though each vendor now emails me my receipts). This saves everyone a little bit of time. Since I gave my email address a couple weeks ago, I’m no longer asked if I want my receipt, Square automatically emails it to me and cashiers simply say “Ok, we just emailed you your receipt”. Another nice detailĪnother nice detail with the Square email flow: Once you enter your email address once, you’ll start getting email receipts from all the vendors you transact with who use Square. Again, the same copy technique is used to gather details about the transaction by focusing on specifics, not generalities. “Tell us what went wrong” is really nicely worded and acknowledges there was a problem. When you give negative feedback (by clicking the sad face) you get a very similar screen that asks for details in the same way. Get better feedback by focusing on specifics You always have new feedback to respond to that is up-to-date. Gathering ongoing feedback in this way is much more valuable than one-time surveys. By tying the feedback mechanism with the receipt and making the feedback about this transaction, the data received with Square’s flow is more valuable than a generic survey because you know when the moment the experience happened (date/time of the receipt).
Typical survey feedback is also tied to where your product or experience is at the time of the survey. The data is also less useful in a typical survey because it’s usually generalized to your “overall experience” with the brand…not the experience of a specific transaction. And because they aren’t in context, it quickly gets annoying to send survey requests often…customers quickly tire of being asked. They can gather extremely valuable feedback, but tend to have low response rates because they aren’t in context like in this receipt. The most typical problem with surveys is that they are one-time mechanisms…they are typically sent as blast emails to a large group of people at a single point in time. Gathering feedback by embedding it into the receipt gets over a couple familiar problems with surveys. By keeping the focus on my relationship with Atomic Cafe the experience is better. I could easily see Square or a similar company mentioning themselves in order to build mindshare that they are the underlying technology. Square’s branding is very minimal here which reinforces my relationship with Atomic Cafe. As paper receipts go away, one day this might not work. This takes advantage of our experiences with receipts. Paper isn’t useful to have, but it makes sense to make this email look like a paper receipt to help communicate what it is just slightly more quickly. It’s obvious that this is a survey! The smiley faces are approachable and obvious. Instead, because this copy is in context, they skip right to the question: “How was your experience?”. (it’s right that it is interruptive, but not helpful in copy). Most survey copy is not approachable and focuses on the hurdle of interrupting people for an answer.
How many surveys have you been solicited for that start out with something like “Would you like to take a survey? It would help us blah blah blah”. Attaching the question to the receipt seems like as good a time as any. For experiences that take time (like enjoying a coffee or sandwich) there is no perfect time to ask. Second, it asks you at a time when you might be ready to give feedback, after you’ve had the experience. This will get you much better, detailed feedback because it focuses on a specific experience with the company. First, it ties the feedback to the actual transaction that the person just had and not some amorphous “experience with the company”.
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