Glossary A–ZLetter F
Feedback terminal
A feedback terminal is a device with a screen or buttons at which customers, guests or patients rate their satisfaction with a few inputs, for example using smileys ranging from satisfied to dissatisfied.
The answers are collected and analysed.
Such terminals are placed at the exit of a shop, at checkouts, in washrooms, in public offices or in medical practices. A very short survey is important: one question, one answer, done. A follow-up asking for the reason or a free-text field can be added. The analysis shows trends by time of day, weekday or location and so reveals weak points, such as long waiting times at certain hours.
Operators should bear in mind that the results are not representative: ratings come mainly from the very satisfied and the very annoyed, and repeated pressing distorts the figures. Free text can contain personal data. Without clear responsibility for the analysis, the terminal is just decoration; anyone collecting ratings should also respond to them visibly.
See also
Articles on this term
RetailCustomer feedback
One tap on a smiley and the rating is in the report