The use of QR codes brings up some important trends in monitoring the customer experience. First, there is the idea Mr. Sperry calls “proximity of feedback.” There is value in hearing from the customer in the moment rather than sometime after the experience. “Who wants to ask about the bubble bath after all the bubbles are gone,” quips Mr. Sperry. The closer you are to the experience, the better the data.

Another important strategy offered by Mr. Sperry is the idea that you cannot have enough ways to facilitate customer feedback. QR codes are simply another arrow in the quiver. It’s better to have the customer communicate directly instead of “going to the nukes” and launching social media rants.

If you wonder if VoC programs are worth it, consider this observation: Organizations that have invested in VoC programs are more likely to have fared well during these difficult economic times. Mr. Sperry observes they are more likely to have seen greater growth than their competitors who have not studied the customer experience via feedback programs.