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TECHNOLOGY | Staff Reporter, UK
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For Subway, elevating their customer experience is feedback-driven

The sandwich chain dishes more on the Subcard app’s new ‘Listens’ feature.

For Subway, improving their customer experience will only take a minute.

The sandwich recently announced its ‘Subway Listens’ survey, a new customer feedback feature in their Subcard app.

At the side menu on the left hand side of the app, customers can tap on the ‘Subway Listens’ tab where users can take part in a survey to leave their feedback about their recent visit to one of the sandwich chain’s stores.

“The SubCard loyalty program is managed by Subway internally, however the new customer feedback feature will use Medallia, Inc.‘s platform to collect, analyse, and act upon feedback and drive system-wide improvements. Medallia is a leading customer experience management (CEM) SaaS company,” the chain exclusively told QSR Media.

Aside from collecting basic contact and transaction information, the survey asks the customers to provide an industry-standard likelihood to recommend rating and to rate the visit in four key categories: taste/quality of Meal, speed of service, experience with staff and cleanliness. There is also a general comments box should customers prefer to provide more detailed feedback.

The new feature is currently available in the UK, Ireland, Germany, Austria, Finland, Sweden and The Netherlands. Customers who complete the survey receive a sweet incentive offer, which may differ by country.

“For example, in the UK & Ireland, customers are offered a free regular (455ml) dispensed drink or a delicious cookie with the purchase of any Sub or salad, on their next visit. In the rest of Europe, the most common incentive offer is a cookie with the purchase of any Sub or salad, on their next visit,” Subway explained.

Subway’s new feedback feature, the chain says, in order to enable the brand to continuously improve its ways of working and its level of service.

“By ensuring the survey is available through the App makes it faster and more convenient for customers to provide feedback about their Subway experience. The easier we make it for customers, the more feedback we can receive to improve their experience, so the better for everyone,” Subway said.

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