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From emailed post-purchase surveys to QR codes on paper receipts, companies can use several methods to collect customer feedback. However, these surveys typically only receive a response-rate between 5 and 30%. But there's an even more effective avenue they can use to gather customer sentiment in real-time: the payment terminal — which can see an 80% response-rate.

Payments are no longer just transactions. The payment experience is an essential touchpoint for commerce success and an invaluable opportunity to engage consumers.

Turning the point of purchase into a point of insight

With a seamless integration that delivers accurate, insight-driven customer data at scale, TruRating and Verifone empower merchants to drive value at the point of purchase beyond just payments.

Customers from leading retailers like Event Network are taking advantage of this pairing by harnessing the powerful joint capabilities of TruRating's user-friendly, point-of-sale (POS), real-time feedback technology on Verifone's payment application for in-store transactions.

With a self-contained integration, the TruRating module layers into the latest Verifone platform — with no development time and comprehensive payment compliance from day one.

Companies can gain real-time, actionable insight into how customers view them, discover new revenue growth opportunities based on this information, and use the voice of the customer to make more informed business decisions that can build their competitive advantage.

How Event Network uses real-time insights to drive business impact

Event Network and other brands are capitalizing on the customer insights TruRating delivers to improve several core metrics. The retailer implemented the TruRating integration on their Verifone devices in 2022. For Daniel Moen – Vice President, Retail Store Systems, the integration was seamless. 

"TruRating's integration worked within our existing Verifone payment setup, which meant no additional hardware or system changes for IT. That was a big win for the team," he says.

The application's enterprise-grade security was also a huge benefit. Event Network didn't have to do any code changes for their manned checkout, which meant no additional compliance or security headaches for its IT team.

 

 "When we first launched, we were live across 100 plus stores in weeks, not months," he says. The implementation experience was typical for TruRating's customers, as the process usually takes less than 30 days for testing and deployment.

Event Network has experienced measurable impact, including improved customer sentiment and operational consistency across the fast growing retailer – now over 300 locations.  By being able to link guest experience to spend, the Event Network team has been able to drive meaningful results on the bottom line and demonstrate their focus on guest experience to their partners.   

"TruRating has delivered actionable insights from day one and helped us tie real customer sentiment to business performance," he says.

Unlocking customer retention and business growth with TruRating on Verifone devices

Customer feedback is invaluable for helping brands drive customer retention and improve business performance. However, collecting meaningful feedback at scale can be both costly and challenging, and customer participation is often limited to just the extremely happy or extremely unhappy customers, providing an unrepresentative view that doesn’t allow retail executives to take strategic action.

TruRating addresses these challenges by seamlessly integrating into the payment flow, providing a frictionless way for customers to deliver feedback. TruRating's real-time approach can deliver a much higher response rate than traditional customer feedback channels. The solution has an 80% response rate. 

"Our uniqueness is around our ability to get that volume and velocity of customer feedback at the store level," says Alan Outlaw, President of North America at TruRating. "We present the guests with a single question out of a rotated set of questions at the point of purchase. Behind that simple survey, we connect the response to the question to transaction data. That's where the power really unlocks for the retailer, because now, they can start to link guest sentiment to financial outcomes," he explains.

Deeply integrated into the Verifone payment application, TruRating delivers some of the richest data sets available within the Verifone payments ecosystem. It's also highly secure. Data is anonymized and token-based, and aligns with enterprise governance policies and provides future-proofing for global data privacy laws.

TruRating's patented payment integration software ensures every single rating it collects comes from a real customer and is tied to a real transaction. Merchants can link customer feedback to an individual store, product, and even the checkout lane in which it was collected.

Any merchant who uses the latest Verifone's technology can enable the TruRating application to learn from their customers. They can use the application to ask customers any question and receive mass-validated feedback. The application is bilingual, so businesses can collect responses multiple languages.

Outlaw says a retailer might ask simple questions, such as "Were you greeted today?" "Was the store clean?" or "Did we make a useful recommendation today?" Then companies can pair these responses to transaction data to better gauge customer sentiment, uncover trends in their business, or identify customer service gaps that affect their retail performance – store by store.

"Generally, if people say, 'I had a bad service experience,' the data will show the average transaction value is lower than for people who have had great service," Outlaw says. 

TruRating's platform also provides AI intelligence that analyzes feedback for each individual store manager and provides coaching tips on how they can improve.

Verifone + TruRating = better retail performance

Event Network isn't the only retailer driving value with TruRating and Verifone. In addition to experiential retail, the integration is currently implemented in several retail environments, including specialty retail, discount retail, grocery, food service, and travel retail.

Outlaw says companies can apply the technology to support operational improvements, identify customer behaviors that impact spend, assess the performance of new marketing campaigns, and inform coaching and training programs for their staff around delivering a better guest experience.

Along with higher response rates, the TruRating – Verifone integration helps retailers transform their business in other tangible ways. They can take advantage of TruRating's granular, store-level insights to identify early warning indicators for issues like drops in service, which often precede revenue declines or staff churn. They can then act quickly and confidently to course-correct these issues. 

Real-time, high-response feedback connected to POS data is critical for retailers wishing to add a performance layer to their IT stack. One of the biggest levers of revenue exists inside the store in the micro-behavior of associates at the point of interaction. TruRating has demonstrated average transaction value increases from 20-30% simply from coaching staff on behaviors such as asking a customer name or explaining product benefits. But retailers are flying blind without the data that tells them which stores and shifts are executing on their in-store playbook. They're leaving millions on the table, and don't even realize it.

With the TruRating – Verifone integration, companies can get rich, high-volume, in-the-moment feedback that can help them build a more customer-focused, high-performing business. Together, TruRating and Verifone showcase that the future of payments isn't just about transactions — it's about harnessing this touchpoint to better serve customers across their journey.

"Payments are always going to be a point of interaction in commerce. It's the foundation of commerce," Outlaw says. "As long as that foundation exists, it's an opportunity to engage with guests and maximize the value of that interaction."