Central to the successful collection of Ratings by the TruRating application is the Customer Journey. TruRating supports a number of customer journeys to suit the full scope of merchant environments. These journeys use different supported trigger points to invoke the TruRating question on the PED at the most suitable time. The key to collecting anonymous, quality ratings from a customer is to present the TruRating question at a time when the customer is looking at the PED or payment device and is fully engaged to respond to it.
One customer, one rating
A core requirement of the customer journey is to ensure that within a transaction a customer is only asked to rate once. Where a single customer presents two or more cards as payments within a single transaction then only one rating question should be presented. Where multiple customers are involved in a transaction (for example split bill in a restaurant) then each separate customer paying by card can be presented with a rating question. The exact details of how this is achieved is specific to the implementation of TruModule. Where this behaviour cannot be easily implemented by TruModule then TruRating can leverage question regulation as a way of reducing the chances that a single customer receives more than one rating question within a transaction.
One keypress response, or timeout
When the TruRating question is displayed the response is a single keypress on the device keypay, or a timeout. Customers can ignore the question, or hit a non-numeric key (such as Clear or Cancel) if they do not wish to provide a rating.
The question is removed when a rating is given, a timeout occurs, or a point at which the PED needs to be used for some other purpose (i.e. card payment, loyalty or voucher processing).
Transaction & Payment Timeline and Trigger Points
The image below shows a typical transaction & payment timeline as a sequential sequence of events along with the point within the timeline the the different TruRating tiggers apply. Each trigger point is explored in greater detail below:
The TruRating question is displayed on the PED in response to some event occurring within the payment system and/or POS (for integrated systems). A TruRating implementation must support one of these triggers, but ideally would support more to improve the capacity of the implementation to support any merchant requirements.
All TruRating triggers occur before the end of the transaction. This provides the best way of ensuring that it is the paying customer who sees the question and provides the rating, and not the next customer, or the attendant.
These trigger events include:
- Payment Request - the question is displayed immediately a payment request is received (or sent) and before payment processing proceeds.
- Amount Finalised - the question appears just before the card is to be presented after any activity that may effect the tender amount that is completed through the payment device or terminal has been completed (e.g. gratuity).
- Card Presentation - the question appears just after the card has been presented, before cardholder verification. For contactless this would be after the card has been processed but before the payment completes.
- Pre Approval - the question appears after card processing, BUT before the result is displayed to the cardholder. With this trigger the rating must occur before receiopt printing and any card removal prompt. Where possible the rating question should also be displayed ahead of the prompt asking the customer to remove their card, in the case of a contact EMV payment.
- Dwell Time Extend - the period during basket checkout. The question is generally triggered by the first item scan. The process to remove the question if no rating has been given begins at the point that tendering commences or a point the PED is needed for another service. The removal of the rating question is delayed for a configurable number of seconds to give the customer more time to rate.
Selection of a trigger
The selection of a trigger to use for a particular system depends on a variety of factors including the payment configuration and the customer journey. The aim is always to maximize customer response rates, and ensuring authentic customer ratings. TruRating has compiled the optimum trigger points based on this information which can be found in the TruRating Touchpoints table in the specifications. In all cases, the optimal trigger point will be used. Where there are multiple optimal trigger points, these should be built into TruModule in such a fashion that the desired trigger can selected in runtime configuration.
The TruRating technical team are always available to assist with discussions on trigger type selection and agreeing the right customer journey based on best practice.
Example customer journeys
Examples of some of the customer journeys that invoke TruRating questions in response to different triggers are shown in the summary flow diagrams below and described in more detail in the following sections: