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Education
3. Ease of use: Is it easy to void or cancel a transaction
on your machine? Is it easy to manage each of the
following payment services: gift, loyalty, age verification
and check imaging?
4. Reliability: How many times a week does your
terminal require a new program download? On
average, how many rolls of paper do you use during
batch settlement? Does your device periodically
lose memory, possibly due to electrical surges? Is it
connected to a surge protector?
5. Speed: Does your device meet industry average
transaction times – 28 seconds via dialup or 2 seconds
via Internet protocol?
6. Functionality: If you could change anything about
your current credit card terminal or processing services,
what would you change?
7. Equipment: Which of the following devices would
help you accept new forms of payment in your business?
Check all that apply:
• PIN pad
• Check imager
• Contactless reader
• Automated teller machine
• Electronic gift or loyalty program
Make it fun
To go along with your survey, throw in a prize or raffle
for merchants who return their questionnaires before a
certain deadline. Or present a clearance sale or limited
time offer. If the survey includes a raffle, make sure to
publicize the winners, and consider offering a small consolation
prize to all who those who didn't win but took
the time to answer the survey.
Furthermore, reward all customers who responded with a
note of appreciation. And, of course, address any issues or
concerns raised in the survey. Remember, as in business as
in love, the secret to a sustained and mutually profitable
relationship is in asking the right questions.
Dale S. Laszig has a varied background in sales for First
Data Corp., Hypercom Corp. and VeriFone. Her dedication to
technology, writing and graphic design led to the formation of
DSL Direct LLC, a marketing services company geared toward
payment professionals. She can be reached at 973-930-0331
or dale@dsldirectllc.com.