Surveys, rewards dying: Tapyness scores customer feedback with one-tap, 3-second experience

No one takes 15-minute surveys anymore, said Matthew Korte, co-founder of Tapyness, a Lawrence-based customer experience platform that provides real-time feedback via kiosks in client businesses.

A typical Tapyness interaction takes three seconds, he said.

“We’re down to the millisecond, and we’re aggregating hundreds of tablets simultaneously within one brand to go: ‘Here’s the health of your business,’” Korte said.

Tapyness’ platform measures customer experience, employee satisfaction and specific marketing initiatives, he said

“The attempt to understand the customer and the consumer is pretty much forefront with major brands right now,” Korte said.

In this new digital world, he said, reward programs and customer surveys are trending downward because of decreased interest, as well as customers’ unwillingness to be identified.

Tapyness kiosks hit up to 40 percent of a business’ customer base, while typical surveys that take more time and ask for customer identification, only gather less than one percent, Korte said.

Businesses working with the company expect a daily “Tapyness Score” detailing feedback percentages. It also features an alert that warns companies when they receive lower scores.

Brent Flanders, Tapyness

Tapyness first began testing its concept in independent businesses in 2016, but has since expanded its offering to include large-scale enterprises. The company garnered 47,000 users in 90 days within one of its first pilots before Korte and co-founder Brent Flanders realized the value and scope of the available data.

The biggest initial challenge was figuring out pricing and getting businesses to believe in the power of Tapyness’ data, Korte said.

“The data was worth so much and nobody has barked at our pricing to date,” he said. “It’s believability, but the proof is in the pudding. Once somebody runs it, they go: ‘I get it.’”

The co-founders work with a tight-knit group of six people, Korte said, with no plans currently to expand the team further — focusing instead on design and superior data acquisition.

Korte credits their success to the team’s experience, with his own background at Microsoft and Smartsheet, and Flanders, formerly of Perceptive Software. He also notes the solid backing of first customers and helpful entrepreneurs in Kansas City.

“The network here is really opening up quickly,” Korte said. “About 10 years ago, it wasn’t nearly as collaborative. Now, people are just open arms.”

Tapyness now is shifting attention globally, with the possibility of moving away from iOS software to create and operate the company’s own devices, he said.

“We’ve never really had an issue, but having the customization and being able to own the device would be unique,” Korte said.