A QR code survey allows customers to give feedback at the moment and place where they have the experience. Scanning the code with a phone camera opens the survey in the browser; the customer does not need to install an app or create an account. It is a low-cost and fast feedback method for physical touchpoints such as stores, restaurants, hotels, clinics and service locations.
Why QR Codes?
- The moment closest to the experience. The customer responds at the checkout, at the table or at the pickup point; the response is based on that day's experience rather than general perception.
- No contact information required. It also reaches visitors whose email address or phone number is not known.
- Automatically linked to the unit. When a separate code is generated for each branch and touchpoint, where the response came from is known without asking.
Step-by-Step Setup
1. Keep the Survey Short
QR surveys are often answered standing up and in a short time. One main score question, one root cause question that appears on a low score and an optional open-ended question are enough. For sample questions, see the customer satisfaction survey questions guide.
2. Generate a Separate Code for Each Location
Using one code per touchpoint (checkout, fitting room, table, pickup point) instead of one code per branch also shows in which area of the branch the problem lies. For many branches, generating codes in bulk and labeling them with branch names speeds up printing.
3. Use a Permanent Address
The address behind a printed QR code should not change. When the survey is updated or replaced with a new one, the code should stay the same and show the new survey. This way, table cards and stickers do not need to be reprinted.
4. Place It in the Right Spot
- At the checkout, next to the receipt or the POS screen
- In restaurants, on the table card or the bill folder
- At delivery and service points, on the delivery document
- In waiting areas, at eye level
Add a short call to action next to the code, such as "Share your experience in 30 seconds." Not printing the code too small and watching out for reflections on glossy surfaces makes scanning easier.
5. Take Precautions Against Misuse
Public QR codes carry a risk of repeated or automated responses. Limiting responses coming from the same device within a short time, flagging unusual responses as suspicious and keeping them separate from reports protects the reliability of the results.
6. Follow Up on Low Scores
QR responses are mostly anonymous. Offering customers who give a low score (e.g. 2 or below on a 1-5 scale) an optional contact field ("Would you like us to get back to you?") makes it possible both to resolve the issue and to win the customer back. How these responses should be handled is described in the closed-loop feedback guide.
Limitations of QR Surveys
QR surveys are completed voluntarily by customers; for this reason, the response rate is often lower than for surveys sent as invitations. Respondents may also not represent all customers: very satisfied or very dissatisfied customers are more likely to respond. It is therefore sounder to compare QR results across units and periods using the same method and, where possible, to supplement them with post-transaction SMS or email surveys. For the code to be readable, the print size should also suit the scanning distance: a few centimeters on a table card, larger on a wall poster.
KVKK and Personal Data
Anonymous surveys containing scores and comments generally do not contain personal data. However, in surveys that ask for a name, phone number or email address, a privacy notice must be presented under KVKK (Turkish Personal Data Protection Law), contact fields must be optional, and data must be deleted or anonymized at the end of the defined retention period.
Tracking Results
The value of QR surveys emerges in comparisons between branches. When responses collected with the same question set are placed side by side by branch, region and touchpoint, it becomes clear which location needs support. For interpreting the metrics, see the CSAT and NPS guides.