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CompanyProfi le
Capturing instant feedback at the POS
n 2013, U.K. finance and consumer strategy law-
yer Georgina Nelson decided it was time to move
ahead with a notion. "I'd had an idea nagging away
I at me for years, and I decided I was going to make
it happen when I was on maternity leave," said Nelson,
CEO of experience management firm TruRating.
Her legal work had revealed a market need for a credible
consumer rating system, and she believed if an easy way
could be created for consumers to give feedback at the
POS, consumers and businesses would be empowered.
In 2014, Georgina and her husband, TruRating chief
strategy officer Christian Nelson, brought together
a talented team, forward-thinking customers and
innovative partners in the payments industry. The goal,
Georgina Nelson said, was "to change the way the world
gains insight using point-of-payment customer feedback."
Gathering fair feedback
Research confirmed consumers used review websites, but
ultimately didn't trust them, because they could easily be
frontloaded by an owner or sabotaged by a competitor.
Representation was also a significant problem. "One
percent of users provided 99 percent of the content, as
the rest of us didn't have the time to log on and write a
review," Georgina Nelson said.
She also noted the stretch of time between the sale and
the review. "I learned that on average, businesses hear
from around 1 in 1,000 of their customers – and that's
mostly complaints, heard days or weeks after the event,"
she stated.
TruRating created a proprietary platform that made the
review process easy and quick by tying it to a validated
payment. The system works through a merchant's
payment terminal, prompting the customer to answer one
simple question at the point of payment. Questions rotate
with each sale and garner an engagement rate as high as
90 percent. The merchant receives real-time data from
thousands of validated responses submitted each month,
and can also use TruRating to test and learn, eliminating
the guesswork before a promotion or service change.
MLS/ISO contact:
Alan Outlaw
President of North American Region
hello.usa@trurating.com
855-965-1960
Five countries, 50 million ratings
Headquartered in the United Kingdom, TruRating has
expanded operations to Australia, Canada and the United
States, and is also in use in Ireland and New Zealand.
According to Georgina Nelson, one of the toughest
challenges was forging partnerships with major players
in the global payments industry. Indeed, a specialist she'd
hired to help devise the partnership strategy advised,
"Stop now, before you even start, as this will never work."
Undeterred, the TruRating team stayed true to their
vision. Step by step they built partnerships with many
of the world's largest payment businesses and created
a scalable solution that can operate across hundreds of
locations daily with little support, and no hardware or
capital spend. To date, TruRating has collected over 50
million ratings worldwide and is continually welcoming
new enterprise clients.
Blazing trails
"To be able to let businesses know, in real time, what
nine out of 10 of their customers are thinking about them
is game-changing," Georgina Nelson said. "No other
company is able to capture consumer ratings at the point
of payment across such an extensive range of terminal
types and channels in markets around the globe."
The TruRating charity program also demonstrates the
company's innovative spirit. TruRating donates to charity
each time a customer makes a rating through its system.
"Right now, we donate to children's charities around the
world," Georgina Nelson stated. "Last year, our donations
provided 500 days of play for young refugees, 224 school
kits for eager learners and 28 smiles via life-changing
cleft palate surgery."
The company's impact can be likened to the butterfly
effect, because small actions can lead to large impacts.
"One small push of a button can add up to better insights
for businesses, better experiences for customers and better
outcomes for charities ‒ all over the world," Georgina
Nelson noted.
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