Startups to Watch: MicroMetrics looks to encourage customer feedback

Mark Brownlee
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When was the last time you actually wanted to fill out a customer satisfaction survey?

MicroMetrics executives (from left): Andre Richards, Martin Kratky-Katz, Artem Abramov, Tomasz Ogrodzinski and Nakul Nayak.

Artem Abramov and Martin Krátký-Katz are anticipating it wasn’t any time in recent memory.

That’s why they’ve started MicroMetrics, an Ottawa-based startup that is selling a tablet-based customer survey program.

Instead of asking for feedback long after a customer has interacted with a particular business, the MicroMetrics solution seeks to check in with them while they are still at the store or restaurant.

Traditional surveys have a number of drawbacks, according to Mr. Krátký-Katz.

They often happen a long time after the customer has interacted with the business, which skews the reliability of the data.

“The people who really remember their experiences most vividly are the ones who either have a really terrible experience or a really great experience,” said Mr. Krátký-Katz.

MicroMetrics’s solution offers customers free products as an enticement to fill out a survey before they leave on an iPad  located at the business. The initial returns have been promising: the company has been able to get response rates of up to 27 per cent, much higher than what they say is the industry standard of three per cent.

Since then, MicroMetrics has managed to convert 80 per cent of the businesses that were using a free version of the service into paid customers. The firm now has 10 clients in Ottawa and four clients in Kingston.

With our notification system, they’ll be able to address any of the concerns that the patient may have to make sure that by the time they actually leave the premises of the hospital, they’ll be fully satisfied. Artem Abramov, co-CEO of MicroMetrics

It has also expanded into the field of data analytics. Now the company is offering to crunch the numbers and highlight areas where clients need to improve their customer service.

There is also a customer loyalty component.

The survey system allows businesses to develop a profile of particular customers and then tailor marketing campaigns towards them. For example, a steakhouse could e-mail a mid-week coupon to a customer who comes in every Wednesday to enjoy a steak.

Now, the company hopes to expand its product offerings so that businesses have options beyond the iPad solution the company has developed. In addition, MicroMetrics is also targeting the health-care sector.

Founded: 2013

Local head count: 13 paid, full-time employees, plus advisers and part-time employees

Funding: $500,000 from Startup Garage, GrindspaceXL, IRAP and the federal government’s Youth Employment Fund, plus money from family and friends

Selected client list: Ottawa Health Group, the Flying Banzini

Brief description of the service: Tablet-based customer survey program


Organizations: Startup Garage, Youth Employment Fund, Health Group

Geographic location: Ottawa, Kingston

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