Use Case: Real-time customer feedback helps vending operator resolve issues faster and improve service

Real-time feedback isn’t just a convenience. It’s a service strategy for one Southern California operator.

For many vending operators, the first time they hear about a machine issue is when a location manager calls — or worse, when a frustrated customer posts a negative review. Some operators are finding new ways to hear directly from users in real time, however, giving them the ability to respond quickly and protect both revenue and reputation.

Allen Watson, owner of Cornerstone Vending in Southern California, operates approximately 100 vending machines across a mix of schools, offices, and public locations in California. Since 2021, he has been using AirVote, a mobile feedback system that allows customers to report problems or share experiences directly at the machine. When someone scans the QR code and submits feedback — whether it’s a service issue like “Jammed – no chips come out” or a product suggestion such as “…should not contain nuts” or “…add a zero-calorie beverage option” — Allen receives an instant alert via text or email, complete with the exact location of the machine.

“This lets me respond immediately,” Watson says. “I can even issue a refund over the phone if needed. The customer is taken care of before it becomes a complaint.”

One feature he finds especially valuable is the ability for customers to attach photos to their feedback. “A picture says more than a thousand words,” he notes. “It helps us understand the exact issue without having to guess.”

The same feedback channel has proved invaluable in public schools and healthcare facilities. Administrators prefer that students and patients report vending issues directly to the operator, sparing staff from becoming go-betweens. At the same time, privacy rules require minors — and in many cases, healthcare users — to remain anonymous. “The built-in anonymity checks both boxes,” Watson explains. “It keeps administrators out of the loop while still giving us the information we need to act fast.”

That said, while anonymity is important, there are cases where follow-up is necessary, Watson notes, especially if a customer requests a refund or reports a recurring issue. “Sometimes an email gets lost in a junk folder, but a phone number makes it easier to follow up quickly when needed,” he says. The system was recently updated to instruct users to include their phone number if they need a response.

Watson’s experience highlights an emerging trend in the vending industry: using real-time, user-initiated feedback to minimize service delays, reduce product loss, and improve customer satisfaction. The approach doesn’t require expensive hardware upgrades or full telemetry, just a willingness to listen and act.

For operators like Watson, real-time feedback isn’t just a convenience; it’s a service strategy. In a business where margins are thin and service quality matters, hearing directly from the customer at the moment of experience can make all the difference.

Published at Vending MarketWatch, July 10, 2025 (link)