Customer Experience Management: Revamp Your System!

Have you been measuring the same things in your customer experience surveys for the past three years? Has your mystery shopping program been in place with little change? Has it been 6 months or more since your team met to clearly assess your measurement program—including spend and ROI? If so, it’s time to step back and do a clear-eyed evaluation.

Too often, measurement systems are left running untouched for months or years. That’s a mistake. The market is dynamic, customer expectations change, and your own products and services change as well. Granted, there is a cost to making changes:

  • You do want a stable measurement system to track and trend results;
  • If compensation is tied to results, changes may need to roll out slowly;
  • There’s work involved—and that includes aligning stakeholders.

However, the benefits of carefully evaluating and fine-tuning your program far outweigh the challenges. You will want to:

  • Find the gaps. What methodologies need to be added to assess brand and store level performance? What focus areas or questionnaires need changed?
  • Align the questions. Remember to construct a questionnaire matrix to ensure that you use the same wording and scales across your measurement instruments.
  • Evaluate communication. Go out to franchisees, the front line, managers—all users of the data—and ask whether they are getting what they need to better manage their business. If they aren’t, you’ll need to rethink that strategy.
  • Raise the bar. Demand more of your teams. We have one client who raises standards every year in order to remain best-in-class. The bar he’s set in demanding exceptional customer experience has become a real challenge to competitors.

Market Force provides CX Strategic Planning workshops to assist with this process. We’d be glad to discuss how we might help you. In the meantime, check out a video published by The Telegraph interviewing Cheryl Flink, Chief Strategy Officer for Market Force. You’ll find some great tips for designing your customer experience management program. 

Gino Virgadamo is a Key Account Manager at Market Force Information, specialising in the pub, restaurant and petrol-convenience industries. Over the past 4 years, he has helped businesses understand key drivers & trends, as well as provide strategic planning to drive ROI and stay ahead of the market. 

Engaged Employees: The Key to a Thriving Brand

So much has been written about the importance of employee engagement that it almost seems foolish to spend time talking about it. But if we are creating environments that created happy, productive employees, why do organizations like Gallup report that only about one third of employees report being “engaged” in their work?

The reality of what employees actually think about your brand, their job, and your customers needs to be measured. Why? Because literally hundreds of research studies, including those from Market Force, show that engaged employees create more revenue, lower costs, and create more loyal customers. In one study by Market Force, we found that a 30% difference in absentee rate and a 19% difference in retention between locations with high vs. low employee engagement.

Employee engagement is a vital part of your customer experience management strategy. So how should you measure employee engagement? You will need to assess satisfaction and engagement in two core areas: Engagement and Enablement. Consider the following in each core area: 

  • Engagement. Do your employees love your brand? Do they understand your mission? Do they personally believe that the brand and the location they work in serves customers well? Do they believe that their job matters to the business and that they do their job well? Do they believe they can grow and learn?
  • Enablement. Do your employees have the tools and training they need to do their jobs? Do they receive regular feedback about their performance? Do they understand corporate policies and how to follow them? Do they have a reasonable workload and are able to balance?

In restaurant and retail, employees come and go. You may think the revolving door is inevitable. It’s not. By getting a clear picture of what employees need in these two core areas, and then having the fortitude to act on what you learn, your brand will thrive and be the place where the best want to work. 

As Chief Strategy Officer, Cheryl aligns Market Force's strategic direction with our clients' strategic objectives. She oversees the North American client base, Analytics and Insights, Winnipeg Operations and Marketing. She has a Ph.D. in social psychology and broad business experience in both private and public companies.

Use Cameras and Beacons to Understand Customer Experience

Multi-unit businesses strive to gain a better understanding of what truly happens across their expansive network of locations. Being in-tune with the nuances at the location level can be the difference between the success or failure of a brand.  Each location and each shift will either help or hurt in your quest for market dominance. To intimately understand performance we need answers to important questions. Questions like: Are staff interacting with customers? Are we managing queue times effectively? Are we seeing more or fewer customers walk through our doors? Are sales staff interacting with customers? 

Market Force is working with more and more clients who are investing in digital stores as a part of their customer experience management strategy. They are using camera and beacon technology to collect information on customer counts, dwell time, number of customers in line, and time for sales associates to approach customers. In turn, this objective data is combined with customer experience data to get the subjective perspectives on the experience itself, for example, how effective the sales associate was in ascertaining needs and making good recommendations.

The plethora of data can be overwhelming. How can you find the ROI in your camera, beacon, and customer experience data assets? Try these three tips to get started:

  1. In the retail space, cameras count the number of customers who enter the store and the POS system shows the number of transactions. That conversion rate is a key metric—and will vary across locations. Use your customer experience survey and mystery shopping data to explain the difference in conversion rates between your locations. Then set goals to drive improvements on what matters most.
  2. In the restaurant industry, focus on dwell line queues and how well staff greet and connect with customers. Focus on how to better engage staff and whether you have the right labor model to handle the queue and optimize transactions.
  3. Embed a customer experience survey in your app. Ask customers about their experience while they are in the store, and marry those perceptions with your beacon technology tracking in-store movements. Market Force now provides a software development kit for our survey technology to embed surveys in your app—and report on KnowledgeForce.

In a past post our CTO Ben Dards wrote about the importance of looking at customer behaviors not just opinions. Specifically he cited the following; “Cameras, beacons, and app integrations give you extremely insightful information into some operational measures, for example: dwell times, queue abandonment, and conversion rate. When you couple this behavioral data with customer perceptions, you will have powerful new insights into the customer experience and how you can take action.”

Technology is empowering us in new ways to get an affordable and continuous view of reality. We can now monitor behaviors and trigger instant alerts when necessary, while in the background we amass huge amounts of data. By combining a series of behavioral data with subjective measures, and tying it back to specific and quantifiable business outcomes, you can get to a clear ROI and create a plan of action that quickly improves your revenue and reduces your costs.

To learn more about how to create a Location Based Service strategy that leverages your camera or beacon technology, contact Market Force. Our senior strategists have the expertise to blend the right processes and technologies to create cost effective solutions for leveraging your data assets. We look forward to an exciting discussion!

 

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Scott Griffith is Vice President, Executive Business Strategist at Market Force Information. Scott consults with client executives to design strategies that foster growth for companies in early stage ventures through IPO and beyond.

Feedback is a Gift: Managing Customer Complaints

Consumers expect us to be united and omni-present in understanding their experiences. That’s a tall order when feedback can come from so many different touchpoints. How can you listen and respond effectively to consumer feedback, especially to those negative comments that can hurt your brand or lose loyal customers? Here are a few tips to get you started:

  1. Make sure you listen across a wide variety of touch points, such as your inbound phone calls (into head office or call center), emails, social posts, online chat, customer satisfaction surveys, in store quick-feedback pods, comment cards, etc.
     
  2. Incorporate new technology touchpoints that look at customer behaviors—not just opinions. Cameras, beacons, and app integrations give you extremely insightful information into some operational measures, for example: dwell times, queue abandonment, and conversion rate. When you couple this behavioral data with customer perceptions, you will have powerful new insights into the customer experience and how you can take action.
     
  3. Manage the complaint process consistently across all touchpoints. Ensure that each item—no matter whether it is a call, an email, or a social post—is appropriately handled with a closed loop system. Communications, escalations, fulfillment—all need to be handled in a single case management solution.
     
  4. Analyze your complaint data to find specific locations that generate most of the complaints—and link complaints to financial results. Allow data analysis to open your eyes. At Market Force, we have analyzed complaint data and consistently find two very important outcomes:
    -  The number of complaints per thousand transactions can vary widely, with some locations generating 3x to 4x the number of complaints averaged by other locations in the system.
    -  The number of complaints about a specific location is negatively correlated with financial metrics like same store sales growth.
     
  5. Act. We often find that clients can make it to Step 4 and then get stuck. It’s very difficult to actually act on this data. It requires consistent messaging and expectations to all locations, clear action plans, and then will to follow through and hold managers accountable for results. That takes time, and your closed loop reporting system can open your eyes to the behaviors of A, B, and C managers.

Feedback is a gift. Listen to what your customers say, respond consistently and effectively, and use the insights to hold your teams accountable to delivering exceptional service. 

Ben Dards is the Chief Technology Officer at Market Force Information and has been developing technology in the rapidly expanding customer experience management space for over 15 years. His experience working with over 250 clients in the space has informed development of reporting and visualisation platforms, an online app for collecting data, and unique tools empowering operators take action on data. 

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To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

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