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. 

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.

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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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