Telegraph Interview with Dr. Cheryl Flink

Multi-location businesses such as restaurants, retail stores and banks are challenged with delivering on their brand promise across hundreds or even thousands of locations.

The ultimate goal for the brand, as well as every location, is to delight customers so consumers return and refer, and the business grows revenue and profits.

In this interview with Dr. Cheryl Flink, find out the three components needed to give multi-location businesses the highest ROI on investments in the customer experience.

Contact Center KPIs for CX

Which measurements you use to assess contact center operations and effectiveness depend on your goals. If the goal of your contact center is to deliver excellence in the customer experience, here are KPIs you should consider.

 

 

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Petrol Station - Research - 201507

Supermarket brands lead the way in customer satisfaction

London, U.K., Tuesday, 21 July 2015 – Sainsbury’s has become the UK’s preferred petrol retailer with 52 per cent of those surveyed choosing it for its exceptional service and experience, according to an independent study by worldwide leader in consumer intelligence solutions, Market Force Information.  A survey of 5,900 consumers in June 2015 asked participants to evaluate petrol-retailers on the experience delivered, including price, service, brand image, and value added services such as food and coffee shops.

For the rankings, Market Force Information asked participants to rate their satisfaction with their most recent petrol retailer and their likelihood to refer that petrol retailer to others. The results were averaged to rank each brand on a Composite Loyalty Index.

Supermarkets Vs Traditional Petrol Brands: The attributes that drive customer satisfaction and repeat purchases

Consumers rated supermarkets as providing a better experience than traditional petrol brands, with loyalty cards being a primary driver for that preference.  Tesco’s loyalty programme provides the most pull, followed closely by Sainsbury’s (58 per cent and 57 per cent respectively). Sainsbury’s took either first or second place in five of the nine attributes measured, and the traditional petrol brand Shell took the lead in fuel quality and brand reputation followed closely by BP. BP* also led the way for fresh food and good coffee. ASDA received the best ratings for price with Sainsbury’s, Tesco and Morrisons coming in as distant seconds.

(* Some BP stations feature Marks and Spencer food outlets)

“We found that one in six consumers were dissatisfied with their most recent fueling experience,” said Cheryl Flink, Chief Strategy Officer for Market Force Information. “With the plethora of options available to motorists, it’s difficult for brands to differentiate. To be competitive, brands must deliver on core customer expectations  like a competitive fuel price, good fuel quality and ease of getting in and out of the location. In addition, they have opportunities to differentiate on service, site maintenance and overall image. Attention to these will lure customers over and over again.”

Mobile Apps favoured for price comparison and location of petrol retailers

Fuel-related mobile apps are picking up steam among motorists, particularly those on the hunt for low-priced fuel. Five percent of participants said they have used a fuel-related app. Generation X reported the highest usage rates, although there was little differentiation across age groups. When asked which features they have used within the app, finding a location and comparing fuel prices came out on top. 

Survey Demographics

The survey was conducted online in June 2015 across the United Kingdom. The 5917 reflected a broad spectrum of income levels, with 37 per cent reporting household incomes between £25,000 and £49,999 a year. Respondents’ ages ranged from 19 to over 65. Approximately 67 per cent were women and 33 per cent were men.

Follow Market Force’s LinkedIn page for the latest insights, timely discussions, commentary and industry news.

*Composite loyalty score = Market Force asked participants to rate their satisfaction with their favourite petrol/convenience retailer and their likelihood to refer that retailer to others. The results were averaged to attain a Composite Loyalty Score.

About Market Force Information

Market Force Information is the leading global customer intelligence solutions company for multi-location businesses, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that enable multi-location business to manage operational excellence and customer loyalty. Proprietary decision-support tools comprise a platform of data collection techniques including mystery shopping, customer surveys and contact centre; analytics algorithms for predicting growth in loyalty and financial metrics; and a technology platform for integrating multiple data streams. Market Force Information solutions enable brands to identify the actions required at the store level to increase customer loyalty and improve financial performance. For more information, visit www.marketforce.com.

With the plethora of options available to motorists, it’s difficult for brands to differentiate. To be competitive, brands must deliver on core customer expectations  like a competitive fuel price, good fuel quality and ease of getting in and out of the location.

Date: Tuesday, July 21, 2015

Study Reveals Consumer Preferences and Trends in Fueling

LOUISVILLE, Colo. – 21 July 2015 Wawa and Costco are consumers’ favorite places to fill up their gas tanks, according to a study by Market Force Information, a worldwide leader in customer intelligence solutions. Nearly 7,000 consumers were polled for the study, which was designed to uncover where consumers prefer to fuel up and why they prefer one chain to another, as well as trends in mobile app usage.

The study revealed that, while the majority of motorists still fuel up at traditional gas stations and convenience stores, grocers and wholesale clubs continue to gain ground. For their most recent trip to the pump, 69% said they visited a gas station or convenience store, while 31% chose a grocery, wholesale club or big-box chain. Because the critical drivers for customer satisfaction vary between gas stations and grocery or big-box stores, Market Force evaluated each category separately.

Wawa and QuikTrip Favorite Gas Station/C-Store Brands

For the rankings, Market Force asked participants to rate their satisfaction with their most recent gas station or convenience store experience, and their likelihood to refer that store brand to others. The results were averaged to attain a Composite Loyalty Score.

Wawa ranked highest with 68%, edging out QuikTrip, which took the top spot in the 2014 study. QuikTrip was second with a score of 62% and Sheetz was third with 59%. All of the top three are corporate-owned, regional brands. Speedway and Phillips 66 tied for fourth, with Phillips 66 emerging as the highest-ranking national brand.

Graph 1: Favorite Gas Stations/Convenience Stores

QuikTrip Delivers on Service, Sheetz Wins on Loyalty

attributes that impact customer satisfaction, such as service and appearance. Chevron ranked highest for fuel quality and Arco was voted the fuel price-leader. Wawa, which offers made-to-order hoagies, breakfast sandwiches and other food options, took the top spot in the fresh food category. QuikTrip came in first for customer service and appearance for a second consecutive year. Sheetz’s loyalty program was a clear favorite, and it also tied with Wawa for quality coffee.

Graph 2: Satisfaction Attributes Rankings – Gas Station/Convenience Store

“We found that one in seven consumers was dissatisfied with their most recent experience at the pumps,” said Cheryl Flink, chief strategy officer for Market Force Information. “With the plethora of options available to drivers, gas stations and convenience stores must both execute flawlessly on the basics like bright, appealing imaging and deliver in experience-related areas such as customer service and specialty foods.”

Costco No. 1 Among Wholesale, Grocery and Big-Box Retailers

Consumers seem to largely prefer wholesale clubs over grocery stores and big-box retailers for gas, likely for their deeply discounted prices. When Market Force ranked the top wholesale clubs, grocers and big-box chains on the Customer Loyalty Index, three wholesale clubs led the pack—Costco ranked first, BJ’s Wholesale Club was second and Sam’s Club was third. Kroger and Walmart rounded out the top five.

Costco and BJ’s Emerge as Satisfaction Attributes Leaders

When Market Force examined how grocery stores, wholesale clubs and big-box retailers were performing on a spectrum of attributes that impact customer satisfaction, Costco took the top spot in five of the nine categories, including fuel quality, fuel price, customer service, appearance and brand reputation. BJ’s also performed well, leading on ease of entry and exit and good coffee, and tying with Costco for fresh food. Kroger ranked first for its loyalty program by a large margin, besting Costco by nearly 40%.

Graph 4: Satisfaction Attributes Rankings – Grocery/Wholesale Club/Big-Box

Motorists Using Mobile Apps to Find Cheap Gas

Fueling-related mobile apps are picking up steam among motorists, particularly those on the hunt for low-priced gas. Ten percent of study participants said they have used a gas app. Generation X reported the highest usage rates, although there was little differentiation across age groups. When asked which features they have used within a gas app, gas price comparison came out on top at 78%, followed by finding a gas station and reporting gas prices.

Graph 5: What features have you used within your gas/convenience store mobile app?

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For their most recent trip to the pump, 69% said they visited a gas station or convenience store, while 31% chose a grocery, wholesale club or big-box chain.

...Gas stations and convenience stores must both execute flawlessly on the basics like bright, appealing imaging and deliver in experience-related areas such as customer service and specialty foods.

Date: Tuesday, July 21, 2015
Convenience Store Decisions logo

21 July 2015 — Wawa, QuikTrip and Sheetz are among consumers’ favorite places to fuel up, and they have also revealed why. The study revealed that, while the majority of motorists still fuel up at traditional gas stations and convenience stores, grocers and wholesale clubs continue to gain ground. For their most recent trip to the pump, 69% said they visited a gas station or convenience store, while 31% chose a grocery, wholesale club or big-box chain. Because the critical drivers for customer satisfaction vary between gas stations and grocery or big-box stores, Market Force evaluated each category separately.

Date: Tuesday, July 21, 2015

Fueling change: Major gas retailer drills for insights

A gas retailer with 8000+ locations had been measuring the performance of its convenience stores with a mystery shopping program. They had lots of data, but no insights. The company tapped the Market Force Analytics team who discovered a 58% variance in sales between the top and bottom quartiles. The next step was to find which specific questions predicted the variance in fuel sales growth. In other words, what matters most to consumers and their behaviors?

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