27 Sept 2018
Learn how a retail company improved its customer shopping experience by measuring visitor satisfaction across 24 stores. This case study details their methodology, key metrics like CSAT and NPS, and the actionable insights gained from internal benchmarking.
The store measured the satisfaction of its store visitors and, by transferring best practices, ensured an improved shopping experience across all its branches.
Purpose:
Checking store visitor satisfaction
Target Audience:
Store visitors who make a purchase
Measurement Elements:
24 stores of the company
Measurement Method:
Continuous measurement
Response Generation:
Invitation on printed receipts (with incentive)
Measurement Outcome:
0.6% customer response / 1,800 feedback submissions monthly
Employee Activation:
Yes, through an internal benchmarking tool
CSAT:
4.5/5
NPS:
52
The company is interested in the satisfaction level of their customers with individual stores, what bothers them, and what they desire from the company. We prepared a questionnaire that measured customer satisfaction with the shopping experience, the professionalism and friendliness of employees, the product selection and their prices, NPS, and CES.
The company identified a relatively low Customer Effort Score (CES), which indicates how much effort a customer must exert during the purchase process, suggesting a problem with the accessibility/expertise of the sales staff. With the help of internal benchmarking, they identified which units offer the best and worst shopping experiences, appropriately engaged the managers of individual branches, and created a program for transferring best practices among the company's units.