5 Ways to Improve Store Operations through Customer Feedback Data
February 4, 2015
Today’s marketplace is a customer-centric one, and customer experience is becoming a core discipline for organizations looking to stay ahead of the competition. 70% of buying experiences are based on how the customer feels they are being treated (McKinsey).
Whether you are a local store manager or the head of an entire region, you can help your organization improve store operations by adopting customer-focused practices.
Transactional, loyalty and point-of-sale data show what items are purchased, but they don’t explain what shoppers like, don’t like or how they feel. By analyzing customer feedback data, you can glean essential insights into their customers’ hearts and minds – and share of wallets. Customer data provides the extra level of insight needed for store managers to make more informed business decisions that help deliver a personalized brand experience. For example:
1. Operational efficiency improvements: Are you aware of the areas of your store that could be delivering an unsatisfactory experience? Are people complaining because you don’t have enough of a certain type of bread on the shelves? By keeping track of trends at the departmental and regional level, you can ensure higher efficiency in supply chain management and reduce product waste.
2. Marketing and brand resonance: By understanding what the local community values, stores will be able to cater to their preferences, increasing sales and winning loyalty. Answering questions such as why a certain coupon or promotion is more popular with customers than others can help your organization develop more targeted marketing campaigns and in-store promotions.
3. Increased employee engagement: Where do you need to improve training for store associates? How do customers feel about the service they receive in a specific store? What would make store associates more motivated at work? Customer and employee feedback data pinpoints where you need to improve training or how you can increase employee engagement, which in turns leads to higher customer satisfaction and loyalty.
4. Legal risk mitigation: You can proactively stay on top of trends or emerging issues in your customer data in order to mitigate legal risk. For example, customer data may show the first sign of someone intending to take legal action, or complaining about mislabeled products and expired produce. Ensure sensitive or urgent customer comments are quickly routed to specialized customer care agents or legal team members.
5. Strategic Planning: A recent Forrester study showed that 41% of online customers who checked prices on their mobile phones in-stores ended up purchasing at another retailer. How does the digitalization of stores impact your store operations? Do your customers want Click and Collect options? How do certain stores compare with others in the region and with local competitors? Customer insight allows for more informed decision making based on hard facts.
Store managers need to have a complete understanding of their customers in order to deliver a personalized and relevant shopping experience. For a deeper dive into how you can use customer feedback data to improve in-store operations and gain a competitive advantage in the market place, download our latest eBook, The CX Files.