B&Q Shares Their Secret for Making Customer Experience Work
September 29, 2015
Nominated as a finalist for Retail Week’s Customer Experience Insights Initiative of the Year 2015, B&Q is an expert in understanding the customer and acting on their feedback to create positive change.
We chatted with Tim Jude, Customer Experience Insights Manager at B&Q, to get the back story on the programme’s success. Tim will be also be speaking at C3 Europe in London, 28 October 2015. Here’s what he had to say:
Sentiments: How does your company differentiate itself from competitors?
Jude: DIY and home improvement is often difficult, whether you’re wielding a tool belt or trying to choose that perfect paint colour. B&Q strives to make it more do-able and give customers the feeling that they can unleash their home improvement potential. It’s vital to monitor the customer experience to ensure that we’re living up to this challenge.
Sentiments: What’s been the biggest stride or achievement you’ve made in your customer experience program? What has helped you achieve this?
Jude: When we started, the existing CX programme was poorly used and was often poorly regarded. Our biggest achievement has been turning this programme around, creating helpful data, and transforming it into a constructive initiative that helps our stores to make positive change.
We have achieved this through an obsessive approach to detail and a thorough understanding of the intricacies of our corporate culture, something that had previously been a barrier to success. To put it simply – we worked out which buttons to press to get great results, which ones to avoid, and then protected these at all costs!
Sentiments: What are your top priorities when it comes to the customer experience with your survey program?
Jude: Consistency. When we’re good, we’re great; but we have progress to make in ensuring that experience is consistently received. Our programme is designed to weed out those inconsistencies and arm managers with the right customer insights so that they can prevent them from happening again. Great experiences at B&Q are heavily reliant on the service given by our people, so another priority is communicating to our shop floor teams how influential they are on the overall success of their stores.
Sentiments: Customer Experience professionals are challenged to make CX data relevant and actionable at the executive level. What are your top recommendations in this area?
Jude: Keep on the executive’s agenda, not yours. Make it your mission to communicate in a way that’s always relevant to this agenda (whilst all the time allowing customers to tell you what’s on their agenda). This helps to keep it simple for a business audience who have precious little time to absorb insight. Create solutions that are flexible enough to cope with business change. Keep everything simple. Finally, give them positive feedback to allow celebration – they like to be nice as much as anybody else in your business and it also paves a way for tougher conversations to be had.
Sentiments: What will attendees learn from your presentation at C3?
Jude: Top tips on how to succeed from the very beginning; how to take a step back and slow down to take stock of the situation at hand, all whilst building a programme that will change your organisation because you’ve taken a different look at the world.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani