How Brands Can Measure Their Grocery Customer Experience in 2021
By listening to their customers and measuring customer service standards, grocery brands can stay ahead of the curve and deliver what their customers need and want most—especially as consumer expectations and trends evolve. To be successful in measuring and administering change, keep these tips in mind for measuring service levels at your grocery chain.
随着客户期望的快速发展，杂货店品牌衡量所有接触点的客户体验至关重要： 在线 的、应用程序内、手机上或商店中。例如，神秘购物可以有效地评估这些关键渠道和互动，从而直接影响和提升客户满意度。
Read more: 神秘购物计划的理想目标
Mystery Shopping measures operational standards and brand performance. Whether in-store, online, on the phone, in-app, or beyond, you can uncover the behavioral and operational drivers of the customer experience that are ultimately responsible for improving customer satisfaction, loyalty, advocacy, and financial outcomes. As part of your mystery shopping program, administering Store Audits ensures compliance with operational and safety standards. This helps store leadership make updates as rapidly as possible to maximize safety and customer satisfaction.
Customer surveys are a vital and constant listening-post for customers and bring forth customer perceptions and trends. They capture highly valuable information that operationally-focused mystery shops may not have visibility to, as customer needs and experiences evolve quickly and vary across times of the day/week and geographical regions.
Operating both programs together and syncing the results regularly ensures that mystery shop assessments stay aligned with customer needs found in the survey results, improving customer satisfaction faster and building long-term loyalty to that grocer vs. competitors.
Prioritize Which Service Improvements to Make
Improvement prioritization should be based on the overall scoring or impact of a service category or touchpoint. Service interactions that have a greater impact on customer satisfaction and loyalty are weighted heavier in order to offer focus and prioritization.
Mystery Shopping within the grocery industry is compartmentalized by department or service channel, with each store shopped three to eight times per month, depending on store size and sales volume. Shoppers are typically visiting three to five departments and interacting with four to five associates during a single visit in order to capture a true customer experience.
In the end, whether the service strengths or weaknesses are in Produce, Deli, Customer Service, Checkout, or any of the many other customer touchpoints, mystery shopping helps you highlight where to start making improvements first.
Cascade Feedback Through Your Grocery Store Locations
Customers want to be heard, whether the experience is excellent or poor. By offering a survey tool to capture feedback at every customer touchpoint, the brand is communicating that they care and want to understand their customers’ needs and wants.
Grocery chains typically cascade customer experience data by hierarchy all the way down to the store manager and department manager. This enables transparency throughout the organization and drives accountability. Some brands choose to incentivize managers based on positive feedback or mystery shopping scores to engage that next-level performance and ensure that field management actively uses the program feedback in the daily operation and maintenance of their stores.
What to Look for In a Grocery Mystery Shopping Program
Sure, you might know you want to implement a mystery shopping program. Perhaps you even want to implement both mystery shopping and customer surveys as a holistic approach. But it can be difficult to know where to start—or who to work with.
If your organization is already looking into implementing a mystery shopper program, there are probably several different vendor options being explored by your team. While completing this due diligence is important, it can be challenging to know the right questions to ask when submitting a request for proposal (RFP). Asking the right questions can give your brand leadership more confidence that they are working with the right vendor so that you can then provide an industry-leading 客户体验.
30多年来，我们一直在为以下公司管理经验证的神秘购物计划和客户调查计划 星巴克、Krispy Kreme和Under Armour （这里更喜欢使用杂货连锁店的名称，如Whole Foods、Giant Eagle、Meijer和H-E-B）。我们可以帮助您为您的杂货连锁店获得改变游戏规则的见解。