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How Brands Can Measure Their Grocery Customer Experience in 2021

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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.

测量所有杂货店客户服务接触点

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。

杂货连锁店需要特定的服务标准来提高品牌忠诚度,应不断衡量这些标准,以确保留住客户:

  • 所有项目的库存水平保持在50%或以上
  • 在到达服务柜台后20秒内问候客户,如果有客户排队,即使是非口头问候
  • 带客户去他们询问的产品,而不是指着或口头指示
  • 清洁货架和地板,始终没有水和碎屑
  • 有组织、有吸引力的展示,价格清晰
  • 问候并欢迎每一位距离员工10英尺以内的客户,即使客户没有寻求帮助
  • 确保客户找到所需的所有物品,即使这意味着在结帐交易完成之前,让一名员工去获取客户无法找到的物品

即使是不进行衡量的少量时间,也会对客户造成服务影响,杂货连锁店可能需要数月的时间才能从客户忠诚度中恢复过来,因此,杂货品牌必须保持一致的关注点,以保护市场份额,并保护其店铺免受客户流失的影响。

Read more: 神秘购物计划的理想目标

选择度量策略并确定其优先级

杂货连锁店应根据其客户体验的组织目标,以及通过与客户服务团队的沟通从客户处收集的任何反馈,确定其衡量策略的优先顺序。理想情况下,大多数品牌将通过管理 Mystery Shopping program and a Customer Satisfaction Survey program.

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.

Read more: Strengthening Brand Experience in the Grocery Industry

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.

Read more: 4 Tips to Maximize Mystery Shopping Results Across Your Organization

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.

以下是您应该在神秘购物RFP中提出的问题。

最终,杂货连锁店应该寻找一个有经验的供应商,该供应商了解杂货行业的细微差别,并为客户体验计划的设计和执行提出建议。此外,在向门店经理和部门经理提交行动计划时,层级和服务部门的报告至关重要。这些报告应该精简,但又可以采取行动。

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。

了解我们如何帮助全食 了解每个部门的客户体验以及门店层面的运营优势和劣势,并采取行动。

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