OBJECTIVES:

After measuring customer satisfaction for years, this national grocery retailer was questioning the value of the initiative and the return on their investment. Senior management were continuously frustrated by the following:

1. Their customer data wasn’t telling them anything new;
2. Customer satisfaction had barely improved since their program began;
3. They couldn’t identify a link between customer satisfaction and revenue.

They partnered with BehaviorWorx to introduce a statistically proven method of using customer satisfaction to increase revenue. We proposed an actionable plan that would allow them to (a) quantify missed revenue opportunities, (b) identify the root causes of customer satisfaction and (c) link satisfaction improvement to gains in wallet share and sales.

ACTIONS:

Our first task involved the full evaluation of their previous program to identify “gaps” in the following processes:

•  Customer research methodology
•  Reviews of customer strategy
•  Tactical implementation and monitoring

Our customer research team revised the customer survey to ensure proper marketing data was being captured. Also, the survey website was enhanced to create a more positive user-experience.

BehaviorWorx used quantitative statistical analysis to identify the primary drivers of customer satisfaction within each area of the store. From this, we determined how much each driver influenced satisfaction and wallet share. Customer satisfaction drivers were then divided into three categories:

•  Employee-related
•  Marketing-related
•  Store environment-related

BehaviorWorx developed strategies and tactics to improve each driver. Employee-related drivers were improved through new processes, training and coaching. Marketing messages and vehicles were tweaked to improve key marketing-related drivers. Drivers related to the store environment were improved by enhancing merchandising and distribution.

Progress was tracked, almost in real time, to allow each level of the organization to see how their efforts increased revenue by taking wallet share away from the competition.

RESULTS:

$415 per store, per day (or $151,000 per store annually) was realized after the solutions presented by BehaviorWorx improved customer satisfaction by 23%. Good data, creative marketing strategy and a clear plan of action all generate success. This is the BehaviorWorx method.