Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

How Superdrug boosted word of mouth by 12%

The health and beauty retailer teamed up with customer insight agency SMG to develop a programme of customer service improvements throughout all 900 stores in the UK and Ireland, resulting in the 'Easy to shop, easy to pay, hard to forget' campaign which not only improved customers' shopping experiences but also identified new opportunities for improvements and the growth of customer loyalty.

Superdrug had historically used a mystery shopper programme to collect customer feedback, but the limited visits per quarter that the programme provided were considered insufficient to collect a meaningful volume of reliable data.

According to Jeremy Michael, managing director for SMG, "We worked with Superdrug to develop recommendations to increase customer loyalty. Customers are now 10% more likely to return to Superdrug than they were before the start of the initiative."

Based on a continuous customer feedback programme, Superdrug developed new service standards in three key areas: staff training, staff shift times, and till interaction:

1. Staff training
   The company developed new training processes that reflected customers' feedback, better preparing store teams to offer a consultative approach with beauty and fragrance products. Not only did this have a positive impact on the business but the staff who received specialist fragrance training said they found it rewarding and were encouraged and motivated by the 13% increase in customer satisfaction.
2. Staff shift times
   Superdrug also benefited from insights into customer satisfaction levels at various times of the day, a study of which revealed a fall between the hours of 12pm and 2pm - a time during which many customers used their lunch breaks to enter the store. Obvious as it may seem, Superdrug changed its staff shift times to ensure that more staff were working at lunch time, which resulted in customers reporting a 5% increase in checkout speed and efficiency.
3. Till interaction
   Superdrug also developed standard processes and behaviours at the checkout. Team members were given suggested talking points, such as asking whether customers had found all of the items they were looking for, mentioning new products, and thanking them for shopping at Superdrug. The focus on till interaction had a significant impact as customers reported a notable increase in staff friendliness.

According to Alan Johnson, retail operations director for Superdrug, "SMG provided us with a tool that delivers instant feedback for all of our stores throughout the year, and gives us large volumes of feedback about what our service is really like."

SMG also works with other brands including Burger King, TK Maxx, and Pets at Home.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)