Your advertising message won’t make or break your customers' opinion of your brand. It’s the in-store experience that counts.
Welcome to the latest issue of Realise Quarterly News.
As we mentioned in our last newsletter, my colleague Kate Gorman and I spent a few weeks in the USA in March / April attending two customer experience conferences. The first was the Next Generation Customer Experience Conference in sunny San Diego, and the second The Conference Board’s Customer Experience Leadership Conference in not-quite-as-sunny New York City. This trip was an opportunity to gain exposure to world’s best practice in customer experience management.
Dozens of speakers presented sessions on a range of topics including journey-mapping, customer
co-creation, making customer experience metrics actionable, using social media to improve the
customer experience, getting buy-in for customer experience initiatives, creating a customer-centric organisational culture and customer experience future trends. Many case studies were presented, illustrating how some of the USA’s leaders in the customer experience space have implemented programs and insights into their journeys so far.
In this and following editions of our newsletter we will share some of the highlights and key concepts presented at the conferences we attended.
Welcome to the lastest issue of Realise Quarterly News.
In this edition, we discuss one of the key Customer Experience trends for 2014; Empathy.
The ability to understand and share the feelings of the customer is becoming an increasingly important customer experience measurement metric.
Feelings have a critical role in the way customers are influenced. What emotions are you provoking in your customers?
We had the opportunity to discuss this topic at length with Tony Lum, Group Learning & Development Manager at Michael Hill Jeweller.
Even if you had already have a customer experience measurement program in place, it's important to assess whether it is still valid, or if it needs a little refining to keep up with the changing demands of modern business.
Happy reading and retailing,
In November 2013, The Realise Group conducted a study designed to compare the customer experience at six different petrol/convenience store brands. The key objective was to benchmark each of the brands against each other, and determine how each delivered on key aspects of the customer experience. 240 customers who had visited a petrol / convenience store were surveyed over a 6 week period - 40 from each of the brands BP, Woolworth Petrol, United Petroleum, Starmart, Coles Express and 7-Eleven. Only customers who purchase fuel at least once per fortnight participated.
Customers were asked
- what was the main reason for their visit
- what they purchased
- which of the 6 petrol/convenience brands they believed offered the best value for money
- what factor determines where they purchase fuel from
- how often they do a grocery top up at a petrol/convenience store
- how often they buy Food to Go at a petrol/convenience store
- how efficient they found the transaction
- how friendly they found the staff member
- how they rated the value for money of their purchase
- their overall satisfaction with the visit
- whether they were offered a promotional item/whether a promotion was mentioned
- how likely they would be to recommend that store to friends of family (NPS)
Four variables were measured as to whether they drove customer satisfaction and NPS. Each of the four variables (value for money, store appeal, staff friendliness and transaction efficiency) were found to significantly influence customer satisfaction levels, which in turn had an impact on customers’ likelihood to recommend. Value for money was the most significant driver of satisfaction, followed by store appeal, staff friendliness and lastly transaction efficiency.
The study found, on average, that customers purchased more products when staff advised them of promotions. It also found that customers varied in their reasons for purchasing fuel from specific convenience stores. The mix of reasons was very similar between stores.
For more information on this study please contact Kate Gorman, Business Development Manager, The Realise Group (03) 9687 2360.