If a feedback project is to be successful and sustainable, the feedback process must be defined and implemented very precisely. Clear project responsibilities, appropriate questionnaires and a precise choice of location are just some of the components involved in defining an on-site feedback process. A further option is to invite customers to give feedback after contact at the till or after a service talk.
The closed loop concept gives our customers guidelines as to how they can work actively with the feedback data collected and communicate the results back to the target group. In this way feedback, optimisation and information run in a cycle, a closed loop. If the closed loop concept works, customers find out when their feedback has helped to eliminate weak spots, which in turn creates a closer tie to the company. Our project management team will be happy to help you with the closed loop process.
Today’s successful retail companies place the customer in the focus of their activities, creating exceptional service and product experiences in the local branches and online. This customer experience has to be managed systematically. Measuring, analysing and processing customer experience is a key component of corporate strategy if long-term growth is the aim. SayWay delivers an all-round, tried and tested infrastructure so that you can measure customer experience, both in the branches and online and use the results in your business. This is done using a toolbox that we have developed and continually enhanced jointly with our retail customers over the past few years.
With our feedback system that is quick and easy to set up, you can measure the pulse of customer satisfaction right down to the micro-level of the individual branch (or in the case of large retailers, the individual floors or departments). At the macro-level, i.e. the headquarters, branches can be monitored and optimised easily.
Primarily SayWay “only” collects ratings. But the system can do much more than that. A feedback channel that is continuously open sends out a signal to the customers that they are respected. If customers give feedback as they are leaving the store, it’s a kind of emotional check-out. The systems can also be used as an information board. A lot of customers use the last page of the survey for advertisements, for example, to advertise special offers.
Basically, any conceivable type of questionnaire and campaigns can be implemented using the SayWay feedback software. In the retail trade, SayWay’s driver analysis has established itself as the standard. In this case, only dissatisfied customers are forwarded to a second page where they are asked about the causes of their dissatisfaction. The satisfied customers are only given one additional open question where they can express their praise and suggestions. In this way, happy customers are not bothered unnecessarily and dissatisfied customers can air their grievances.
More and more companies in the retail sector have adopted the NPS system for on-site feedback. This is a standardised feedback concept developed in the USA that measures the likelihood of a customer recommending the company, product or service to someone else and also indirectly measures loyalty and customer satisfaction. The net promotor system has a strong strategic impact, provides wide scope for benchmarking and a lot of studies prove that the NPS correlates with revenue growth. It is important that the NPS is measured continuously at branch level and implemented through operative follow-up measures.
Every single garage or car showroom needs different information. The SayWay Reporting takes these individual requirements into account through customised solutions for each company. Different branch structures require special dashboards. The roles and rights systems must be developed differently depending on the hierarchical levels.
The design of PDF reports which are sent automatically to selected managers or garage foremen must also be based on individual framework conditions. The SayWay retail team will be pleased to provide you with fast and competent support when designing your own individual online reporting tool.
In the retail sector, a basic feedback system is generally installed that runs continuously and records the relevant parameters (e.g. overall satisfaction and areas with optimisation potential) quickly. This data is sent to both operative departments and management in a form that can be used for decision-making. Deviations can be detected quickly through comparisons over time or based on internal factors so that appropriate measures can be implemented and their success followed up
The systems can be used for any conceivable kind of survey depending on requirements. For example, to assess the acceptance and perception of structural alterations, advertising measures or special campaigns. The entire infrastructure of the feedback systems can be fed into individual or all branches with new content by remote control.
Some retail customers also give their suppliers the systems so that they can conduct promotion surveys. Campaigns or new product launches can be boosted in short surveys designed in line with the customer’s CI.
Questionnaires on SayWay systems can be swapped manually on any system or by remote control all over the world from the headquarters in Cologne. We recommend that our customers use the system for employee surveys in the back office at least four times a year. Good staff in the retail sector is scarce and is also the biggest cost factor in the budget. That’s why it’s a good idea to work closely with your employees in order to keep fluctuation to a minimum.