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Feedback in the Retail Trade

Measure and manage the customer experience


The feedback process

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.


Closed loop

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.

Tablet-based on-site feedback in retail stores

Exploit this digital channel to your customers. At all your branches. Every day.

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.

Measure the pulse of customer satisfaction

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.


SayWay as a marketing instrument

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.

Feedback instruments

Special features relevant to the retail sector

The driver analysis

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.

The net promoter score (NPS)

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.

Individual reporting

Keep your finger on the pulse of your customers, centrally and locally

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.

How SayWay can be used in the retail sector

Use on-site feedback in the following scenarios

Basic feedback

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

Complex project surveys

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.

Partner surveys

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.

Employee feedback

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.