Industry Perspectives:

Retail

CTMA's satisfaction tracking service for supermarkets, airlines, restaurants and many other retail businesses

Industry perspectives:

- Retail satisfaction

Satisfied customers come back time-and-time again and often encourage their friends and colleagues to do the same. But for many retail businesses, when customers experience a problem, they may never see them again – and the bad word can soon get around!

When customers complain you get a chance to put things right and make sure it never happens again. But research shows that you probably only hear from about 5% of the customers who experience problems. Very often they simply don’t know where to complain or they simply don't want to create a fuss.

So the challenge for many businesses is to know just where the service strengths lie, and where they may have opportunities for improvement.

CTMA’s on-line satisfaction tracking programme, Feedback-Direct, offers businesses a confidential channel for their customers to provide vital feedback – so they can find out what they do well and where they could improve. The results are tracked and reported against the performance of businesses in the same industry.

How it works:

Customer feedback

Participating businesses invite customers to provide feedback about their experience by accessing the dedicated customer feedback web site.

Customers complete a short on-line questionnaire and may even add comments about an aspect of the service they really appreciated or something they felt could be improved.

The site provides individual questionnaires especially designed for specific retail industries and regions.

Industry-specific and retail outlet-specific reports

Industry-specific reports allow each participating business to monitor its ongoing performance, identify its strengths and opportunities for improvement.

The reports allow businesses to compare their performance with other businesses in the same industry.

For businesses with multiple outlets, such as supermarket and restaurant chains, analysis can be provided at the branch level allowing management to monitor and manage the strengths and improvement opportunities of individual branches.

Comments recorded by customers are also included in the reports, identifying the individual branch to which they apply.

Improvement cycle

Participating businesses review the reports to identify strengths and opportunities for improvement. Remedial actions can be planned and prioritised in terms of their potential impact on customer loyalty and advocacy.

Improvement initiatives can then be monitored to establish their effectiveness and adjustments made where necessary. For multiple branch businesses, opportunities for improvement can be identified at the branch level and remedial actions may vary from branch to branch.

Privacy:

For customers

Customers can provide their feedback anonymously and data is reported back to our subscribing businesses in aggregate form, together with a compilation of the comments entered in the comment portion of our questionnaires.

For businesses

Specific results for an individual business are only revealed to that individual business, together with an aggregate results from other participating businesses in that industry - for purposes of performance comparison.