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CTMA has identified four significant
limitations that often arise with satisfaction
research, mystery shopping and interceptor surveys in the
retail industry:
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They often fail to
measure customer satisfaction and performance in terms
of strategic or financial outcomes. Remedial actions are
therefore often driven by anecdotal influences and
un-calibrated expressions of customer “importance”
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They seldom
identify where specific action needs to be taken and
typically result in general solutions, organisation-wide
initiatives and improvement initiatives with
unnecessarily high deployment costs
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They often fail
to identify what specific remedial action should be
taken to improve service. Opportunities for simple and
cost-effective improvements can therefore remain elusive
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They typically
fail to provide feedback often enough to
identify problems soon enough to take
appropriate action
The challenge for many retail businesses is to
obtain systematic and cost-effective feedback that can
identify just where their service strengths are, and where there
are opportunities for improvement.
CTMA has developed and manages a number of online
customer feedback channels that provide particularly powerful
benefits to the retail industry and provide organisations with
systematic and cost-effective feedback from their customers.
These voice of the
customer solutions, help make it easy for customer to provide
feedback and help organisations learn more from
their customers. Combined with our other research
and consulting services, they can bring clear branch-level insights
to individual retail businesses, retail chains and franchise
operations.
For more about our voice of the customer /
customer feedback channels, please
click here>>
For more information about CTMA's customer feedback
solutions for the retail industry, and how they can help you collect
customer feedback about your retail operations, please
contact us. |
