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Agrimarkt

Agrimarkt conducts customer satisfaction surveys on a regular basis. For this they use different forms of research. Mystery shoppers visit the stores, and surveys are conducted at the exit. The results provide insight, but it remains rather one dimensional. Nothing more than a snapshot, Agrimarkt’s surveys didn’t always translate directly into fast and concrete actions and/or points for improvement. Only the results of the next survey would reveal whether the extra effort made on the improvement points would have been visible and realised.

Agrimarkt conducts customer satisfaction surveys on a regular basis. For this they use different forms of research. Mystery shoppers visit the stores, and surveys are conducted at the exit. The results provide insight, but it remains rather one dimensional. Nothing more than a snapshot, Agrimarkt’s surveys didn’t always translate directly into fast and concrete actions and/or points for improvement. Only the results of the next survey would reveal whether the extra effort made on the improvement points would have been visible and realised.

Customer satisfaction surveys

Agrimarkt needed a new method for conducting customer satisfaction surveys. The starting points were clear: customers waiting in the queue at the checkout must be able to participate quickly and easily in a short survey. Additionally, the questions must be able to be adjusted at any time, and the results should be available immediately and remain transparent for all customers. Savvy started working with Agrimarkt to develop a new customer satisfaction survey system. In just two weeks the first version was developed. And within a period of six weeks, Savvy Retail was tested at Agrimarkt and improved daily. With the valuable feedback from many employees and customers, Savvy Retail has grown up quickly.

Continuous measurement

Savvy Retail now contributes to the continuous measurement of the customer shopping experience. It goes much further than most alternatives. For example, by linking the profile of the customer to the given answers, there are more analysis possibilities.

In addition, the Agrimarkt store manager has continuous insights into all the results and can respond immediately if needed. Management see straight away where any issues stick out and can take corrective measures. Best thing is that customers and employees in the store also see the results. Customers experience it as pleasant to receive feedback on the research and employees see the immediate results of their actions.

In the first week a short survey was conducted about the bread department. That same week, the same questions were asked about the meat department. There were striking differences between the answers collected about the two departments. Based on the outcome of those surveys more targeted questions were asked in the following week, allowing both departments to improve on specific points.

Speed

Customers waiting in line have limited time, so the survey must be able to be completed within 30 seconds. Our challenge was to design maximum three questions that would cover the issue at hand. In order to help realise this, the questions were developed based on previously given answers.

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