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Specsavers - Retail Survey
Overview
Specsavers are the UK's leading High Street Retail Opticians with over 600 branches nationwide and has been voted optician of the year for the past eight years in the Reader’s Digest Most Trusted Brands.
Problem
Specsavers wanted to capture customer feedback at the point of experience in its retail stores in order to ensure the highest levels of customer satisfaction. The survey needed to be automatic, engage with a representative sample of both customers and shop browsers, and deliver incisive analyses and rapid reporting both in store and to head office.
Solution
Specsavers partnered with CRT, utilising their ViewPoint Kiosks, to engage with shoppers at their point of experience in store.
CRT, who are business partners with IBM, selected the IBM AnyPlace™ Kiosks which were equipped with CRT’s ViewPoint software. The touch screens were tailored with branded Specsavers' surveys, specifically designed to capture instant in-store feedback from customers and non-purchasers (browsers).
The data is fed over the Internet to CRT headquarters for analysis, using the Valid8™ algorithms, which filter out manipulations such as children playing with the screens or people not taking the survey seriously. Reports are then emailed to store managers each week for immediate review and action planning.
In the first six months alone, the in-store kiosks have given Specsavers direct feedback from over 55000 customers and browsers.
“The customer survey information is captured through the IBM screens and analysed via CRT software. It tells us accurately what our customers and shoppers are thinking. The solution lets us deliver real value to our store owners, giving them instant feedback to help sustain the highest standards of customer service.”
Susannah Hart, Communications Manager Specsavers
Benefits
• Feedback from the point of experience is highly accurate
• Fast reporting at store level enables ongoing customer service improvements
• 55000 shoppers surveyed each year - excellent demographical spread
• Includes Net Promoter yardstick of customer satisfaction
• Fully managed service by CRT ensures efficiencies.
Please click below for the full case Study
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Download Specsavers Retail Case Study |
