In-store customer experience management
As Deloitte, we measure, evaluate and improve the customer experience provided in our client’s stores.
Through surveys and observations in the store, in-depth data is collected regarding customers behaviours, preferences, thoughts, needs and desires; as well as employee behavior, efficiency and effectiveness.
Analyses are conducted with regards to customer traffic, navigation patterns, waiting times, hot and cold locations, employee scheduling and promotion effectiveness.
As a result of the implementation of Deloitte’s In-Store Customer Experience Management methodology, sales and profitability are increased through improvement of various metrics such as customer visit frequency, conversion rates, basket size, loyalty, new customer acquisition and positive word of mouth.
Various tools we use during our engagements enable our clients to make the right decisions without taking risks:
1. Customer Exit Surveys
The surveys we conduct at the end of customer’s shopping experience allow us to fully capture the evaluation of the experience they just had. The data pool that we form enables us to construct customer segments and personas, each of which we analyze needs, expectations, preferences and ideas.
2. Customer Observations
In order to understand different aspects of customer behavior present in store, customer observations are utilized. Using the collected observation data, several insightful analysis are conducted such as: determination of the frequent customer navigation routes, hot and cold zones, time spent in rayons, cabins and cashiers; frequency, location and type of customer – staff interactions, converting and non-converting staff activities and queuing analyses.
3. Employee Observations
Types and frequencies of the activities of store employees and the effect of these on the overall customer experience are observed. The obtained data is analyzed for determining hourly, daily and weekly labor efficiency and utilization. For increasing labor efficiency, the current schedule of sales associates is optimized by taking into account the fluctuating customer traffic on a weekly and hourly basis.
4. Mystery Shopping
In-store experience and the employee behaviour are observerd and analysed through the eyes of the customer. Scenarios are formed and tested based on the major issues identified during the previously conducted survey and observations.
5. Competitive Analysis
Through the visits conducted to the stores of the competitor firms, we observe and analyze various aspects of the customer experience provided by the competition, including service, store layout etc. This enables our clients to collectively identify and apply best practices across the competition.
Deloitte’s Customer Experience Management Service Offerings:
Customer Experience Transformation
In-Store Customer Experience Management
Online Customer Experience Management
Call Center Customer Experience Management
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