Case study: how to create a successful service strategy in the retail chain?

Challenge:

The supermarket aims to improve its service to increase customer flow, loyalty, and average check size.

Objectives:

• Identify the supermarket's key competitive advantages in terms of service.
• Determine the service attributes that significantly impact customer loyalty and satisfaction.
• Form a unified understanding of the supermarket's service strategy at all levels of employees.
• Develop achievable KPIs for employees with a plan for a gradual increase in the target indicator for improving service quality.

Stages:

1. Research:

• Studying the current competitive environment and identifying key vectors of change.
• Collecting business requirements (working session).
• Analyzing the expectations of supermarket customers and competitors (CATI/CAWI).
• Collecting ideas for improving service from the best employees.
• Studying global and local service practices.
• Synchronizing the company's strategy with the future service strategy (workshop).

2. Diagnostics:

• Analysis of internal research/data.
• Research of the current customer experience of the supermarket and benchmark TP (building CJM).
• Analysis of internal business processes (building a service map).
• Discussion of current business tasks and finalization of business goals (priority map).

3. Updating the Service Model:

• Modernization of internal business processes (building a service map).
• Building a desired customer journey map (building CJM).
• Preparing and implementing a change plan.
• Upgrading service standards.

4. Implementing Customer-Oriented Service:

• Research of HR processes.
• Training in customer-oriented thinking (trainings).
• Development of a comprehensive service measurement system.
• Regular measurement of employee satisfaction.

5. Implementation of Changes and Control:

• Drawing up a plan for the implementation of the "Mystery Shopper" program.
• Developing recommendations for working with customer feedback.
• Determining the list of necessary tracking studies.
• Building cyclical management according to the GOAL-PLAN-RESULT algorithm.
• Linking service and other company KPIs.

Research Methods:

• Various types of Mystery Shopping (tracking program to measure the quality of standards implementation monthly). Motivational Mystery Shopper with disclosure (non-material motivation) - once a quarter

• Online Reputation Management:

Working with reputation on the network and on review sites.

Increasing ratings

• CX feedback platform:

Working within the feedback platform, escalating complaints, resolving issues and communicating with customers (feedback)

• Development of communication channels with customers:

Working in chats, social networks, etc.

Expected Results:

• Increase in customer flow.
• Increase in average check size.
• Increase in customer loyalty and satisfaction.
• Formation of a single service culture in the supermarket.
• Improvement of employee KPIs.

Competitive Advantages:

• Comprehensive approach: this case covers all aspects of service strategy, from research and diagnostics to implementation and control.

• Practical focus: the case offers specific tools and methods for improving service.
• Flexibility: the case can be adapted to the needs of any supermarket.

This case will be useful for:

• Supermarket managers who want to improve service.
• HR specialists who are responsible for developing and implementing the service strategy.
• Trainers who teach employees customer-oriented thinking.

#customerexperience #4service