Case Study: Exit Interviews
The Problem
A large scale retail client operating across many categories and
industries from their large network of "big box" retail format
stores had been running a mystery shopping program for many years
and now wished to add a direct customer feedback component to their
program. The main objectives of this program were to;
- Gain direct feedback from customers regularly from each
store
- Understand how customers are rating their overall in store
experience
- Be able to report this information in an actionable form from
store level upward
- Understand if customers had purchased or not on their visit,
and why
Our Solution
We worked closely with our client to develop and test an exit
interview survey that met their requirements, whichincluded a
customer guide handed to customers to help draw out the specific
information required. In order to manage costs we integrated the
exit interview field work with the overt retail evaluation check
being completed in each location.
The Outcome
We have been able to collect thousands of pieces of valuable
feedback from actual customers at the front line for our client.
This information is reported in their PulsePoint reporting portal
along with action plans to ensure store managers follow up with
customers requesting contact. The results have assisted our client
to identify specific issues around ranging and pricing that
customers have found frustrating, and to take action on these
quickly
