I have visited the store of a well-known retail self-service brand. As always and before buying the product I noticed the decoration and signage of the store, the disposition of the clothes and other products, the music, the attitude of the employees. After a few laps I decided to buy what I had been looking for: a shirt.
How many times have we been sent or called to do a satisfaction survey and have we not had feedback after our observations? In most cases we felt that our comments were merely another procedure within the company and nothing else happened.
Today I want to share with you a process that will help you to evaluate the customer satisfaction, experience and result of the product, and with this we will be giving a sense of interest to our client, apart from having feedback on how we are being seen by our consumers.
A case of evaluation of the shopping experience
While we were doing the process of payment for the product, the employee told me the advantages of being part of their program. I almost always accept, not because the offers, but for the hope of seeing how they will evaluate my total experience. It struck me that it was the person in charge and also the cashier who offered me the customer card.
Voilà! … came the satisfaction survey with the subject: “Your opinion matters a lot to us, tell us about your shopping experience!” And all this in less than 6 hours after I joined your program. Other emails also arrived with the conditions of the program and the formal welcome signed by the president of the company.
I found a simple 10-question survey and evaluated customer satisfaction and the purchasing process; by the way I spent 5 minutes answering it. In this case it included the measurement of the indicators:
My surprise was when three months after my purchase, they sent me a second satisfaction survey and the subject said “How about the shirt you bought?”, They asked me to evaluate the following aspects:
But here I took advantage of to refer in some questions comments or not so good grades; I clarify that I did this un purpose, just to see what would happen. So, to continue with the experience, the following Monday I received the call from Customer Service to corroborate and clarify my dissatisfaction with the product and offer all the help required to reverse my discomfort.
Now, I can say and share that there is someone who really follows up with their clients. By the way, they do not just take care of the comments to improve accordingly, also they call their clients to understand why they rate well in the surveys and go deeper on their strengths.