CRM And Retail Studies Case Studies
With today’s changing economy, it has become imperative for companies in the service industry to not only focus on the 3Ps (Price, Product and Promotion) but also on maintaining a healthy customer relationship. A lot of effort goes into making the customer happy and keeping him satisfied with the services provided.
With fierce competition in the industry with one company trying to outshine the other through the 3Ps, ‘service’ becomes the differentiator. The customer remembers a brand/company by the service he receives and treatment he is given. Therefore, it is essential for a company to keep a regular check on the service standards and upgrade the services as and when required.
We, at Q&Q Research Insights Pvt. Ltd. conduct research in the retail sector to provide feedback on CRM and service standards at the retail outlets, brand visibility, effectiveness of brand promotion campaign etc.
Retail audits enable clients to get information on brand’s sales volume and value, sales trends, market size, stock levels, brand promotion by companies etc., not only for their own products but for competition as well. Retail audits can be conducted not only at retailer’s but also may include assessment at wholesaler/distributor‘s level.
The actual visit is supported by GIS / GPS mapping through which exact location of the store is mapped. This is very effective in planning the distribution network for any product.
Retail audits also help clients get updates on performance of sales representatives, frequency of their visit to retail outlet, where the retailer gets his stock etc.
Service Quality monitoring
Monitoring the quality of services provided at the retail outlet is a very important aspect of CRM. It not only helps keeping a check on quality compliance but also enables the client to understand the customer better. Service quality monitoring can be done through mystery shopping exercise where the mystery shopper (auditor) visits a particular outlet as a regular profile customer. Special emphasis is given on the profile of the mystery shopper as that is the crux of mystery shopping.
Tracking Brand Promotion Campaign
Once a promotional campaign is launched by the company, it is important to see its efficacy in promoting the brand, customer’s reaction to it and whether it has been able to achieve the end goal. We conduct interviews with customers exiting, as well as visit retail outlets ourselves and check status of campaign. Upon completion of this, we monitor and evaluate events to come out with insights which help client understand how well the promotional campaign has run.
Customer Satisfaction Studies
Customer satisfaction studies are conducted to understand how the customer feels about a company and its services, his perceptions and expectations. We also carry out track studies for the same
This keeps our clients updated about the customer and his need, wishes and desires.
These studies are carried out through face-to-face or telephonic interviews. Face-to-face interviews include in depth interviews, exit interviews depending on the requirement and scope of the study.
The client, a leader in the fabric segment has its exclusive outlets all over India. These outlets are majorly run by franchisees. Hence, it is imperative for the client to know how each franchisee is faring in terms of meeting Company guidelines, sales process followed and steps taken to enhance customer experience. The study was based on this premise and was conducted for a period of four years.
The main objective of the study was to understand from a customer’s perspective, the experience of visiting an apparel store, how good the sales executives are, in terms of their product knowledge, effectiveness of making sales pitch, look and feel of the outlet, services offered to the customer.
Sampling and Methodology
The mystery shopping was conducted at more than 100 brand outlets located in all the metros, Tier 1 and tier 2 towns of India. Some of the stores were visited monthly and some quarterly. The sample included competition outlets as well. The exercise was conducted by well-trained mystery shoppers who were trained thoroughly on the products and client SOPs.
- Through the monthly and quarterly exercise, we were able to generate valuable insights in terms of how trained the sales executive were, was the Company’s image well-reflected from the store ambience and staff performance, and whether the outlets functioned as per the company norms. Any deviation from the standards was immediately highlighted.
- Insights on sales process including proactiveness, up-selling and suggestive selling were mapped across all stores in four zones of the country.
- Any malpractice / deviation from the norms were immediately reported so that immediate action could be taken.
The client has a well renowned chain of restaurants all over India. Being in the food industry they wanted to have an eye on the standard of services they are providing to the customer in terms of quality of food served and health and hygiene maintained at their outlets.
The main objective of the study was to monitor service quality levels and customer experience in selected outlets of 26 cities where the company had its presence. Other objectives included comparison of quality scores for all outlets – at the town level and KPI level, development of a very effective feedback system – in terms of reports at various levels so as to make the reports completely actionable and reviewable. Apart from this, feedback was required specifically on ambience of the outlet, variety in the menu and quality of the food served at different formats of their stores.
Sampling and Methodology:
This was a track project which was carried out for a year. Every month, 156 outlets were visited in 26 cities and audits were carried out through mystery shopping technique. The mystery auditor visited the outlets, bought food and spent a minimum of 30 mins in the outlet to understand the service levels. Feedback was shared by the auditors about their experience in the stores and also if they observed any mishandling of other customers.
- For all the stores covered in the month individual Excel report for each store was shared along with scores and comments for all the parameters which have been marked down. This feedback helped the client understand the problem areas and needs/gaps for each individual outlet.
- Apart from the report, in case of any major deviation observed, immediate reports were sent to the client through SMS/Call or mail depending on the severity of the issue.
Our client had launched a promotional campaign among the users of its services. This campaign was to be implemented by third party/parties at their outlets. Since a third party was involved, the client wanted to understand way campaign was implemented and consumer’s response to the same.
To understand the efficacy of the campaign in creating awareness about the services offered by the client to its customers and to track the implementation of promotional campaign run by the client.
Sampling and Methodology
329 outlets from different verticals of service industry were visited. These outlets were located across five metros – Delhi, Mumbai, Chennai, Bangalore and Hyderabad. It was a mystery visit wherein a mystery shopper had to avail the services offered under promotional campaign. The branding done at the store to promote the campaign and proactiveness of the staff informing the customer about the same were also noted down.
Insights were captured on whether the campaign was actually run at the selected outlets or not. Further details such as how well it run were also derived. Feedback on customer’s reaction to the campaign was also given.