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
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.

Case Study 1
Case Study 2
Case Study 3