Más contenido relacionado Similar a What separates the winners from the losers 06 04 2012 final (20) What separates the winners from the losers 06 04 2012 final1. What Separates the Winners from the
Losers in the Grocery World
Brian Jones Gary Edwards
Vice President Grocery Chief Customer Officer
Empathica Empathica
June 6, 2012
2. The Needs of Grocers Today
Customer loyalty should be the
focus for grocery stores:
• Customer acquisition does not
represent the greatest opportunity
• Increase share of wallet among
existing customers does
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3. Average Customer Loyalty of Grocery
Store
70%
30%
Avg. Grocer Loyalty Share of grocery dollars
spent elsewhere
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4. The Impact of Customer Loyalty
$66,000,000,000
@ 100% Loyalty
$20,000,000,000
@ 30% Customer Loyalty
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5. Customer Service Could Improve
44% of customers feel customer service
could improve
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6. Are You Meeting Customer Expectations?
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7. Are You Meeting Customer Expectations?
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8. Who We Are
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9. What Do Consumers Think?
• What are the mix of store
experiences most important
and help retain best
customers?
• Which banners are at risk of
their best customers attriting?
• What can grocers learn about
the customer experience from
other grocers best customers?
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10. Focus on Best Customers
The insights focussed on only those who spend at least
50% of their dollars in a particular grocer
Typical Grocer Distribution of Customers and Dollars
10% 50%
50% 80%
Customers Dollars
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11. The Framework for Customer Experience
in Grocery
Store Operations Merchandising
Rank the
importance of
and whether
your preferred
grocer is Promotions
Store Technology delivering
People
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12. The Scoring
Identify what is:
• Most Important (score 2)
• Somewhat Important (score 1)
• Not Important (score 0)
Is this true at your primary grocery
store?
• Always (score 2)
• Sometimes (score 1)
• Never (score 0)
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13. Results
There is no one experience that fits all
People have different preferences
It is the mix of factors that matters
Grocers must understand their best customers,
and develop experiences that drive and ensure
their loyalty
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14. A Shoppers Perspective
Importance
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
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15. A Shoppers Perspective
Meeting Expectations
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
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16. Who’s Meeting Customer Expectations
1.65
1.6
1.55
1.5
1.45
1.4
1.35
1.3
1.25
1.2
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22. Start a Conversation
Invitations designed
to suit your brand
Industry leading
incentive plan to drive
response count
Multi-mode feedback
collection to listen to
your customers
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23. Change Employee Behavior
Commit to action
Focus on what’s most
important to customers
Deliver great experiences
Improve overall satisfaction
score up to 5x more than
traditional CEM
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24. Sustain the Great Experiences
Leverage the power of your
internal community
Build best practices through
social sharing
Continually improve the
experience
+8% focus area improvements
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25. Focus Cycle for Ongoing Improvement
Eliminate the need for
Select complex reports
Share Commit Focus locations on what is
most important for their
guests
Review Act Help location managers
know what to fix and
Measure how to execute
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26. Give Customers a Voice to Recommend
Convert Customers Amplify the Voice of
Find Satisfied
Customers to Advocates Your Advocates
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27. A Simple Process to Drive Advocacy
Customer completes survey Customers with high are invited to Customer makes a personalized
make a recommendation recommendation
Email Post
Facebook Post
Twitter Post
Recommendation is shared via Facebook, Twitter
and email with all of the advocates’ friends
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28. The Impact of Advocacy
100+ Brands 20%
accept invitation
Email Post
Facebook Post
Positive experiences
shared with over Over
110,000,000+ 1,000,000
Friends and Followers advocates found
Twitter Post
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29. Word of Mouth Endorsement on Social Media
Personalized
message from
advocate
Primary
marketing
message
Secondary
marketing
message
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31. “The program has proven to be hugely motivating and
empowering for our Partners, particularly through the
specific feedback received by our stores which contain
positive survey respondent comments on excellent
service”
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32. Thank You
Download the Full Grocery Report
http://www.empathica.com/consumer-insights/market-specific-
reports/empathica-consumer-insights-panel-grocery-report/