We had extremely positive experiences of using Maze in our Nordic region and had managed to increase our customer loyalty (ambassador customers) by 10%, so a decision was made to roll the system out through the rest of our stores globally – says Jill Clark, Frm Director of Customer Services at Specsavers.
In terms of the UK market we had different customer insight programmes in place such as mystery shopping (6 visits per annum per store) and also a customer satisfaction index rating where we polled 50 customers for store based feedback once per year.
Whilst these programmes provided customer insight they were extremely labour intensive, costly and didn’t provide sufficient visual and fact based information to help our store colleagues make a real difference.
We need our customer facing colleagues to excel in delivering a high quality customer experience. We know increased levels of customer loyalty result from the thousands of positive interactions happening each day in every one of our stores – but most importantly, we need to know where we are going wrong – says Clark.
A key business issue facing us was increased footfall which resulted in pockets of challenges regarding customer service levels. We had to start measuring the customer journey and experience on a store by store basis. We also recognised the ability to do this on a daily basis was far more important than sporadically throughout the year. To help tackle this issue we decided to use the Maze approach and system on a global basis across the UK and Republic of Ireland and leverage the valuable knowledge gained by our Nordic colleagues.
First class results
Maze has enabled us to focus on every aspect of the customer journey and to identify specific areas for training and coaching. We can also contact our frustrated customers to resolve any issues that have arisen. This approach helps us to retain our loyal customers and develop their goodwill for our brand with their family, friends, social media etc.
For example, in the first year of using Maze, UK Specsavers has received over 200,000 individual online customer survey responses. These are fact based and from real customers.