When Co-op East of England went through a strategic analysis, they realised they needed a clear understanding of their customers’ perceptions and an effective way to measure customer satisfaction.
– Customer experience is an important aspect of how customers choose their grocery store, because if you didn’t value customer experience, you would just buy everything online, says Richard Hitt, Senior Research & Insight Manager at Co-op East of England.
Traditional methods like the Net Promoter Score (NPS) proved too technical and impractical for the frontline staff.
Co-op East of England wanted a more intuitive, actionable solution to engage both customers and employees. During their search, they discovered Maze.
I had never seen the Maze approach before, but it was very appealing. It works seamlessly across devices and works as a perfect complement to the NPS.
Richard Hitt, Senior Research & Insight Manager at Co-op East of England
Inside the Maze app, local customer feedback is turned into meaningful insights and personalized recommendations that reflect what the customers truly need and want.
– We have a call every week where we talk through the the feedback and we use it for opportunities, so the things our customers want to see in our stores and where we can improve on service. Depending on what the demographics or the community want, we’ll adapt the range or even the store layout on occasions.
Real-time insights through a simple overview
From a data scientist’s perspective, Maze is a game-changer.
– It’s brilliant, so easy to use, says Ronnie Curbishley, Data scientist at Co-op East of England. Maze provides instant, pre-generated reports, which makes me happy since I don’t have to prepare them myself. We can quickly get insights and focus on strategic improvements. We can set it up however we want; weekly, monthly or quarterly etc, and we can access the data in seconds.
When they started using Maze, it revealed a difference in store performance, highlighting areas where stores are performing well, and areas of improvement.
It’s about incremental improvement. It’s a common strategy in sports where you focus on what you can do today to become better tomorrow, and that has really become our philosophy.
Richard Hitt, Senior Research & Insight Manager at Co-op East of England
The fact that you can collect daily feedback and quickly adapt and build new behaviours is what makes the Maze app stand out.
Other feedback companies also refresh data very quickly, but the fact that it’s on someone’s phone straight away the next day makes it feel much more immediate and instant.
Engaging and motivating employees
One of the standout features of Maze is the ability to recognise and reward outstanding employee performance. Positive feedback from customers is shared across the company, from the CEO to frontline staff, creating a motivational feedback loop.
– It’s almost like a social media tool, Richard says. If someone receives praise from a customer, it gets elevated and seen by the company. It makes everyone feel noticed, which is very motivating. You’ll know that your work actually makes a difference.
In the end, Maze proved to be more than just a metric; it became a catalyst for cultural change and continuous improvement at Co-op East of England.
Curious to discover how Maze can benefit your organization?
Take a peek inside Maze and learn how you can increase your staff wellbeing and create repeat customers.
