Succeeding through focus on the customer experience
Measuring the customer’s level of satisfaction immediately after an interaction with a seller gives Telia’s store managers the opportunity to provide instant feedback to employees. This is a useful tool to motivate and improve results already with the next customer interaction.
Specific customer satisfaction measurement provides useful feedback
Customer satisfaction has always been important to Telia which is why they have used different measurement methods in the past. After Maze got involved, the telecom company chose to specify the surveys, focusing on exactly what the customer experiences during the in-store visit.
“Previously we have used measurement methods that are not as channel specific as this. We now measure specific conditions in the store, such as how the customer is received and what questions the employee asks” says Gunnar Brattli, chain manager in Telia Norway.
He explains that measurements such as asking the customer how satisfied he/she is with mobile reception in the store is not relevant to the sales staff.
“We wanted to isolate the part of the customer experience where the seller’s behaviour can influence the outcome. We were curious to see how the customer is met and what guidance is given until he/she leaves the store.”
What to measure?
Through collaboration with store managers and sales staff, Telia revealed 20 success criteria based on the behaviour of the highest performing sales representatives. These provide a best practice standard to ensure the best possible customer experience.
“The best sellers are very conscious of asking questions to reveal different customer needs. Asking the customer if they actually receive these questions makes it easier to unveil the sellers’ improvement areas” says chain manager Brattli.
“We compare this to sports – the right kind of behaviour gives better results.”
Telia use the Maze system to ensure useful performance feedback to every part of the chain, from the sellers themselves, to regional and central managers.
“Maze provides a very good solution to visualize how employees perform, based on the success criteria. It is all about reducing variation in performance by teaching the rest of the sellers the behaviour of the best sellers. If we reduce the gap between the best and the rest by half, the effect is a major boost in overall results” says Brattli.
Instant measurement allows for instant feedback
In order to obtain information about the customer’s shopping experience, Telia benefited from the services they provide.
“As we are in the telecom industry, we work with phones and have access to the customer’s phone number. We have developed a system where anyone who changes or buys a phone subscription in one of our stores receives a link to a short questionnaire via SMS. The customer can evaluate how he/she experienced the store visit on a scale from one to seven” says Brattli.
After the customer’s assessment, it is all about getting the information back to the front line. The solution became an app that continually provides store managers an overview of how the store is being considered by their customers. This gives the individual store manager a unique opportunity to provide instant feedback to its employees.
“The app provides the store manager with an overview of sales numbers on different products as well as the number of new ambassadors or frustrated customers. This makes it easy to motivate best practice and behaviours that deliver better results” adds Brattli.
Continuous feedback creates motivation
Shop Manager at Telia CC Vest, Michaela Westin, says she has experienced significant changes after the Maze system was introduced to her store.
“It is a great tool that gives me quick access to information that I can use for follow-up, feedback and improvement” explains Westin, an adds:
“Constructive criticism from real customers gives us what we need to get better”
She has also noticed how the immediate feedback from customers increases the overall enthusiasm with her sales staff.
“If I forget to update sales staff on how the customers are rating us, it does not take long before they request feedback. Since they always get the positive feedback that comes directly from the customers right away, it really helps them to stay motivated. They get immediate confirmation that they are doing a good job, she concludes.