Customer Feedback Evolved

Part 4 of a 4 part blog series.

Part 1: Retail customer feedback: why timing is everything
Part 2: The customer-centric retail era and what it means for vendors
Part 3: The customer-centric retail era and what it means for vendors<Where Most Retail VoC Programs Fail

For retailers to respond quickly and cogently to customers in crisis, they need to have systems in place that transmit realtime feedback to store-level personnel, so that those employees can act immediately
to remedy customer complaints and capitalize on opportunities to engender advocacy.

Agility Metrics has developed a timely, precise, and role-based feedback reporting system that not only delivers KPIs to marketers and executives, but also puts the voice of the customer front and center for regional and store-level management.

When Agility Metrics collects customer feedback data in a retail location, it utilizes an advanced analytics engine to parse the data and identify potential problem spots. Once these priority pieces of feedback are identified, Agility Metrics uses its proprietary reporting technology to send real-time alerts to store-level personnel. In doing so, Agility Metrics completely eliminates the time lag that traditionally has existed between the moment a customer provides feedback on an in-store experience and the moment that feedback is actually actioned.

Taking meaningful action close to the moment of experience drastically reduces the chances that an isolated event can grow into a long-term negative stance against the brand. Knowing that, Agility Metrics has engineered its customer feedback measurement solutions to be able to trace root cause resolution down to the department, sub-department, or even employee levels. With ready access to time-sensitive data, store-level personnel can take action to perform rapid-fire customer service when things go awry and move to capitalize on positive experiences by positioning targeted upsells and cross-sells.

Furthermore, Agility Metrics has loaded its push reporting technology with intuitive, powerful, and precise tools, each of which is design to make understanding and acting on feedback as simple and straightforward as possible for those whose jobs revolve around taking care of customers. This allows for intelligent
mobilization of different personnel tiers to handle different situations. To rectify a problem with store wide ambiance, the concerted efforts of all in-store staff might be required. But rude service from a single employee in an isolated department will, by its very nature, require a more precise and surgical handling. Intelligent, rolebased reporting is the only system that truly facilitates that.

Reacting to customer dissatisfaction means stressing rapid-fire accountability at every level of the retail pyramid—a chain of transparency and meaningful action that cascades from senior management all the way down to the individual store level.