There are 30 stores nationwide in a variety of locations, which range from garden centres to outlet villages to high streets. All of these need to have consistently excellent customer service. Some customers are looking to invest in high end knives and cookware and it is imperative that staff understand the products and what makes them worth the money.
Understanding what’s most important to our customers is vital.
We knew that to get the best from the Mystery Shopping program for ProCook, we had to understand exactly what needed to be measured in order to ensure that the best service was being given to customers. To do this, we spent time with them pre-launch to find out exactly how their perfect customer journey should look, then we broke this down into sections to ensure that the key service touch points were measured and that values could be put against the main points of engagement.
By analysing the data from each of the stores, we have been able to pinpoint the areas where there are anomalies in the service or gaps in knowledge. Highlighting these to management so that they can alter their inductions and hone their training plans has been instrumental in the continuous improvement of their customer service.
“We’re a growing company in a highly competitive market so it’s essential for us to enlist specialist outside support where we need it. By using Insight’s mystery shopper programme and crucially its objective customer feedback, we have managed to highlight our strengths and hone the areas that require improvement. This feedback has been extremely motivating for our retail teams and enabled us to continue delivering the high-quality customer service we are known for. Insight have been fantastic, and we can wholeheartedly recommend them to any retail business.”
Andy Kerr, Head of Retail, ProCook