Navigating the Customer Journey in Home Improvement Stores
In the second part of the Synergistic CX podcast's special three-part episode, the focus shifts to the customer journey in DIY and Home improvement stores, dissecting the stages from awareness to post-purchase advocacy. Host Erik Brooks, Emil Tsankov, and Cris Oliveira, along with guest Vicki Dempsey from Jancyn, discuss the critical touchpoints and metrics unique to this micro-industry. Immediate customer acknowledgment and greeting, even through small gestures like a smile or wave, is emphasized as a key factor in enhancing customer experience and satisfaction.
The discussion highlights the high variance in customer sentiment across the different stages of the customer journey, pointing to a lack of consistency in service. A recommendation for utilizing multiple research methodologies, including mystery shopping and voice of the customer (VoC) surveys, to obtain a comprehensive understanding of customer experiences is shared. In addition, our special guest Vicki explains how detailed insights from mystery shopping can help businesses understand specific customer preferences and employee performance, thus identifying areas for improvement, particularly in post-conversion engagement and follow-up support.
The episode concludes with a focus on crafting an optimal VoC survey, incorporating insights from online reviews and ratings. A methodology for creating a starter VoC survey that balances the need for detailed feedback with the limited time customers are willing to spend is outlined. This approach includes primary and key driver questions to dive deeper into specific areas of interest, aiming to effectively capture valuable customer feedback for strategic planning and service enhancement.
For the full journey of the second episode part, follow this link: https://youtu.be/9lo3JKwZ8oQ
Stay tuned for Part 3, where the podcast will dive into a discussion with the expert - Vicki Dempsey, and further exploration of synergistic customer experiences.
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