daymaker czech repulic
TRANSCRIPT
Daymaker Czech Repulic
Everything is about the customer meeting
About the research
Background The annual survey is conducted in Sweden, Norway, Poland and now for the first time in the Czech Republic. The survey was first performed in Sweden in 2009 by Daymaker AB. Purpose The purpose of the survey is to identify what happens when retail staff interact with customers in different channels.
Method Daymaker has worked with Mystery Shopping, Mystery Calling and Mystery Web. Daymaker has researched six different branches and 31 chains. Each chain has had 5 visits, phone calls and e-mails, which make a total of 465 observations.
When Daymaker measures service, we analyze 6 main areas during each retail store visit
Environ-ment
First impress
-ion
Customer needs
Know-ledge
Sales
Check-out
Daymaker’s rating scale
> 80%
> 40%
< 40%
Within each category we set up a number of specific questions
All answers are then recalculated and shown in percentage of max result (0-100%)
Aggregated visits place the store (and then retail chain) on an Average Result 0-100%
Daymakerindex Multichannel
The diagram shows how the customer meeting looks in the Czech Republic’s retail sector’s shops Source: 465 observations, Daymakerindex Multichannel 2012
0 10 20 30 40 50 60 70 80 90
100
Shop
Daymakerindex Multichannel
The diagram shows how the customer meeting looks in the Czech Republic’s retail sector in each channels Source: 465 observations, Daymakerindex Multichannel 2012
0 10 20 30 40 50 60 70 80 90
100
Shop Telephone E-mail Multichannel
Daymakerindex – Result per industry
Shops Telephone Mail
Electronics 73 % 62 % 43 %
Furniture 56 % 57 % 41 %
Drugstores 59 % 57 % 32 %
Shoes 54 % 61 % 30 %
Sports 59 % 48 % 35 %
Clothes 52 % 50 % 20 %
The picture shows the result per industry and channel in the Czech Republic’s retail sector Source: 465 observations, Daymakerindex Multichannel 2012 .
Results Daymakerindex 2012 Drugstore Store Place Phone Place Email Place Mul7channel Place Drugstore Ø 59% 57% 32% 49% DM 32% 5. 57% 3. -‐ 4. 57% 1. 49% 4. Drogerie TETA 64% 2. 57% 3. -‐ 4. 30% 3.-‐4. 50% 3. Marionnaud 60% 3. 59% 2. 33% 2 51% 2. Rossmann 50% 4. 50% 5 30% 3.-‐4 43% 5. Yves Rocher 88% 1. 65% 1. 11% 5. 54% 1. Electro Store Place Phone Place Email Place Mul7channel Place Electro Ø 73% 62% 43% 59% Alza 56% 5. 72% 2. 33% 4. 53% 4.-‐5. Datart 72% 4. 73% 1. 72% 1. 72% 1. EURONICS 82% 2. 42% 5. 37% 3. 53% 4.-‐5. Mironet 75% 3. 57% 4. 48% 2. 60% 2.
OKAY 83% 1. 64% 3. 25% 5. 57% 3. Furniture Store Place Phone Place Email Place Mul7channel Place Furniture Ø 56% 57% 41% 51% Asko nábytek 29% 5. 50% 4. 41% 2. 40% 5. Ikea 56% 3. 53% 3. 39% 4. 50% 4. Jysk 71% 2. 59% 2. 38% 5. 56% 2. Kika 76% 1. 48% 5. 47% 1. 57% 1. Sconto 50% 4. 75% 1. 40% 3. 55% 3.
Results Daymakerindex 2012
Fashion Store Place Phone Place Email Place Mul7channel Místo Fashion Ø 52% 50% 20% 41% Blažek 73% 1. 68% 1. 63% 1. 68% 1. H&M 43% 4.-‐5. 54% 2.-‐3. 0% 4.-‐6. 32% 4.-‐5. Mark&Spencer 69% 2. 54% 2.-‐3. 40% 2. 54% 2. New Yorker 46% 3. 21% 6. 0% 4.-‐6. 22% 6. Reserved 39% 6. 53% 4.-‐5. 15% 3. 36% 3. Takko 43% 4.-‐5. 53% 4.-‐5. 0% 4.-‐6. 32% 4.-‐5. Shoes Store Place Phone Place Email Place Mul7channel Place Shoes Ø 54% 61% 30% 48% Baťa 50% 3.-‐4. 70% 1. 44% 2. 55% 2. CCC 50% 3.-‐4. 62% 4. 8% 5. 40% 5. Deichmann 68% 1. 63% 2.-‐3. 56% 1. 63% 1. Humanic 53% 2. 63% 2.-‐3. 18% 4. 44% 3. Reno 49% 5. 49% 5. 24% 3. 41% 4. Sport Store Place Phone Place Email Place Mul7channel Place Sport Ø 59% 48% 35% 47% A3 43% 5. 47% 3. 38% 3. 42% 4. Alpine Pro 65% 1. 43% 4.-‐5. 0% 5. 36% 5. Hervis 63% 2.-‐3. 51% 2. 48% 2. 54% 2. Intersport 60% 4. 43% 4.-‐5. 33% 4. 45% 3. Spor\simo 63% 2.-‐3. 57% 1. 55% 1. 58% 1.
Does it really matter if you say hello?
Satisfaction: 6.54 Satisfaction: 8.20
Important factors for a satisfied customer Shop
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Rating 1-6 (51 st) Rating 9-10 (51 st)
Comments from customers that gave high scores
• Felt noticed and appreciated that someone made contact with them
• The sales people got involved and were interested
• Professional • Good product knowledge • Helpful • Happy (smiled) • Friendly
“The sellers attitude was very professional but at the same time kind and relaxed. She carefully listened to my wishes and with interest she tried to find the most suitable products for me”
Comments from customers that gave low scores • Didn’t feel noticed • The sales people were not involved and
not interested in them as customers • More questions should have been asked • Greater product knowledge • Make eye contact with customers • Don’t have private conversations in front
of customers
“I was not satisfied with the presentation of the make-up at all. When I asked the seller what she could recommend, she said that it is hard to give advice, because all products are good. She said that most customers come with a specific request for one brand. When I told her that I do not know these brands, she stood in front of the panel and showed me the products by saying: ”so here they are”. She did not suggest any products herself. I had to ask questions and when I repeated that I do not know these brands, she said again that the customers who come here know exactly which brand they want. When I picked some products I liked she spontaneously offered me to test them. She tested lipstick on her own hand. The seller did not ask for what purpose I would like to buy make-up. The presentation of the products was weak. I was expecting a greater effort from her side.”
Top Performers in customer service sell more Amount in Euro
In this example the mystery shoppers had an unlimited budget for purchase. Amount in Euros Figures from a Daymaker survey in Scandinavia
So why don’t retail staff give good service? We have identified 15 barriers or “explanations” Reasons / explanations – in order of frequency 1. I have so many other things to do 2. One has to talk some private even during working hours 3. It is more comfortable behind the cash desk – the customer will let me know if
they need something. 4. I know when a potential customer enters 5. I am already busy helping a customer 6. The customer will ask if they need something 7. I know what the customer needs/wants 8. I want to offer everything I have 9. I don´t recommend a product 10. A customer that is trying out something wants to be left alone 11. The customer has already purchase enough 12. ”Is that all?” 13. Not verifying/confirming the purchase 14. Not invite to the next visit 15. ”Next”
Summary
Clear customer meeting – multi channel strategy Chanels need to be harmonized to provide a good customer experience. Companies need a clear “customer promise” so they will appear the same everywhere
Clear guidelines from management What should the staff focus on Find the genuine interest and curiosity of the staff Teach the staff to listen and react to the customer
This will help you get happier customers that will come back.
Daymaker seminar
http://www.daymaker.cz/fotogalerie-a-trailer-z-daymaker-seminae-
receipt-of-successful-retail-business
If you have any questions don’t hesitate to contact us
Natalia Folbrycht Managing Director +42(0)603 925 506 [email protected]
More information about Daymaker, Daymakerindex and our products can also be found on www.daymaker.cz
www.daymaker.cz