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What Separates the Winners from theLosers in the Grocery WorldBrian Jones              Gary EdwardsVice President Grocery ...
The Needs of Grocers TodayCustomer loyalty should be thefocus for grocery stores:• Customer acquisition does not  represen...
Average Customer Loyalty of GroceryStore                                                                 70%            30...
The Impact of Customer Loyalty                                                         $66,000,000,000                    ...
Customer Service Could Improve44% of customers feel customer servicecould improve                © 2012 All Rights Reserve...
Are You Meeting Customer Expectations?               © 2012 All Rights Reserved - Confidential   6
Are You Meeting Customer Expectations?               © 2012 All Rights Reserved - Confidential   7
Who We Are             © 2012 All Rights Reserved - Confidential   8
What Do Consumers Think?            • What are the mix of store              experiences most important              and h...
Focus on Best CustomersThe insights focussed on only those who spend at least50% of their dollars in a particular grocer  ...
The Framework for Customer Experiencein Grocery       Store Operations                                          Merchandis...
The ScoringIdentify what is:• Most Important (score 2)• Somewhat Important (score 1)• Not Important (score 0)Is this true ...
Results      There is no one experience that fits all      People have different preferences      It is the mix of factors...
A Shoppers Perspective                  Importance1.61.41.2  10.80.60.40.2  0              © 2012 All Rights Reserved - Co...
A Shoppers Perspective            Meeting Expectations1.81.61.41.2  10.80.60.40.2  0               © 2012 All Rights Reser...
Who’s Meeting Customer Expectations1.65 1.61.55 1.51.45 1.41.35 1.31.25 1.2              © 2012 All Rights Reserved - Conf...
Top Grocers List (US)                © 2012 All Rights Reserved - Confidential   17
Meeting Expectations - Operations               © 2012 All Rights Reserved - Confidential   18
Meeting Expectations - Merchandising               © 2012 All Rights Reserved - Confidential   19
© 2012 All Rights Reserved - Confidential   20
Create a Brandto Love                                                             Advocacy                 © 2012 All Righ...
Start a ConversationInvitations designedto suit your brandIndustry leadingincentive plan to driveresponse countMulti-mode ...
Change Employee Behavior                                          Commit to action                                        ...
Sustain the Great Experiences                                         Leverage the power of your                          ...
Focus Cycle for Ongoing Improvement                                                      Eliminate the need for         Se...
Give Customers a Voice to Recommend                   Convert Customers                              Amplify the Voice of ...
A Simple Process to Drive AdvocacyCustomer completes survey            Customers with high are invited to                 ...
The Impact of Advocacy100+ Brands                 20%                 accept invitation                                   ...
Word of Mouth Endorsement on Social Media                                                            Personalized         ...
EmpathicaSocial Customer Experience Management                      Advocacy               © 2012 All Rights Reserved - Co...
“The program has proven to be hugely motivating andempowering for our Partners, particularly through thespecific feedback ...
Thank YouDownload the Full Grocery Reporthttp://www.empathica.com/consumer-insights/market-specific-   reports/empathica-c...
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What separates the winners from the losers 06 04 2012 final

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Transcript of "What separates the winners from the losers 06 04 2012 final"

  1. 1. What Separates the Winners from theLosers in the Grocery WorldBrian Jones Gary EdwardsVice President Grocery Chief Customer OfficerEmpathica EmpathicaJune 6, 2012
  2. 2. The Needs of Grocers TodayCustomer loyalty should be thefocus for grocery stores:• Customer acquisition does not represent the greatest opportunity• Increase share of wallet among existing customers does © 2012 All Rights Reserved - Confidential 2
  3. 3. Average Customer Loyalty of GroceryStore 70% 30% Avg. Grocer Loyalty Share of grocery dollars spent elsewhere © 2012 All Rights Reserved - Confidential 3
  4. 4. The Impact of Customer Loyalty $66,000,000,000 @ 100% Loyalty $20,000,000,000@ 30% Customer Loyalty © 2012 All Rights Reserved - Confidential
  5. 5. Customer Service Could Improve44% of customers feel customer servicecould improve © 2012 All Rights Reserved - Confidential 5
  6. 6. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 6
  7. 7. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 7
  8. 8. Who We Are © 2012 All Rights Reserved - Confidential 8
  9. 9. What Do Consumers Think? • What are the mix of store experiences most important and help retain best customers? • Which banners are at risk of their best customers attriting? • What can grocers learn about the customer experience from other grocers best customers? © 2012 All Rights Reserved - Confidential 9
  10. 10. Focus on Best CustomersThe insights focussed on only those who spend at least50% of their dollars in a particular grocer Typical Grocer Distribution of Customers and Dollars 10% 50% 50% 80% Customers Dollars © 2012 All Rights Reserved - Confidential 10
  11. 11. The Framework for Customer Experiencein Grocery Store Operations Merchandising Rank the importance of and whether your preferred grocer is PromotionsStore Technology delivering People © 2012 All Rights Reserved - Confidential 11
  12. 12. The ScoringIdentify what is:• Most Important (score 2)• Somewhat Important (score 1)• Not Important (score 0)Is this true at your primary grocerystore?• Always (score 2)• Sometimes (score 1)• Never (score 0) © 2012 All Rights Reserved - Confidential 12
  13. 13. Results There is no one experience that fits all People have different preferences It is the mix of factors that matters Grocers must understand their best customers, and develop experiences that drive and ensure their loyalty © 2012 All Rights Reserved - Confidential 13
  14. 14. A Shoppers Perspective Importance1.61.41.2 10.80.60.40.2 0 © 2012 All Rights Reserved - Confidential 14
  15. 15. A Shoppers Perspective Meeting Expectations1.81.61.41.2 10.80.60.40.2 0 © 2012 All Rights Reserved - Confidential 15
  16. 16. Who’s Meeting Customer Expectations1.65 1.61.55 1.51.45 1.41.35 1.31.25 1.2 © 2012 All Rights Reserved - Confidential 16
  17. 17. Top Grocers List (US) © 2012 All Rights Reserved - Confidential 17
  18. 18. Meeting Expectations - Operations © 2012 All Rights Reserved - Confidential 18
  19. 19. Meeting Expectations - Merchandising © 2012 All Rights Reserved - Confidential 19
  20. 20. © 2012 All Rights Reserved - Confidential 20
  21. 21. Create a Brandto Love Advocacy © 2012 All Rights Reserved - Confidential 21
  22. 22. Start a ConversationInvitations designedto suit your brandIndustry leadingincentive plan to driveresponse countMulti-mode feedbackcollection to listen toyour customers © 2012 All Rights Reserved - Confidential 22
  23. 23. Change Employee Behavior Commit to action Focus on what’s most important to customers Deliver great experiences Improve overall satisfaction score up to 5x more than traditional CEM © 2012 All Rights Reserved - Confidential 23
  24. 24. Sustain the Great Experiences Leverage the power of your internal community Build best practices through social sharing Continually improve the experience +8% focus area improvements © 2012 All Rights Reserved - Confidential 24
  25. 25. Focus Cycle for Ongoing Improvement Eliminate the need for Select complex reports Share Commit Focus locations on what is most important for their guestsReview Act Help location managers know what to fix and Measure how to execute © 2012 All Rights Reserved - Confidential 25
  26. 26. Give Customers a Voice to Recommend Convert Customers Amplify the Voice of Find Satisfied Customers to Advocates Your Advocates © 2012 All Rights Reserved - Confidential 26
  27. 27. A Simple Process to Drive AdvocacyCustomer completes survey Customers with high are invited to Customer makes a personalized make a recommendation recommendation Email Post Facebook Post Twitter Post Recommendation is shared via Facebook, Twitter and email with all of the advocates’ friends © 2012 All Rights Reserved - Confidential 27
  28. 28. The Impact of Advocacy100+ Brands 20% accept invitation Email Post Facebook Post Positive experiences shared with over Over 110,000,000+ 1,000,000 Friends and Followers advocates found Twitter Post © 2012 All Rights Reserved - Confidential 28
  29. 29. Word of Mouth Endorsement on Social Media Personalized message from advocate Primary marketing message Secondary marketing message © 2012 All Rights Reserved - Confidential
  30. 30. EmpathicaSocial Customer Experience Management Advocacy © 2012 All Rights Reserved - Confidential 30
  31. 31. “The program has proven to be hugely motivating andempowering for our Partners, particularly through thespecific feedback received by our stores which containpositive survey respondent comments on excellentservice” © 2012 All Rights Reserved - Confidential 31
  32. 32. Thank YouDownload the Full Grocery Reporthttp://www.empathica.com/consumer-insights/market-specific- reports/empathica-consumer-insights-panel-grocery-report/
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