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What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
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What separates the winners from the losers 06 04 2012 final

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  • 1. What Separates the Winners from theLosers in the Grocery WorldBrian Jones Gary EdwardsVice President Grocery Chief Customer OfficerEmpathica EmpathicaJune 6, 2012
  • 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. Average Customer Loyalty of GroceryStore 70% 30% Avg. Grocer Loyalty Share of grocery dollars spent elsewhere © 2012 All Rights Reserved - Confidential 3
  • 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. Customer Service Could Improve44% of customers feel customer servicecould improve © 2012 All Rights Reserved - Confidential 5
  • 6. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 6
  • 7. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 7
  • 8. Who We Are © 2012 All Rights Reserved - Confidential 8
  • 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. 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. 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. 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. 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. A Shoppers Perspective Importance1.61.41.2 10.80.60.40.2 0 © 2012 All Rights Reserved - Confidential 14
  • 15. A Shoppers Perspective Meeting Expectations1.81.61.41.2 10.80.60.40.2 0 © 2012 All Rights Reserved - Confidential 15
  • 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. Top Grocers List (US) © 2012 All Rights Reserved - Confidential 17
  • 18. Meeting Expectations - Operations © 2012 All Rights Reserved - Confidential 18
  • 19. Meeting Expectations - Merchandising © 2012 All Rights Reserved - Confidential 19
  • 20. © 2012 All Rights Reserved - Confidential 20
  • 21. Create a Brandto Love Advocacy © 2012 All Rights Reserved - Confidential 21
  • 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. 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. 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. 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. 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. 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. 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. Word of Mouth Endorsement on Social Media Personalized message from advocate Primary marketing message Secondary marketing message © 2012 All Rights Reserved - Confidential
  • 30. EmpathicaSocial Customer Experience Management Advocacy © 2012 All Rights Reserved - Confidential 30
  • 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. Thank YouDownload the Full Grocery Reporthttp://www.empathica.com/consumer-insights/market-specific- reports/empathica-consumer-insights-panel-grocery-report/

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