Specsavers is the UK’s leading High Street Retail Optician. It has more than 600 branches located throughout the UK, and it’s one of Britain’s most trusted brands, regularly winning major awards for its unstinting commitment to delivering customer service excellence.
The company takes its engagement and insight obligations seriously – and that’s why it sought the assistance of CRT. The UK’s most well-known high street optician wanted to roll out a major, UK-wide customer engagement programme and survey in order to pin-point critical issues of importance to the consumer. Once analysed, this information would enable Specsavers to increasingly meet the needs of the people who buy their products from the company.
The challenge
Specsavers wanted to capture customer satisfaction feedback at the ‘point of experience’ in its retail stores throughout the UK in order to ensure it was continuing to meet its commitment to the delivery of best-in-class customer satisfaction standards.
To do this, the retailer needed an easy-to-use, automatic survey that easily engaged with large samples of customers and shop browsers – and delivered incisive analyses and rapid, real-time reporting to stores and Specsavers head office.
The solution
In partnership with CRT, Specsavers engaged with shoppers and browsers at their point of experience in-store. To achieve this goal, the retailer used CRT’s highly regarded ViewPoint Kiosk technology.
CRT’s launched a series of branded Specsavers surveys – via kiosks located across a wide range of stores – which delivered real-time in-store feedback from customers and non-purchasers (browsers) alike.
The data was fed securely over the Internet to CRT analysis team. This process enabled our Valid8™ protection software (based on algorithms to identify and filter out any potential data manipulation (such as children playing with the screens or people not taking the survey seriously).
Reports were emailed to store managers on a weekly basis for immediate review and action planning.
In the first six months of the national engagement exercise, Specsavers obtained direct feedback from over 55000 customers and browsers.
“The customer survey information tells us accurately what our customers and shoppers are thinking,” commented Susannah Hart of Specsavers. “The solution lets us deliver real value to our store owners, giving them instant feedback to help sustain the highest standards of customer service.”