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Specsavers In Store Retail Survey

retail customer experience kiosksSpecsavers are the UK's leading High Street Retail Opticians with over 600 retail stores nationwide and has been voted optician of the year for the past eight years in the Reader’s Digest Most Trusted Brands.

The Survey Problem

Specsavers wanted to capture customer feedback at the point of experience in its retail stores in order to ensure the highest levels of customer satisfaction. The retail survey needed to be automatic, engage with a representative sample of both customers and shop browsers, and deliver incisive analyses and rapid reporting both in store and to head office.

Our Solution: in-the-moment Customer Feedback

Specsavers partnered with CRT, utilising their Customer Feedback Kiosk Surveys, to engage with shoppers at their point of experience in store.

CRT, who are premier business partners with IBM, selected the IBM AnyPlace™ Kiosks which were equipped with CRT’s ViewPoint retail survey software. The touch screens are fully branded with Specsavers' surveys, specifically designed to capture realtime in-store feedback from customers, non-purchasers (customers who wanted to buy but couldn't) and browsers.

The data is fed securely over the internet to CRT headquarters for analysis, including the Valid8™ algorithms, which filter out manipulations such as children playing with the screens or people not taking the survey seriously. Bespoke exception Reporting is scheduled to store managers weekly, for immediate review and action planning. Regional and HQ reports are also scheduled to inform strategic planning, including VoC (Voice of the Customer) verbatim sentiment analysis.

Further Retail Survey Analysis

Deep dive analysis and reporting is also a key component with presentations to head office and recommendations on survey changes, service improvement action planning and other insights.

In the first six months alone, the in-store kiosks gave Specsavers direct feedback from over 55,000 customers, non-buyers and browsers.

The customer survey information is captured through the IBM screens and analysed via CRT's survey software. It tells us accurately what our customers and shoppers are thinking. The solution lets us deliver real value to our store owners, giving them instant feedback to help sustain the highest standards of customer service.
Susannah Hart, Communications Manager, Specsavers


  • Feedback in-the-moment is upto 40% more accurate than traditional methods
  • Fast reporting at store level enables ongoing customer service improvements by management
  • 55,000 shoppers surveyed every 6 months with excellent demographical spread
  • Over 20% of feedback from non-buyers - this informs product and marketing strategy
  • Includes Net Promoter yardstick of customer satisfaction
  • Fully managed service by CRT from survey design to bespoke reports, presentations and recommendations

  • For more information on in store surveys and customer feedback click here
  • Read our retail case study with IBM here
  • To read an article on why customer engagement is no longer optional click here
Apr 17 2015