Background of Client: One of the largest retail store chains in Hong Kong
Business unit involved: Marketing department and operation department
Traditionally, the major competitive advantages of retail stores were pricing advantages and a variety of product offerings. Unfortunately, the top management of our client believed that their company’s strength in both of these critical factors was far below that of its two major competitors.
Thus, top management decided to create an extra edge to engage customers, adding irreplaceable sincere and caring customer service in their stores. They believed the key factors for successful execution were WOW product promotions, a series of emotional touching moments and enthusiastic service mindsets of their frontline staff.
In reality, hundreds or even thousands of consumers visit their stores every day, and some are cold and unreasonable. From the staff’s point of view, it can be quite difficult to maintain enthusiastic service all day, even when facing unpleasant situations.
Methods Involved: Design Thinking, CEN/TS 16555 and 5i Customer Management Method
Type of Transformation: Customer Experience Transformation
Creating a competitive edge through irreplaceable caring customer service
Duration of Project: 6 months
KPIs of Project:
Service performance and customer emotional connection level
Analyzed the service performance through mystery shopping audits
Designed a set of service operating procedures (SOP) with a critical key performance index (KPI) for enthusiastic service. Conducted service competition and identified over 50 service champions for onsite demonstrations of enthusiastic service.
Developed a series of emotional touching loyalty programs for different tiers of their consumers
Client’s Tangible Results:
Service-level performance improved by over 20% after implemented new SOP
The overall revenue improved by 7.5%