Team Sportia Säffle is a leading supplier of sporting recreational goods based in Sweden. With over 90 stores across Sweden, they are regarded as one of the top suppliers of clothing, footwear, bicycles and equipment for outdoor activities as well as other recreational products.
Team Sportia Säffle identified that they needed to establish a KPI that would enable them to test new ideas, measure customer satisfaction and confirm or reject the assumptions they had made about their customer service. They decide to go with OMBEA ExpressPods™.
After installing the ExpressPods, Team Sportia Säffle noticed immediate improvements in customer satisfaction levels for every change they implemented for scheduling, goals and focus. By having clear feedback from customers, they were able to get to the bottom of the problems that were creating barriers to customer loyalty.
Management at Team Sportia Säffle were becoming increasingly concerned about the declining footfall in the shopping centre one of their stores is located in. Having seen a 10% drop in shopping centre footfall and with sports stores in general also having experienced a 7-20% decrease in footfall over the last year, Team Sportia Säffle knew that they needed to take action to avoid suffering the same fate.
Team Sportia Chain regularly invests in their high-quality website to provide a great user experience for customers to easily buy products online, so their main cause for concern was the shopping experience of customers that were physically going into the store. They also wanted to explore new ideas to enable them to continue to attract new customers and generate more repeat custom.
Whilst Team Sportia Säffle were confident that they were delivering a good customer experience, they had no means of reliably measuring this, or collating feedback from customers that could enable them to make the right customer experience improvements. They needed a solution that would do this for them and help them to ensure their business remained sustainable by adapting to the needs and behaviours of their customers to hit sales targets and build customer loyalty.
Team Sportia Säffle identified that they needed to establish a KPI that would enable them to test new ideas, measure customer satisfaction and confirm or reject the assumptions they had made about their customer service. They wanted a solution that allowed them to quickly act on feedback while not being too time-consuming to gather.
Having read about the success of OMBEA ExpressPod™ feedback terminals across a range of industries, they decided it suited their needs and following a one-minute installation, they started using it in the store. The different functionalities of the terminal enabled meaningful data to be collated on the dashboard, including an ‘Insights Index’, a KPI that allowed the customer feedback to easily be communicated through a number between 1 and 100. This makes it simple to compare different days or time periods to find trends or weak points.
After receiving expert advice from OMBEA on how to use the terminal most effectively, Team Sportia Säffle started using the terminal to pose direct, topical questions straight to their customers and gauge their opinions.
One of the first valuable insights they gained was that negative feedback spiked around the times that shift changes were occurring. This showed that the lower availability of staff at these times led to longer queues and had a very visible impact on customer satisfaction levels. With this hard evidence, they were able to quickly make changes to shift schedules to ensure that shift changes were spread out to minimise their impact.
After testing some different positioning of the ExpressPod™ to achieve optimal numbers of responses, they were able to increase the amount of feedback they were gathering and quickly identify dips in customer satisfaction to implement the relevant solutions. Team Sportia Säffle staff found it easy to update the terminal to change the question to keep gathering new data to support the continual improvement of customer experience.
Team Sportia Säffle noticed immediate improvements in customer satisfaction levels for every change they implemented for scheduling, goals and focus. By having clear feedback from customers, they were able to get to the bottom of the problems that were creating barriers to customer loyalty.
As soon as customer queues led to poor satisfaction scores, they could organise changes e.g. more staff on checkouts. By analysing the reports, they could see where the staff schedule needed to be adapted to have a more consistent, higher quality of customer experience.
Store manager Magnus Jansson was very happy with the impact of the OMBEA ExpressPod and scored it 9/10 overall as an improvement solution. He said:
“Insights has paid for itself many times over and it was a great investment.”
As Team Sportia Säffle began to trust the results more, they were able to get even more value by increasing their Insights Customer Satisfaction Index and they started asking more insightful questions to shape their business model.
They learnt that they needed to continue following up the results and talking about the feedback to ensure that it continued to be effective. Team Sportia Säffle acknowledged that before implementing the OMBEA Insights solution, they had incorrectly assumed they had high customer satisfaction levels. They had not previously identified that there were parts of the customer experience that were failing and impacting customer loyalty.
By establishing a clear KPI that was easy to introduce and use, they were soon able to make the necessary improvements to the operation of the store and receive a good return on their investment.