What separates the winners from the losers 06 04 2012 final

What Separates the Winners from the
Losers in the Grocery World

Brian Jones Gary Edwards
Vice President Grocery Chief Customer Officer
Empathica Empathica

June 6, 2012

The Needs of Grocers Today

Customer loyalty should be the
focus 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

Average Customer Loyalty of Grocery
Store

70%

30%

Avg. Grocer Loyalty Share of grocery dollars
spent elsewhere


The Impact of Customer Loyalty

$66,000,000,000
@ 100% Loyalty

$20,000,000,000
@ 30% Customer Loyalty

© 2012 All Rights Reserved - Confidential

Customer Service Could Improve

44% of customers feel customer service
could improve


Are You Meeting Customer Expectations?


Who We Are


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?


Focus on Best Customers

The insights focussed on only those who spend at least
50% of their dollars in a particular grocer

Typical Grocer Distribution of Customers and Dollars

10% 50%

50% 80%

Customers Dollars

The Framework for Customer Experience
in Grocery

Store Operations Merchandising

Rank the
importance of
and whether
your preferred
grocer is Promotions
Store Technology delivering

People


The Scoring

Identify what is:
• Most Important (score 2)
• Somewhat Important (score 1)
• Not Important (score 0)

Is this true at your primary grocery
store?
• Always (score 2)
• Sometimes (score 1)
• Never (score 0)


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


A Shoppers Perspective

Importance
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0


A Shoppers Perspective

Meeting Expectations
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0


Who’s Meeting Customer Expectations
1.65
1.6
1.55
1.5
1.45
1.4
1.35
1.3
1.25
1.2


Top Grocers List (US)


Meeting Expectations - Operations


Meeting Expectations - Merchandising


Create a Brand
to Love

Advocacy


Start a Conversation

Invitations designed
to suit your brand

Industry leading
incentive plan to drive
response count

Multi-mode feedback
collection to listen to
your customers


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


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


Focus Cycle for Ongoing Improvement

Eliminate the need for
Select complex reports

Share Commit Focus locations on what is
most important for their
guests

Review Act Help location managers
know what to fix and
Measure how to execute


Give Customers a Voice to Recommend

Convert Customers Amplify the Voice of
Find Satisfied
Customers to Advocates Your Advocates


A Simple Process to Drive Advocacy

Customer 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

The Impact of Advocacy

100+ 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


Empathica
Social Customer Experience Management

Advocacy


“The program has proven to be hugely motivating and
empowering for our Partners, particularly through the
specific feedback received by our stores which contain
positive survey respondent comments on excellent
service”


Thank You
Download the Full Grocery Report
http://www.empathica.com/consumer-insights/market-specific-
reports/empathica-consumer-insights-panel-grocery-report/

What separates the winners from the losers 06 04 2012 final

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