“HappyOrNot really suits our customer base. There’s a lot of digital solutions out there at the moment, but at the current way that people shop with us and the current way they want feedback, this works for us really well.”

Julie Tyler, Customer Experience Manager at Central England Co-op

Keeping Customers Happy in the Competitive Grocery Marketplace

One of the largest independent retailers in the UK, Central England Co-operative use the HappyOrNot service to ensure their customers are happy and secure a competitive advantage in a crowded marketplace.

Central England Co-operative first deployed HappyOrNot in March 2016 to gauge their customers’ satisfaction levels with various aspects of their grocery stores, from product selection, overall shopping experience, and queue times.

The Smiley Terminals help the managers to understand their store performance and act quickly on correcting matters that are affecting customer satisfaction, and demonstrate to their customers that the feedback they share is valuable and creates change.

Demonstrating to Customers the Commitment to Improve

The analyzed feedback data is reviewed by the Co-op managers each day to see if there are any problem areas and make needed changes the very next day. This gives managers a feeling of support in being able to effect improvements for their customers, and gives customers the assurance that if there’s something they’re not happy with, they see it being measured and corrected.

Using HappyOrNot is helping Co-op improve their business by:

Supporting management in visualizing service performance Supporting management in visualizing service performance
Clearly identifying issues that need corrections Clearly identifying issues that need corrections
Providing a fast and easy way for customers to leave feedback without disruption Providing a fast and easy way for customers to leave feedback without disruption
Creating a competitive advantage in a competitive marketplace Creating a competitive advantage in a competitive marketplace

Staying Competitive in a Crowded Marketplace

Grocery and convenience in the UK is really crowded and a very competitive marketplace. For Central England Co-op, the most important thing for their customers is ease and speed – being able to get what they want easily and exit the store quickly.

The easiness and low commitment of leaving feedback via the Smiley Terminals supports Co-op’s business strategy and allows them to gain valuable information from their customers without disrupting their day.

“This Works for Us Really Well”

“A colleague of mine, who had used HappyOrNot before, joined our team and suggested that it might work for us. If I’m honest, I was really skeptical, but I’m delighted that I’ve been proved wrong about how useful it’s been in our business,” says Julie Tyler, Customer Experience Manager at Central England Co-op.

Tyler continues: “HappyOrNot really suits our customer base. There’s a lot of digital solutions out there at the moment, but at the current way that people shop with us and the current way they want feedback, this works for us really well.”

Continuous Feedback Enables Quick Corrective Actions

The predominant question that Central England Co-op asks its shoppers is ‘How happy were you with the queue time today’ because the check-out timeliness can be different not only throughout the day, but also throughout the week.

As is typical for many community grocery and convenience stores, many of their customers are regulars, and so it’s imperative that the question asked and the method of collecting the feedback is so quick and easy that it allows and encourages them to answer as many times without feeling repetitive. This also enables Co-op to very clearly see where they have issues that need to be improved.

About the Customer

Central England Co-operative is one of the largest independent retailers in the UK, with over 400 trading outlets, a family of around 8,600 colleagues and more than 330,000 regular trading members. With trades across 16 counties from the Midlands to the East Coast, Central England Co-operative’s vision is to be the UK’s best consumer co-operative by making a real difference to their members and communities.

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