Meaningful Manager Performance Metrics
Shoe Station believes so much in the accuracy and value of the feedback reports that the results are used in store manager performance evaluations. Since company president embraces the system and reviews the reports every Monday, he is able to discuss with managers how they can put feedback to work. After all, what’s good for the customer is good for the manager. Now, what’s good and what is not can be quantified.
Randy knows that by capturing anonymous feedback he hears from people who would never share their experience. People typically don’t enjoy getting in someone’s face because the restroom was dirty, a line was too long, or the cashier seemed irritated. “The majority will not say anything,” he said, and if they type an email to the corporate office there is little chance they will get a reply.
Customers quickly understand the Smiley Touches and, because they are so easy to use, Randy said they tap the buttons on their way out of the store “without even breaking stride.”
“Between August 2018, when the terminals were installed, and March 2019, Shoe Station customers logged 111,000 feedbacks. That is phenomenal. That is learning our customer,” Randy said.
When Shoe Station spots a red flag on their dashboard, they are able to identify the precise time and place an unhappy episode occurred. They find corresponding store video so they can get a more detailed and accurate view of what transpired, whether it was a rude employee, a rude customer, or a long line at checkout.