Buy Online - Pick Up in Store
Customer and employee experience assessment for a big-box retailer
Challenges
The service was not performing up to expectations. Repeat sales through this channel fell and customers complaints increased. Incremental purchases associated with this channel did not match in-store purchase averages.
Employees complained about the service and did not actively support it so fulfillment was slow - contributing to customer dissatisfaction.
Solution
Through surveying customers and employees about their experience with the BOPUIS service, we found several ways to improve the service.
1. Improved communications about order status.
2. Moved the fulfilled orders to front of store from storage area.
3. Separated order pick-up away from customer service counter and signed it well.
4. New orders were assigned to a single store associate to fulfill in their entirety.
Results
Repeat orders increased by 35%
Incremental purchases tied to order pickup increased by 25%
% of same store sales revenue from this channel grew by 12%
Customer satisfaction score increased by 50%
Employee satisfaction scores increased by 60%.
Channel Portal
Partner portal experience assessment for a B2B Software Company
Challenges
Partners complained that the portal was "clunky" and not intuitive to use. As a result, Partners were not using the portal as intended and were "going around" the portal to complete tasks and register deals. The result was the business could not accurately track Partner sales.
Solution
As a result of the audit, page flows, information search and utilities were improved.
Single sign-on was instituted to improve logging on the portal.
Forms were updated to only require essential information auto-populated with partner information when available.
Search was re-organized and older, out of date articles deleted from the library.
Results
Partner usage of the portal increased to near 100%.
Partners increased their rating of the portal from 2 stars to 5 stars.
The Business saw a decrease in Partner support calls of 30%.
The Service Experience
Customer Service experience assessment for a Manufacturer
Challenges
Customers complained that obtaining the normal service around order entry and status was very manual and took too long resulting in delays and customer dissatisfaction (extremely low NPS scores). Customers shared openly that because the Company was so hard to do business with, they split their orders between the Company and other manufacturers.
Solution
Leveraging the learning from the interviews, the ordering and fulfillment process were re-imagined and road-mapped. Improvements were prioritized with the more analogue changes happening quicker and technology improvements planned over 3 years.
The roadmap was communicated to customers.
Results
In the 3 months following publication of the roadmap and implementation of some of the more analogue improvements to process, Customer satisfaction increased by 20%.
The Company saw an increase of 12% in new orders.