Retail organisations and large retail chains naturally pay close attention to customer experiences and customer satisfaction surveys. Employee satisfaction surveys (MTO) often lagged somewhat behind at retail companies, but have also gained considerable ground in recent years. This is not only due to growing staff shortages, but also to the desire to better train the often young employees in stores to act as advisers to customers. Retail companies see this reflected in the growing satisfaction of both employees and customers.
Customer satisfaction surveys for retail companies and large retail chains
Customer satisfaction surveys at retail companies have always played a leading role in experience research. Particularly since the rise of online shops and the increase in the number of communication channels (for example, through social media). Another factor is the blurring of the boundaries between high-street stores and online shops. Many stores are now both. That is why many retail companies and large retail chains want to measure customer experiences in their stores and online. Modern feedback systems make it possible to do this continuously, using a few short questions each time. This provides stores with valuable feedback on the customer experience (CX), enabling them to continually adjust their approach to deliver an optimal and consistent customer experience.
Researching customer experiences at a ‘customer journey agency’
One company that goes to great lengths to research customer experiences is Coolblue. To avoid competing on price alone, it strives to provide perfect service. For example, by delivering the ultimate washing machine delivery experience. To achieve this, it conducts extensive customer satisfaction research and collects large amounts of data. As a result, according to its founders, the company is no longer a retail or e-commerce business, but primarily a customer journey agency. Employees also play a crucial role in this development.
Employee satisfaction surveys (MTO) at retail companies
Given the highly dynamic environment and the many changes facing retail companies and large retail chains, their focus on employee satisfaction surveys (MTO) and the employee experience (EX) has also grown considerably. For example, for employer branding or to ensure that, as an organisation in a changing market, they can retain employees with the desired competencies. Or to develop these talents in a targeted way. That is why attention to both customer experiences and employee satisfaction is increasing at retail companies and large retail chains, and modern employee satisfaction surveys are being conducted more and more frequently. Increasingly, this also takes place continuously, using a few short, smart questions.
Better advice for customers following staff satisfaction surveys
Retail companies also use staff satisfaction surveys to train and educate employees to become better experts and advisers to customers. We see this happening frequently at DIY stores, for example, but supermarkets are also increasingly investing in this. In the coming years, employee satisfaction will also increasingly be measured in combination with customer satisfaction surveys. After all, satisfied employees are the key to satisfied customers. Our online measurement platform can measure both CX and EX, including the relationship between them. This is valuable for gaining a clear picture of both customer experiences and employee satisfaction at retail companies and for taking action based on these insights.
Measurement points for staff satisfaction surveys in retail
Employee satisfaction is often measured at a number of fixed points in time. In retail, these staff satisfaction surveys no longer take place only when employees join or leave, but rather at key moments throughout the year. Conversations with employees about their development and training sessions, for example, can also be very suitable opportunities for this. This ensures that employees’ capabilities and needs remain clearly in view. Working on these in a targeted way translates not only into lower staff turnover and absenteeism at retail companies and large retail chains, but also directly into higher customer satisfaction. The benefits speak for themselves.
