Waitrose has put interactive touchscreen terminals in its "Little Waitrose" convenience stores to gather customer feedback.
The UK supermarket retailer has rolled out customer experience kiosks to give Waitrose managers insight into their customers' experience.
Created by research specialists CRT and Toshiba Global Commerce Solutions, the touchscreen kiosks are situated near the tills in Little Waitrose branches, and ask customers to complete a four-screen survey to rate their experience. The company said the process takes less than 20 seconds.
CRT has provided text analysis tools to decipher comments left by customers.
Waitrose began the pilot in 2013 and found that over 700 customers a week gave feedback using the technology. The company found the real-time reporting allowed Waitrose staff to fix customers' problems quickly.
Emphasis on customer service
The data can be used locally by managers in the store, as well as by head office to gain a complete picture of the Waitrose portfolio, and benchmark store performance.
Richard Quarterman, service innovation manager at Waitrose, said the company is constantly striving to provide customers with the highest possible level of service.
“The introduction of the touchscreens gives us another way of capturing what our customers want,” he said.
“We selected CRT because of their award-winning validation software that gives us confidence that we are receiving genuine customer comment. We have been impressed by their flexibility in responding to different and changing requirements, their positive attitude to finding solutions and their understanding and empathy for our culture and approach."
Quarterman added: “As the survey is quick and easy to use, we have significantly increased the number of customers responding to us. As it provides real-time feedback, we can start to track customer responses across different times of the day and days of the week, giving our operational management teams’ valuable insight into store performance within a clear frame of reference.”