Chain store experience management closed-loop system based on questionnaire survey

Abstract

Customer experience management refers to that in the marketing and management process of an enterprise, corresponding marketing and management schemes and strategies are formulated on the premise that the satisfaction degree of customers is met to the maximum degree, and the purpose is to maintain a fixed customer group to the maximum degree, and finally a whole set of system of enterprise revenue is stabilized. More and more enterprises have perceived the importance of customer experience management and begin to try to take some actions to affect customer experience. The popularization degree of an NPS questionnaire mode for chain enterprises is very high, the enterprises always explore how to obtain customer experience data with enough sample size, so that the enterprises timely grasp evaluation feedback of products or services of users and track and close-loop customer feedback problems, and optimization of customer experience is always explored by everyone.

Description

Technical Field

[0001] The present invention relates to the technical field related to Internet retail, and in particular to the coordination among satisfaction survey questionnaires, store operations, and report systems. The present invention is a method for managing and prompting the service capabilities of chain stores by using NPS questionnaires. Background Art

[0002] Customer experience management refers to a system in which companies develop corresponding marketing and management plans and strategies during the marketing and management process, based on the premise of maximizing customer satisfaction. The purpose is to maintain a fixed customer base to the greatest extent possible and ultimately stabilize the company's benefits.

[0003] More and more companies have realized the importance of customer experience management and have begun to take some actions to influence customer experience. The NPS questionnaire method is very popular among chain companies. Companies have been exploring how to obtain customer experience data with a sufficient sample size, so that they can timely grasp the user's evaluation feedback on their products or services, and track and close the loop of customer feedback issues, thereby optimizing customer experience. Summary of the invention

[0004] The present invention is a system for self-discovery of problems, self-closed-loop improvement and drying based on the cooperation among satisfaction questionnaires, store operations and reporting systems, which helps the business field to understand the level of store retail experience on a daily basis, locate and warn of experience problems, analyze the root causes of problems layer by layer, improve store operations and analysis to be more precise, and improve and refine user experience.

[0005] 1. Questionnaire Capability

[0006] In addition to configuring basic questions, the questionnaire also needs to add parameters that fit the business scenario. The parameters can be added in the link and do not need to be open to customers, but they need to be recorded and used in system analysis.

[0007] Specific parameters:

[0008] 1. Store information, including store code, store name, and store type.

[0009] 2. Personnel information, including store guide ID and promotion employee ID.

[0010] 3. Scene information, experience, transactions, activities, and services.

[0011] The questionnaire should support delayed push and do not disturb time configuration.

[0012] 2. Questionnaire Scenario Identification

[0013] The questionnaire scenarios are divided into four types according to the characteristics of chain stores:

[0014] 1. Experience questionnaire: When customers come to the store to inquire or experience the product, guide them to actively scan the questionnaire QR code after the experience is over. This type of questionnaire will have an experience type logo.

[0015] 2. Transaction questionnaire: After a customer purchases a product, the purchase questionnaire will be automatically pushed to the customer based on the customer’s mobile phone number, membership information, and other information in the transaction order. This type of questionnaire will be marked with a purchase type.

[0016] 3. Activity questionnaire: After customers participate in store activities, they can actively scan the questionnaire QR code and fill in their experience feedback of participating in the activity. This type of questionnaire will be marked with the activity type.

[0017] 4. Service questionnaire: In after-sales maintenance scenarios, customers are asked to scan the QR code to answer the questionnaire. Customers can actively scan the questionnaire QR code, or the questionnaire can be pushed through the service system. This type of questionnaire will be marked with a service type identifier.

[0018] 3. Questionnaire content The content of the questionnaire should reflect different scenarios and levels.

[0019] The first level is the satisfaction NPS score and reasons.

[0020] The second level of questions asks about the store clerk’s service, product experience, and store experience index scores and reasons.

[0021] At the third level, the questions are further refined, asking for the scores and reasons for the three core indicators of people, goods, and venue.

[0022] Shop assistant service is divided into shop assistant image, service attitude, professional level and service efficiency.

[0023] Product experience segmentation includes display, usage, service rights and interests, and purchase benefits.

[0024] Store experience segmentation, location guidance, and spatial environment.

[0025] The fourth level questionnaire should reflect the specific reasons for the third level scores:

[0026] Reasons for the store clerk’s image, consistency between image and brand, mental outlook, and others.

[0027] Reasons for service attitude, whether the service is proactive, whether the service is impatient, whether the service makes people feel uncomfortable.

[0028] Reasons for professional level, whether the differences with other brands are explained clearly, whether the product is explained clearly, whether the after-sales policy after the discount is explained clearly, whether the product operation demonstration is proficient, whether the recommended product meets my needs, and others.

[0029] Reasons for service efficiency: whether my needs were responded to in a timely manner, whether the service process was cumbersome and slow, whether my problems were solved, and others.

[0030] Reasons for display, whether the product promotion in the store is attractive, whether it is easy to find the target product, whether the product highlights can be clearly seen, whether the product information of interest is missing, whether the displayed product information is helpful to me, and others.

[0031] Reasons for trial operation: whether the products you want to experience are complete, whether the operation instructions are clear, whether the functions you want to experience are missing, whether the operation experience is interesting, and other reasons.

[0032] Reasons for service benefits, whether there are service benefits I want, whether I can understand when the service benefits end, whether the service benefits are cost-effective, and other reasons.

[0033] Reasons for purchasing benefits: are there any benefits I want, do I know what benefits are available, do I understand the introduction of the benefits, do the benefits increase my desire to buy, and others.

[0034] Reasons for location guidance, whether the store guidance information is clear, whether the store / storefront is conspicuous, and others.

[0035] Reasons include space environment, whether the store is clean and tidy enough, whether the design and decoration are distinctive, whether the decoration is old, whether the store area is clearly divided, whether the lighting / music / temperature is comfortable, and others.

[0036] In addition to the above questions, you must also ask the customer whether he is willing to accept a return visit.

[0037] 4. Low score warning mechanism

[0038] The questionnaire system provides low score warning capabilities. For example, NPS <= 6 is defined as a low score. When a low score appears in the questionnaire, the store manager will be notified immediately. The warning channel can be through SMS or store system tools. The warning message must include the customer's contact information and the reason for the low score.

[0039] 5. Report Analysis

[0040] Questionnaire data analysis needs to present multiple dimensions and indicator systems to systematically measure the user's point-to-point experience, allowing store managers and business managers to optimize user experience satisfaction in the store and promote user transaction conversions.

[0041] The store operation system adds questionnaire results to display the NPS score of each questionnaire, the scores and reasons for each level 2, 3, and 4 item, the handling of low scores, store information, product information, etc.

[0042] Provide a dashboard whose indicators show NPS, cumulative NPS, proportion of recommenders, proportion of neutrals, proportion of detractors, low-score closed-loop rate, feedback rate, sample size, and priority improvement items.

[0043] Provide trend comparison charts of various indicators in the store dimension. BRIEF DESCRIPTION OF THE DRAWINGS

[0044] Figure 1 The overall closed-loop experience management process involved in the present invention

[0045] Figure 2 Low-scoring questionnaire closed-loop process involved in the present invention DETAILED DESCRIPTION

[0046] 1. Distribution of questionnaires

[0047] Stores push questionnaires through two methods: automatic push and active QR code scanning.

[0048] Automatic push means that when a transaction or service order is completed, it is identified whether the order contains member information or mobile phone number. If so, the purchase questionnaire is automatically pushed to the customer through the mini program or SMS. The push can be delayed for a certain period of time to ensure objective answer results.

[0049] Customers actively scan the code, and the questionnaire is made into a QR code in advance and displayed in the store experience area and service area. When customers complete the experience in the corresponding area, they are guided to scan the code to answer the questions.

[0050] 2. Closed loop of low-scoring questionnaires

[0051] The operating system regularly analyzes the questionnaires from the previous day every day. When it identifies a questionnaire with an NPS score lower than expected, it automatically triggers the early warning mechanism and pushes a system message or short message to the store manager.

[0052] Specific low-score closed-loop process:

[0053] a. The questionnaire results are synchronized to the store operation system at regular intervals in the evening.

[0054] b. The store operation system centrally processes the questionnaire data from the previous day.

[0055] c. When a low-scoring questionnaire is identified, an early warning will be issued based on whether there is a customer contact information and the customer agrees to a follow-up visit. Please note that the early warning time should avoid the do not disturb time.

[0056] d. The store manager contacts customers to communicate and solve the problems reported by customers.

[0057] e. The store manager records the processing results, and the store operation system provides the corresponding registration system capabilities.

[0058] f. The registered feedback results are entered into the store operation system and are linked to the previous low score warning questionnaire.

[0059] g. If the feedback result shows that the customer is contacted, the follow-up questionnaire will be automatically returned to the customer, and the store manager will be consulted to see whether the handling result is true and valid. If the customer is not contacted, an apology text message will be sent to the customer.

[0060] h. The results of the follow-up questionnaire filled out by the customer will also be synchronized to the store operation system and bound to the questionnaire data that originally triggered the alert.

[0061] 3. The store operation system provides reports and dashboard reports for the entire experience management based on all questionnaire result data. The reports should include the scores and reasons for all questionnaire questions, whether the questionnaire is a low-scoring questionnaire, and the feedback results of the relevant low-scoring closed loop.

[0062] The dashboard should provide real-time experience management indicator query capabilities.

[0063] Kanban data calculation logic:

[0064] NPS: Net Promoter Score = (number of recommenders / total sample size)*100% - (number of detractors / total sample size)*100%

[0065] Cumulative NPS value: the cumulative NPS value of all store questionnaire historical data

[0066] Recommended value ratio: Number of people who scored 9-10 points / number of respondents*100%

[0067] Neutral percentage: Number of people who scored 7-8 points / number of respondents*100%

[0068] Percentage of detractors: Number of people who scored 0-6 / Number of respondents*100%

[0069] Low-score closed-loop rate: number of closed-loop low-score questionnaires in n hours / total number of low-score questionnaires

[0070] Closed-loop satisfaction: In the follow-up questionnaire, (the number of people who scored 9-10 points minus the number of people who scored 0-6 points) divided by the total number of people

[0071] Feedback rate: number of samples / number of orders

[0072] Sample size: the number of valid questionnaires after removing abnormal questionnaires

[0073] Abnormal questionnaire data: including feedback channels, guiding customers to ignore reviews, false user information entry (duplicate membership, non-real membership information, etc.), "Did the clerk ask you to give a good review?" in the questionnaire, if the answer is yes, then it will be eliminated, the time to complete the questionnaire is less than a certain time, NPS score>=9 but the average score of the secondary index is <=6, NPS score<=6 but the average score of the secondary index is>=9, or other behaviors that deliberately affect customer reviews. Priority improvement items: any NSS index score is less than the store average level 4 question content

[0074] Through experience management data and business status analysis, businesses can uncover the driving factors of recommenders and detractors in each experience and then specify optimization strategies.

Claims

1. A closed-loop system for chain store experience management based on questionnaire surveys. The invention provides an overall framework for chain store customer questionnaire surveys, involving questionnaire survey configuration background, questionnaire front end, and questionnaire result report.

2. According to claim 1, a chain store experience management closed-loop system based on questionnaire survey can realize a system of self-discovery of problems, self-closed-loop improvement and drying, helping the business field to understand the store retail experience level on a daily basis, locate and warn of experience problems, analyze the root causes of problems layer by layer, improve store operations and analysis to be more precise, and improve user experience to be more refined.

3. According to claim 1, a chain store experience management closed-loop system based on questionnaire survey can analyze experience management data and business status, and can dig out the driving factors of recommenders and detractors in each experience, and then specify optimization strategies.

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