Home improvement and garden retailer Mitre 10’s ongoing goal is to improve the shopping experience of its customers. To support this initiative the company has measured a range of customer experience indicators across all channels of its business. What was missing, however, was an ‘over-all’ customer experience picture – an issue Mitre 10 asked Datamine to resolve by collating and analysing its customer experience data and presenting it in such a way that empowered the company to take action to address any customer experience shortfalls.

Select the right range of core variables

Of the many customer variables available, Datamine selected a core range that would best represent the over-all Mitre 10 customer experience. Included amongst these were transaction data, net promoter score survey results, customer memberships and loyalty swipe rates. Appropriately modelled, these indicators formed the basis of a Customer Experience (CX) score for each Mitre 10 store. The reports were also interactive, allowing adjustments to targets and new indicators to be added as required. The relevant information is presented in a format that is easy for the stores to use and suitable for distribution to Area Managers and the CEO. Every store received an over-all CX score, a summary of the core indicators used to calculate the score - and a 4-week comparison on performance measure.

Targets driving ongoing improvement

Using the CX reports, individual stores can now track how they’re performing against CX targets (and in relation to other Mitre 10 outlets). Armed with an up-to-the-minute customer experience score, Mitre 10 stores can take specific and immediate action to improve their individual CX indicators. Since receiving the reports, individual Mitre 10 stores have been empowered to take greater ownership of their customer experience, resulting in improved CX scores across the entire chain.

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