Case Study
Green Cross Health: Regional Manager

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Your customers tell you where to improve

The Opportunity:Managing a mystery

For Green Cross Health Sales & Business Development Manager Bronwen Shepherd, receiving feedback from customers is essential, yet getting it in the past has proven difficult. Responsible for 35 of Green Cross Health’s partner stores across the country, Bronwen, like so many regional managers, is taking advantage of Customer Radar technology to improve her stores’ performance.

“Before we took on Customer Radar’s technology, we had no way of measuring customer satisfaction,” says Bronwen. “We assumed we knew all about our customers, but what this has shown us is that we barely knew anything.”

With previous feedback methods, such as manual surveys, being labour intensive and time consuming, Green Cross Health clearly needed a different option. Several years ago, they made a change and took on Customer Radar feedback technology.

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How It Happened: Unpacking the problems

Implementing Customer Radar proved to be “super easy” once they replaced a few older printers in some of the stores, and since then technology has developed to the point where Bronwen says it’s incredibly intuitive. It breaks down feedback into times of the day and days of the week, meaning managers can drill down to what the real issues in their stores may be, makes changes within the store and train staff in an appropriate way.

The technology has also become a way in which stores can compare their own customer satisfaction performance to that of other stores in the group, with Bronwen sharing that it’s an incredibly effective way of motivating partner stores to do better. “No one wants to be in the red,” she says.

One such store, Unichem The Palms, had an extremely low score due to a number of issues that included poor customer service, long waiting times, and lack of waiting space. Bronwen and the team from The Palms worked on their top 2 or 3 problems to discover what was causing that feedback.

By working to understand their problems, they were then able to respond to negative feedback and work toward fixing their issues. Over 4 or 5 months, they drastically increased their customer satisfaction score, eventually winning Pharmacy of the Year. This dramatic change demonstrates how powerful receiving feedback can be – especially when you do something with it.

The Impact: Turning complaints into happy customers

The use of Customer Radar technology has been hugely popular with operators and customers alike, and already a definite correlation between customer satisfaction and store performance has emerged. In most cases, stores that gain a large number of positive results are also the stores making the biggest profits. This shows once again how vital customer satisfaction is to running a successful retail business. In the cases where the two don’t correlate, feedback highlights what can be improved upon to make profitable stores even more successful.

Since using Customer Radar’s innovative technology, Green Cross Health have already implemented several changes based entirely on customer feedback. One such change has been reintroducing seating to their pharmacies. This signals a complete turnaround from their previous positioning, which had been to gradually remove all seating in order to gain more retail space. However, after receiving valuable customer feedback through Customer Radar’s technology, they discovered just how important having somewhere to sit while waiting for a prescription was to Green Cross Health customers.

According to Jason, the best part is how cost effective the technology has proven to be. “Rolling it out across over 300 stores carries nearly the same cost as only one mystery shopper, so it’s incredibly cost effective for the amount of feedback we get.”

Without a doubt, what makes the partnership between Customer Radar and Green Cross Health so effective is the understanding that Jason and the rest of the team have of what Green Cross Health have to gain from the Customer Radar technology. It allows them to benchmark stores against each other, get into conversations with customers, deal with complaints quickly, and make a real commitment to providing the best care and advice possible for their customers. The fact that everyone is completely on board with the technology makes it a very rewarding partnership for both sides in the long term.