Noel Leeming: CEO
Embracing customer experience as the main point of difference
The Opportunity: Striving to stay at the top
When you’re the number one electronics retailer in the country, it’s important to stay on top. To do this, you need happy customers. That’s why Noel Leeming needed to find a better way of giving customers a voice.
Says Tim Edwards, CEO of the Noel Leeming Group, “We have used mystery shoppers in the past, but that only gives us a limited snapshot of one store. We knew that to remain the number one electronics retailer, we needed to have happy customers, and were quite impressed with the Customer Radar concept.”
With Noel Leeming embracing customer experience as their main point of difference, Customer Radar was the perfect solution to keeping customers happy, as it allows Noel Leeming to act on customer comments the next day and implement changes based on feedback from customers.
How It Happened: Multiple methods for one big result
For every business, implementing Customer Radar is about finding the natural point where customers will be most likely to engage and give feedback. Because the Noel Leeming Group is spread across multiple customer touch points (retail stores services via Tech Solutions and Open Learning Centres, as well as online), we had to judge the best touch point for all.
For Noel Leeming stores, implementing the Customer Radar technology was simple because we could link the Noel Leeming point of sale system with the feedback codes and distribute them via a till receipt. The till receipt was a natural choice, given that every customer who purchases something from a Noel Leeming store walks away with that piece of paper.
Online customers are engaged through email with each person who makes a purchase online receiving an invitation to provide feedback. Tech Solutions technicians, on the other hand, provide customers with a feedback card at the end of a callout.
All feedback is analysed through the Customer Radar reporting dashboards, which Tim says is incredibly useful. “The system features very high quality reporting, and we’ve gained some very good insights into our customers through the reporting,” says Tim.
The Impact: Happy customers equal sales growth
Over the last 3 years, Noel Leeming has grown in market share, which shows that something is working.
They have already implemented several changes based on feedback, particularly a country-wide change of creating more customer service roles. “Nearly all of our transactions need to be completed at a cashier, so previously during peak times all staff would be working behind the counter. Because of feedback we received, we’ve taken on more dedicated customer service staff who are dedicated to the counters so that sales staff are free to roam and help customers.” Since that time, many of the stores this has been implemented in have seen a big increase in sales.
For Noel Leeming, Tim says that two main trends have emerged – firstly, the importance of body language. “Our customers are very diverse and the same person can feel different about the type of service that they want from week to week. It’s all about understanding where they are on their journey,” shares Tim, describing how different feedback can be.
The second trend to emerge was perhaps the most surprising for Tim and the team at Noel Leeming. “What we’ve discovered is that customers are very surprised when we do something with the feedback. Each day we look through the feedback and if there are any complaints or suggestions, we do something about it as soon as possible. Our customers have been blown away by the fact that we’re not only reading their feedback, we’re actually doing something about it.”
CEO of Customer Radar, Mat Wylie, says that Noel Leeming are a fantastic example of how businesses can make the most of Customer Radar’s technology. “Noel Leeming are constantly searching for ways to improve their customer experience, something which can often be quite intangible. They have therefore embraced Customer Radar as a tangible measure of how they’re doing and how they can improve. Having the right technology and a commitment to engaging customers in feedback means they are able to collect a huge amount of data, which allows them to make confident decisions based on what their customers really want.”
Tim says the key to using Customer Radar technology is being fully committed. “I’d definitely endorse it, but you have to be committed and respond accordingly to feedback.” He suggests it should be used concurrently with learning and development, to ensure that staff are trained properly based on what customers need.
Tim is a huge advocate of the system, saying, “It’s something I wouldn’t want to be without.”