Automated Surveys for Store Improvement (Product and Service)

Case Study #6 - Hair Salons

The Challenge:
Improving Store Product and Service results, leading to improved profits and customer loyalty

The Client:
2,100 store U. S. Hair Salon Chain

Situation:
Our client wanted to improve profitability of her Hair Salons by improving service and product results as measured by her customers. The client believed that if a Customer Experience Measurement tool, like Mindshare, was implemented, she could improve not only product and service, but also customer loyalty and repeat business.

Action:
Mindshare's customer feedback survey technology was installed to allow our client to get immediate daily input from their customers. The point-of-sale receipt for each customer included a printed offer to call a toll-free number and receive an incentive. Customers called the number, answered a few questions via the telephone keypad, and received a redemption code good for the next service. In addition to the quantitative response, each customer could also leave a verbatim voice recording of their feelings about the service.

Specific attention was given to measuring three areas:

  1. "Was the stylist focused on you?" (Service),
  2. "Did you get the look you wanted?" (Product), and
  3. Quantitative measurement of repeat business.
A baseline measurement was recorded. Then individual training and coaching sessions were held. Goals were set. Each month, management uses the month-end and week-end reports and spends the first week of the next month reviewing, training, and setting goals with front-line associates.

Results:
"Was the stylist focused on you?" (Service)"Excellent rating" jumped from 53% to 64% in three months
"Did you get the look you wanted?" (Product)"Excellent rating" jumped from 52% to 60% in three months

Customer Counts are up from 12% to 34%

Customer loyalty (as measured by longevity and repeat business) is up.

Revenues are up. Profits are up.

To quote from our client:
"This is a management tool to die for. We are able to evaluate people on the very thing they went to school for." "I keep setting new records every weekend." "A lot of my fellow franchisees had an abysmal month in February. We had an outrageous February." "My employees can not wait to get their Mindshare reports."

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About Mindshare Technologies
Mindshare's business monitoring tools help companies improve operational excellence and minimize customer attrition through personal customer involvement. Shortly after their service experience, customers respond to a brief survey using their touch-tone telephone or web interface. Mindshare's proprietary survey technology captures the voice of the customer in real-time and immediately transforms it into actionable intelligence through powerful and incisive enterprise reporting. Reports are updated immediately so that client management can incorporate customer insights directly into their operations. Mindshare serves clients in more than 25 industries, and collects surveys in 67 countries and in 14 languages for companies of all sizes. For more information visit www.mshare.net or contact us:
CONTACTS: Richard Hanks
John Sperry		 (801) 743-7580
(801) 743-7567