Pets at Home to extend customer feedback programme
Pet supplies retailer Pets at Home is to extend its customer feedback programme to its online customers following a successful first year.
Implemented in partnership with SMG in March 2011, the Fish 4 Opinion programme obtains feedback from customers in real time. Pets at Home said the programme had exceeded expectations in its first year with responses totalling 102,316. In addition it gave the retailer an accurate assessment of customer satisfaction and colleague performance, as well as demonstrating their impact on sales.
The nationwide programme invites customers to complete an online survey accessed through details listed on their till receipt. Completing the questions enters customers into a draw to win £200 worth of Pets at Home vouchers.
The results of the programme have revealed that a key driver in customer satisfaction is quality and knowledgeable engagement with Pets at Home colleagues. With 92% of the retailer’s staff owning a pet, customers found staff interaction a richer and more beneficial experience, prompting higher spend and greater customer loyalty.
Never Miss a Retail Update!Pets at Home found that highly satisfied customers spent, on average, 5% more, and that overall customer loyalty had increased to 81% which the retailer said was a reflection of its commitment to the Pets at Home’s internal colleague engagement programme, ‘We’re all Ears’.
Dave Poole, retail operations manager, Pets at Home explained: “Our Fish 4 Opinion programme has provided us with an even deeper understanding of our customers through the volume of data we have captured from our customers. By exceeding 100,000 responses we have been able to see how engagement with our knowledgeable and friendly colleagues improves the customer experience in our stores and supports our ongoing commitment of putting ‘pets before profit’.
“SMG has developed a thorough understanding of our business and helped support our business objective of being the world’s leading pet shop, providing our colleagues with a great work environment, and our customers with a great place to shop.”
Jeremy Michael, managing director, SMG added: “We are delighted to help Pets at Home achieve its aim of 100,000 customer responses, providing significantly more accurate feedback than traditional customer insight methods. The in-depth understanding into the key drivers to Pets at Home’s customer satisfaction provides an excellent opportunity to enhance and support these areas of strength. SMG looks forward to building on this successful partnership and helping Pets at Home improve their customer service even further.”
