Consumer Electronics Retailer

Measure and Optimize Customer Experience Impact on Sales

A major consumer electronics retailer was at a loss to explain the variability in key performance metrics (e.g. sales per sq foot) from store to store. While location apparently accounted for a good portion of this, focus group research and staff interviews suggested that an inconsistent customer experience from store to store might be driving a lot of the unexplained sales performance variability.

While the client had been conducting customer satisfaction studies for years, the data had never been connected to actual store level sales performance. MDS used its Customer Experience Management™ approach to leverage the rich historical satisfaction data by connecting it causally to key store sales performance metrics. Our approach factored out the impact of store location, size, store format and years in business to get a clean reading of the true impact of the actual customer experience on sales. This allowed the retailer to prioritize stores for sales training initiatives, and provided the justification to set sales associate bonus incentives contingent on store and sales associate satisfaction performance changes.

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