Superdrug and SMG Get Results
Historically, Superdrug, a UK-based beauty and health retailer operating more than 900 stores, used a mystery shopper programme to collect customer feedback, but it proved insufficient to collect a meaningful volume of reliable data. They partnered with SMG in order to better understand the customer experience, using a more innovative, timely and comprehensive methodology.
Immediate Opportunities
Within three months, Superdrug saw opportunities for improvement. SMG revealed that customers felt they waited too long to pay, received no eye contact, no conversation and no thank you from the till operator. While focusing on the presentation of the store, proper attention was not given to staff attitude and interaction. This was the biggest opportunity for Superdrug to drive overall customer satisfaction.
Insights Drive New Service Standards
This single understanding led to the development of new service principles that focused less on operational standards and more on true customer service standards, improving overall satisfaction more than 10 percentage points.
“It’s about going over the
key elements…and
making sure consumers
get exactly what they
said they wanted based
on the SMG data
and recommendations.”
Alan Johnson - Superdrug