Customer experience management system drives continuous improvement in shopper satisfaction

Sanger & Eby has a long history of translating business goals into streamlined applications and tools that produce actionable, measurable results and drive long-term success. We put our proven process to work when Macy’s needed visibility into their customer’s in-store experience to gather insights that would drive continuous improvement in shopper satisfaction.

Challenge

As an organization focused on customer needs, Macy’s needed a way to efficiently solicit feedback from their shoppers to improve the experience, but they also needed a way to respond to customer concerns in a timely manner. The retailer had long been in the practice of mailing out satisfaction surveys to shoppers by random selection in order to get an accurate gauge of store performance, but response was varied and return times were slow.

Macy’s came to Sanger & Eby with a desire reach out to more of their customer base for general feedback and to help them organize, track responses and analyze trends from their mailed satisfaction campaigns.

Services:

Focus groups & stakeholder interviews Information architecture development User experience planning Responsive website design & development Custom application development Data architecture & systems integration Measurement & analytics planning & reporting Ongoing maintenance & support

Sanger & Eby has a long history of translating business goals into streamlined applications and tools that produce actionable, measurable results and drive long-term success. We put our proven process to work when Macy’s needed visibility into their customer’s in-store experience to gather insights that would drive continuous improvement in shopper satisfaction.

Services:

Focus groups & stakeholder interviews Information architecture development User experience planning Responsive website design & development Custom application development Data architecture & systems integration Measurement & analytics planning & reporting Ongoing maintenance & support

Challenge

As an organization focused on customer needs, Macy’s needed a way to efficiently solicit feedback from their shoppers to improve the experience, but they also needed a way to respond to customer concerns in a timely manner. The retailer had long been in the practice of mailing out satisfaction surveys to shoppers by random selection in order to get an accurate gauge of store performance, but response was varied and return times were slow.

Macy’s came to Sanger & Eby with a desire reach out to more of their customer base for general feedback and to help them organize, track responses and analyze trends from their mailed satisfaction campaigns.

A photo of a Black, female sales associate with an Asian, female shopper looking at smart watches in the watch department.

A photo of a smiling, female, Asian sales associate handing a Macy's shopping bag to a smiling, female, Caucasian shopper at the Buy Online Pickup In-store point of sale counter.

A photo of two smiling, Black shoppers, 1 male, 1 female, being helped by a smiling, Asian Macy's sales associate. The sales associate is showing the male shopper something on her handheld device while the female shopper looks at merchandise on a large digital screen.

Strategy

We kicked-off the project conducting interviews with multiple business groups within the organization. We analyzed needs within Sales, Corporate Communications, Credit, Customer Services and IT to determine how each team could benefit from the project and what pain points we could alleviate.

Leveraging our learnings, we moved into a design and development phase. Our programming team created a state-of-the-art Customer Response platform with the capabilities to generate and distribute customer satisfaction surveys and collect and organize off- and online feedback. The platform also provided the Macy’s team with valuable administrative tools that allow them to route customer replies and generate employee feedback responses within the system, providing full customer service tracking and accountability. Our detailed interviews with Macy’s business units enabled us to build in functionality and reporting that provided key insights and actionable data for ongoing process improvement.

Results

The Macy’s Customer Experience System has been a tremendous success, enabling rapid, trackable responses to customer feedback and providing the ability to analyze trends across all levels of the organization—from stores to districts to regions. After launch, the system had over 1,000 daily internal users and rapidly grew to more than 1 million surveys per year across a dozen lines of business including macys.com, bloomingdales.com, furniture delivery, and wedding and gift registries. The system has helped the company dramatically improve customer service and satisfaction levels and has been a key driver in sales growth for the organization.

We can help you turn your manual processes into streamlined system that will help drive your organization. Let’s talk!

Tech stack

The following languages and platforms were used to bring this project to life:

Languages

HTML5
CSS

Frameworks/tools

ASP
jQuery
jQuery UI
MS SQL Server