Launching a customer experience (CX) program and integrating it into the core of your business are two different things. Unfortunately, too many brands make the mistake of kicking off some sort of CX strategy, only to let it fizzle out in the background before it can have any impact.
Wild Birds Unlimited (WBU) is not one of those brands. The specialty retailer knows a successful CX program requires work and takes great effort in incorporating CX feedback into all aspects of its business.
In this Q+A, we spoke with CX leaders at WBU to learn more about the brand’s successful CX program and specific ways it leverages data to improve business outcomes.
Q: Can you tell us about your “How did we do” culture?
WBU: After an owner or associate has a sales interaction with a customer, we ask them to do an assessment of that experience. It begins with “How did I do with that customer?” and digs deeper into the interaction with questions like “What could I have done better?” or “What worked well?” It’s an opportunity to reflect and brainstorm on how to create even stronger experiences.
We use this sort of role-playing exercise as an interactive coaching tool, which is much more impactful than just mentioning CX best practices in a staff meeting. Our teams are actively practicing skills that improve the customer experience.
Q: What impact does customer experience data have on the WBU business?
WBU: There are many ways we leverage customer feedback and CX analysis to improve business. Some examples include:
- Revamping CX touchpoints to factor in key drivers derived from our customer survey data
- Adjusting our digital marketing messages to better resonate with our customer base
- Adding Giving Tuesday to our marketing collateral and brand awareness to heighten our presence and impact in local communities
- Modifying our loyalty program incentives to align with what matters most to customers (e.g., free gift, bird food discount)
- Looking at new product development to address any changes in value ratings
- Using specific data points to demonstrate the correlation between higher OSAT scores, higher sales, and average ticket amounts
Q: What value has your SMG partnership provided?
WBU: Having access to real-time data—especially during the pandemic—was critical. It allowed us to see how well we were executing on newly launched operating models such as BOPIS (buy online, pick-up in store), curbside, and online. We can look at trends in overall value, availability of merchandise, etc., and identify our greatest opportunity areas.
We also value SMG’s thought leadership and will often share published content on retail trends and industry research with our franchisees.
Q: What impact does your CX program have on franchise owners?
WBU: I’ll use a specific example here. When SMG provided a performance analysis last fall, we shared those results at a franchisee staff meeting, emphasizing the impact Value was having on the customer experience. We celebrated the hard work the franchisees were already doing while encouraging teams to engage even more with customers. This had such an impact. One franchise group increased its Value scores by 19-ppts!
Ready to see results like WBU?
It’s never been more important for brands to create value for customers and steer front-line teams toward new ways of improving the customer experience. But this can be a heavy lift. It’s time to ask yourself: To grow our business, exceed customer expectations, and scale up, would we benefit from outsourcing our CX program to an experienced vendor?
Partnering with 20% of National Retail Federation’s top 20 retailers and hundreds of retail brands across the globe, SMG’s unique software with a service (SwaS) approach combines in-app feedback capabilities with professional services to help retailers turn user experience data into real-world improvement strategies.
If you're considering outsourcing your CX program, exploring new methodologies, or need help justifying the value of a CX program, check out this article: 5 elements of a strong CX team—and why outsourcing your program might make sense.
