The Forzani Group LTD The Forzani Group is Canada’s largest national retailer of sporting goods, with 11,000 corporate and franchise employees, working under six corporate banners and 11 franchise banners from coast to coast.

Challenge

• Canada’s leading sporting goods retailer wanted to increase their connection to their customers at over 150 Sport Chek, Coast Mountain, and Hockey Experts locations, to ensure consistency and quality of in-store and web experiences, to maintain their leadership position, and base corporate innovation in part on the voice of the customer.
• The organization wanted to drive feedback to store management so it could be acted upon in tangible ways.
• The company also wanted to drive positive, consistent staff behaviour through a compensation scheme that would be tied to customer advocacy results, and ultimately the customer experience.

Solution

• Forzani selected ResponseTek:CEM for Retail, combining POS surveys, and online customer and contact center feedback applications.
• Surveys and online experience collection resulted in thousands of inbound feedback sessions from customers, with customer-driven business intelligence on everything from service quality to store layout to product selection.
• Feedback provided performance reporting for individual store locations, as well as roll-up reporting to the district and regional levels

Results

• 4,000-5,000 customer feedback sessions per month from surveys and online CEM activity.
• Increased responsiveness to continuous generation and analysis of inbound customer experience feedback, across all levels of organization.
• Increases in quality of front-line customer service delivery.
• Performance-based compensation has strengthened staff culture at all locations.