Case study
Consumer and Service Experience Plus Integrity Check
Vision Express is part of the world’s leading optical retail chains. At Vision Express we believe in offering not just eye wear but also eye care. The objective of this activity was to analyse customer service and overall experience and check for any integrity breach.
Every customer checkpoint is trained and audited monthly to improve overall customer service index.
Step through how the project ran, from brief to result.
What the brand wanted to know
Vision Express is the third largest optical retailer in the UK and part of Grand Vision, the global optical retailer, operating across 44 countries and spanning 6,100 stores and online. Grand Vision is committed to delivering superior, high quality and affordable eye care to more and more people around the world. The objective of this activity was to check the selling skills and performance of the Vision Express outlets. The staff was being audited on the lines of their selling skills and product knowledge. The motive was to understand whether the staff is compatible enough to understand all customer queries and stand by the brand reputation.
How FloorWalk ran the audits
What was checked
The approach adopted to successfully deliver the scope of work was as under: Store upkeep, customer engagement and need analysis, eye test, frame and lens selection, product display along with the overall store management. All the major norms set by the brand were checked during the audit process.
The challenges we faced were: All the 7 steps of eye test are not performed at most of the outlets. If there are purchase audits, delivery of the product is delayed at some outlets.
What changed on the ground
In certain stores the staff energy level and selling skills were a major problem and to address that the staff was given formal training on the outcomes of mystery audit reports. Drastic change was seen, up selling and cross selling skills were increased. Staff themselves started pitching for free eye test and started explaining buy one get one free offer. The stores were audited on a monthly basis on weekends to understand approach on peak hours. Both purchase and non-purchase audits were conducted.
What the Vision Express team could do with FloorWalk's platform and reports.
Through FloorWalk’s platform, the client could effectively track which branches have not followed process compliances, the branches that had integrity issues and the branches which had customer service issues.
Reports are segregated according to the cities, states & regions. They can further be drilled down to area wise reporting to reward area / city managers. The reports were also used to decide incentives for further members of the hierarchy.
All the reports are attached with audio / video proofs to further present a concrete plan on the compliance checks. These proofs were further used to incentivise / let off staff and management.
Mystery shopping being a continuous activity for any brand, the clients are given a chance to track audits real time and see which stores are auditing at what time & dates to further keep an eye on the store.
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How other brands used FloorWalk audits to change what happens on the ground.
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