In your webinar on May 15, you will use a use case to show how it is possible to combine customer and mystery feedback. How did you come up with this idea in the first place?

Torsten Bischoffstrate (SKOPOS NEXT): The idea of combining subjective customer feedback and more objective process feedback is not new. It has always made a lot of sense to explain the results of one method or the other and to draw meaningful conclusions from them. What does the client want? How well do we already implement this at the touchpoint with the customer? When I have the answers to both questions, I am clearer about what to do next. 

What is new or different is that more and more of our clients also see it this way and demand it. The implementation is quite simple. You just have to have a company like SKOPOS at your side that is broadly positioned and can combine methodological expertise in different areas. Fressnapf is very open and innovative and as we got the equally open and innovative colleagues from Qualtrics on board the matter was clear: we simply use their platform to create the "combined benefit" for the client of two methods and one platform, so that Fressnapf would get reliable and easy-to-implement recommendations for action.

What specific challenges did you face in implementing integrated Qualtrics reporting? 

Paul Crämer (Qualtrics): The combination of insights from omni-channel customer experience programs and quantitative as well as qualitative market research projects, in our example mystery shopping, is unique to our solution. In terms of market research projects, this means that all project steps are carried out in Qualtrics. Starting with the study design, creating questionnaires or other forms of research methods (e.g. remote IDIs), to fieldwork and reporting. You don't need any programming skills for this, because in Qualtrics you can set up everything from survey to reporting and dashboards per point&click. This reduces costs and shortens project timelines. A far more relevant advantage is the connection of different insight sources which creates a holistic view across all your consumer insight data.  

One example: In your CX program, you notice that the customer satisfaction is lower in your shops compared to other touchpoints along the customer journey. You also realize that in-store satisfaction is a big driver of overall satisfaction. To further understand the reasons for in-store dissatisfaction, you conduct a mystery shopping project. Now Qualtrics offers you the advantage of visualizing the results from the CX program and the mystery shopping project in the same dashboard, analyzing the data sets in depth via dynamic filters and running statistical analysis and tests. Identifying drivers quickly and deriving optimizations in order to act directly is more important than ever for companies today. Qualtrics offers you the opportunity to do that. You create an insight hub that includes not only the CX program with all feedback sources but also the entire market research activities.

How did the collaboration with Fressnapf and also Qualtrics come about?

Maximilian Wittmar (Fressnapf): Our goal at Fressnapf has always been to put the customer at the center of our decisions as much as possible. Therefore, we enrich the entire customer journey with transactional customer feedback and optimize it with the help of the insights gained. In the course of this, we rely on the support of SKOPOS CONNECT and Qualtrics, because in this way we can establish a standardized measurement system at various touchpoints and evaluate it in an integrated view.

Sign up for the webinar (12 May, 12:00 hrs., in German)

Which value does Fressnapf see in the connection of the insights?

Maximilian Wittmar (Fressnapf): For us, linking insights from different sources is an elementary component of any analysis, because only in this way can we obtain a holistic picture of the potentials that arise. The example of Mystery & CX clearly shows this, because here we ensure on the one hand the extent to which our processes are adhered to in the markets and on the other hand whether the processes themselves may need optimization.

How long did the project last? Is the project running continuously?

Anna Kaiser (SKOPOS CONNECT): We manage two projects for Fressnapf: Online Shop and POS. Both are designed to collect continuous feedback. The mood of the customers as well as the processes are tracked over longer periods of time in order to make changes visible, to derive measures and also to check them. However, the topic of change in particular is not one that is only concerned with working with the results themselves. It is also about the constant optimization of the instrument. That means questioning whether you are on the right touchpoints, asking the right questions or whether you are providing everyone in the company with insights that they can easily integrate into their daily work. In summary, both mystery research and CX projects are not ones that have a fixed start and end time. Rather, the focus shifts from set-up or technology to optimization and working with the results. And especially when combining both methods, it is important to stay in constant exchange so that both can benefit from each other. 

Who can't miss your webinar?

Anna Kaiser (SKOPOS CONNECT): If you are a CX program manager, customer journey expert or internal market researcher, or you are generally involved in the topic of customer centricity, then you definitely should not miss this webinar.

Sign up for the webinar (12 May, 12:00 hrs., in German)

– published in German on marktforschung.de –