Woolworths Group plans to test a new method of gathering customer feedback by sending a notification to customers through the ‘Everyday Rewards’ app. The Head of Group Listening Programs, Paul Bashford, revealed that the trial, which aims to measure in-store experiences, is not yet live but has been in the works for some time. The goal is to address declining email response rates by leveraging the app and making it easier for customers to provide feedback through various touchpoints.
According to Bashford, when customers leave a Woolworths Group store, such as Big W or Woolworths Metro, and have the Everyday app installed, they will receive a short survey via the app. The survey’s design is still being developed, with a focus on keeping it concise and user-friendly. Bashford mentioned the possibility of trying four or five questions instead of a lengthy survey. However, one challenge of the trial is ensuring that users remain active in the app as they exit the store.
The intention is for this trial to complement the existing email surveys, which have seen a decrease in response rates. Woolworths Group has other initiatives in place to collect customer feedback, such as micro surveys in Metro stores to gather structured feedback on product range suitability. Additionally, the company gathers unstructured feedback from sources like Google reviews and its contact center channels, aggregating it all through the Medallia platform, which serves as a centralized hub for customer feedback.
Bashford also mentioned the website survey as another feedback channel, highlighting efforts to improve response rates by rotating between smaller surveys. The aim is to ensure that teams receive the necessary input while creating a seamless and convenient experience for customers.
