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Chanel’s Mastery of Customer Surveys: A Strategic Business Tool

Quality Management

Have you ever wondered how a simple shopping trip could offer profound lessons for your own business? Let me take you through my recent experience at a Chanel counter and the insights that unfolded through customer surveys. It wasn’t just a lesson in luxury shopping; it was a masterclass in customer feedback utilization.

In this article we explore how customer surveys can be a game-changer for your business to help you understand your customers better, improve your team’s performance, and refine your processes.

The Chanel Experience: More Than Just a Purchase

When my partner and I set out to buy a Christmas gift at Chanel, it was meant to be a straightforward errand. We knew what we wanted, and the purchase was swift. We finalized the transaction and the assistant suggested that we look around the department store while she wraps the present.

But what happened next was unexpected.

Chanel sent a survey several days later that made me rethink not just their service, but how I perceive my own business practices and those of others.  This survey, comprehensive in nature, was a tool for Chanel to understand various facets of the customer experience, from the service quality, the knowledge of sales staff, to the store ambiance.  It was an invitation to reflect, not just on their service but also on how they valued my opinion.

Reflecting on Business Through a Chanel Lens

Every survey question made me wonder: “Are we as business leaders doing enough to understand our customers?”

Each question was a nudge to assess business operations from our customers perspective (who need to be at the heart of everything we do). How proactive are team members? Is our business environment as inviting as it could be? Are we fostering customer loyalty effectively?

It dawned on me that like Chanel, all organizations need to harness the power of customer feedback more strategically.

The Role of Customer Surveys in Business Improvement

“Feedback is a Business Lifeline”

Why should a business like yours use customer surveys?

Chanel’s survey is a wake-up call. Ignoring customer feedback could erode your brand’s reputation, just as it would for any luxury brand. It underscored the need for regular, insightful feedback mechanisms in any business – a practice that many people undervalue.

Let’s break down the 9 components of the Chanel survey to see how each question serves a purpose:

  1. Assessing Overall Satisfaction: Questions regarding overall satisfaction with the last purchase experience probe into the customer’s general perception of the brand. Is the overall experience meeting or exceeding customer expectations?
  2. Understanding Satisfaction Reasons: An open-ended inquiry into the reasons for customer satisfaction offers insight into specific aspects that are working well. What specific factors are driving customer satisfaction?
  3. Evaluating Post-Purchase Engagement: Queries about post-purchase interactions, such as receiving samples or future appointment bookings, measure the effectiveness of engagement strategies. Are post-purchase activities enhancing customer relationships?
  4. Measuring Store Ambiance and Service Quality: Questions about the in-store environment and service quality assess if the physical space and staff interactions contribute to a positive shopping experience. Is the store’s ambiance and the quality of service aligning with customer expectations?
  5. Analyzing Beauty Advisor Interactions: Inquiries into the interaction with beauty advisors examine their effectiveness in understanding customer needs, product demonstration, and providing personalized recommendations. How well are beauty advisors connecting with and meeting the needs of customers? How proactive and knowledgeable are they?
  6. Determining Customer Loyalty and Brand Preference: Questions aimed at understanding brand loyalty and preference gauge the success of retaining customers and being their first choice. Are customers consistently choosing Chanel over other beauty brands?
  7. Identifying Motivations for Store Visits: Multiple-choice questions about reasons for visiting the store reveal the effectiveness of various marketing channels and customer engagement strategies. What are the primary drivers leading customers to visit Chanel boutiques?
  8. Evaluating Types of Advisor Services: Inquiry into the types of advisors who served the customer during their last purchase helps assess the diversity and specialization of customer service. Are the specialized services meeting diverse customer needs effectively?
  9. Assessing Beauty Tips and Knowledge Sharing: Questions about receiving beauty tips gauge the level of additional value and expertise provided during customer interactions. Are customers gaining valuable beauty insights during their visits?

Reflecting on Your Business

Now, think about your business. If you were to craft a survey:

  • What Would You Ask? Consider the key aspects of your customer experience. What do you need to know to improve?
  • How Would You Use the Responses? Plan how to act on the feedback. If customers are dissatisfied with a certain aspect, how will you address it?
  • What Improvements Can Be Made? Based on potential feedback, think about areas like staff training, improving processes, store layout, product range, or marketing strategies.

The Impact of Not Listening

The Chanel experience also serves as a cautionary tale. If customer feedback is ignored, it can lead to a decline in brand reputation, decreased sales, and missed goals. How can your business avoid these pitfalls by actively listening to and acting on customer feedback?

Actionable Steps for Your Business: Turn Customer Surveys into a Repeatable Process

In the pursuit of continuous improvement, integrating customer surveys into your business operations can be transformative. This not only involves collecting feedback but also systematically documenting and acting on it using tools like Way We Do. This platform can help you streamline the process, ensuring that the insights gained from surveys are effectively translated into actionable business strategies.

  1. Implement Regular Surveys: Incorporate customer surveys as a standard practice in your business. Utilize Way We Do to document the process, set reminders for regular distribution, and keep track of responses. This approach guarantees a steady flow of feedback for ongoing improvements.
  2. Train and Motivate Your Team: Utilize the insights from surveys to refine team training programs. Document best practices and training modules in Way We Do, making them easily accessible to your staff. Encourage a culture of excellence by recognizing and rewarding team members who consistently deliver outstanding service.
  3. Revise Your Strategies: Use customer feedback to adapt your marketing approaches, store layout, and product range. With Way We Do, you can document these strategies, track their implementation, and evaluate their effectiveness over time. This ensures that your business remains dynamic and responsive to customer needs.

By making customer feedback an integral part of your business process and documenting these practices with Way We Do, you can create a robust framework for continuous improvement and sustainable growth.

Embrace the Philosophy of Continuous Improvement

As the adage goes, “Inspect what you expect.”

Surveys are not just about collecting data; they are about using that data to make meaningful changes. Your business, like Chanel, can leverage customer surveys to continually evolve and excel. By doing so, you ensure that your business not only meets but exceeds customer expectations, paving the way for sustained growth and success.

Have questions?