Customer Centricty
Expert analysis
DIY analysis
DIY analysis

We let you reach higher than software-led solutions

In our experience a tech-focused supplier will only get you so far in terms of improvement – many brands complaining they soon begin to discover progress has hit a ceiling. This usually results in a loss of faith in the customer experience programme and, eventually, a decision to find a new supplier. If you’re at that point or simply want to put a brilliant programme in place, ABA can help. Our partnership approach, 21-years’ experience in the retail sector and deep understanding of customer needs ensure we deliver outstanding ROI. ABA’s long history of running such programmes for a wide array of big-name clients is testament to our expertise in raising customers’ satisfaction and increasing the likelihood that they’ll return to buy more!

UNLIMITED responses as actions taken on small samples will be like the blind leading the blind

One of the first things we do when setting up a customer satisfaction programme or rebuilding trust in an existing one is to find ways to get robust samples for every touchpoint at which performance and growth levers need to be analysed. For retailers with a branch network the biggest challenge is usually getting sufficient numbers at an individual store level. Without this, however, we may as well send ‘made-up’ results to them as the data will be so statistically unreliable that actions will never have the right impact. To put this in context, if the sample size is 50 and a score of 50% is achieved, the ‘real’ score could fall anywhere between 36 and 64%! This statistical fact explains why we’ve developed several proven means of driving up samples sizes – and don't operate a cost-per-complete model.. In our experience insufficient samples are the principal reason why most customer experience programmes fail – effectively meaning that the blind are leading the blind.

Text analytics quantifying the 'how to improve' 

Intuitively, we all know that ‘why did you give that score?’ and ‘what could we do to improve?’ are the most important questions on a customer experience survey, and that if we just had 100 comments to read we’d feel well informed and know which actions we should take. However, many programmes can generate hundreds of thousands of verbatim comments, which makes assimilating them all impossible for humans. Thankfully, with the use of text analytics, computers can now do this for us – and with astounding accuracy in terms of how comments are coded according to the emotion/sentiment behind them. This technology allows you to transform that sea of verbatim evidence into themes, with a ‘count’ attached to each – establishing a scale of importance across the reasons why consumers like/dislike you and putting hard numbers to the appeal of ideas for future changes. Of course, none of the richness is lost – one click and you can get to the individual comments and detailed ‘nuggets’ that often inspire the best action plans.

Intuitive dashboards putting you in control

Today we have an almost infinite amount of information at our fingertips. The hard thing is getting access to it and making sure we never lose focus on the aspects most important to your business. Our dashboards are built with this in mind – clearly showing the key performance indicators and monitoring progress on these over time. They require NO training to use. Every element is controlled either by clicking through to get a further level of detail or using pull-down menus. Simple ‘right click’ functionality means you can download elements into excel or Powerpoint , and there’s the capacity to turn the whole screen into a pdf report to share with others. Naturally, everything is designed to look in keeping with your brand so that it feels an integrated part of your business intelligence.

ABA - the personal trainer that strengthens your programme

Our goal on all our customer experience programmes is to help brands grow NPS. We help you discover where the biggest growth opportunities exist, write reports that inspire senior stakeholders to take action and facilitate ‘customer board’ workshops to ensure actions are allocated to appropriate team members – who are then held accountable for driving change.