Market-Leading Customer Engagement
Gallup's focus when developing this programme was to understand the drivers of sustainable, profitable loyalty. Gallup has worked with luxury organisations across the globe to increase spend and loyalty in luxury, premium retail, five star hospitality, wealth management and other highly competitive environments. Gallup's programme combines behavioural economics with advanced analytics to create a scalable platform upon which to improve business performance.
Gallup creates a strong scientific foundation when designing a customer experience programme. Although the end result is simple and easy to understand, the science provides the essential credibility needed to obtain buy-in from every level of an organisation. The phased approach is a tried and tested, empirically derived model to guide Burberry in developing a world-class customer sales and service experience.
The first phase includes an assessment that will provide a critical diagnostic of the current state. The findings of the assessment, the baseline and the modelling, will provide proprietary data for Burberry to compare to appropriate mystery shop, social media and other external data sources. With these key inputs, Gallup will refine a strong, scientifically based customer engagement management programme blueprint to achieve the ambitious sales and service targets. The blueprint will include people management, communications, systems and processes and ensure all are aligned to putting the customer first.
Ongoing data collection and analysis for all stores and markets across the globe will enable real-time tracking on how Burberry is progressing toward its targets. More critically still, Gallup's expert analysis of the data will provide clear recommendations to Burberry on how to improve the metrics overall, by market and by store.
Gallup will identify and leverage best practices, establishing metrics that support the right behaviours and creating a roadmap to embed these behaviours within every level of Burberry. The end result will enable Burberry to continue to differentiate itself from other premium luxury and potentially competing brands.
The customer engagement journey is built on a base of understanding the key elements that are likely to drive long term success for a programme of this nature.
Key Success Factors
Most critical in the customer engagement journey is the active involvement of the store populations, who bring to life the Burberry brand through the customer experience they deliver with each customer interaction.
Gallup will guide Burberry, the store training teams and extended network with training and support to meet customer experience goals and aspirations. Gallup will draw on extensive experience working with multi-location, multi-national retail partners to ensure deployment of Burberry's customer experience strategy.
The keys to successful strategy execution within a single brand, multi-site retail network are:
- Simple, focused training and a communication model that is easily scalable across a global network, one that meets the unique needs of a variety of user groups.
- Proven tools and resources that help stores understand exactly "what to do" and "how to do it" to achieve their customer experience goals while integrating seamlessly in their day-to-day work environment.
- Support strategies that address the variety of store performance levels and unique region-specific operational and customer demands.
Gallup will execute this through a three-tier approach that includes introductory training, ongoing performance support and intensive impact accelerators designed to optimise priority areas of need. Gallup will inform this execution strategy through ongoing research and analysis, in order to design an effective global engagement management strategy that reflects the specific needs of particular markets.
Global Support and Governance
The programme will be led and managed by a core UK-based Gallup team working closely with Burberry Headquarters. The development of the programme will include input from Burberry stakeholders and champions across the globe. A team of Gallup market executives will support the deployment of the programme. Local and regional market champions across the globe will provide continuous research and operational support. Other leaders in Gallup's Customer, Brand Loyalty and Predictive Analytics teams will also address their specific areas of expertise when required throughout the programme.
Sample Management
Gallup will work closely with Burberry to ensure there is an overall architecture for the sample management to allow for global analysis, whilst respecting the need for store and regional- and/or country-level analysis and reporting on a decentralized level.
Sample management -- the source information regarding customers, their transaction activity (time, location, purchases, plus any other identifying features) - is an important element of the overall research design. Gallup frequently works with organisations that include multiple sample sources in their projects, and recognises the importance of partnering with local market champions to ensure as many customers as possible are invited to participate and respond to surveys.
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