Coles operates 807 supermarkets throughout Australia, over 100,000 employees and accounts for around 27 per cent of the Australian market.
As one of Australia’s best known retail brands, Coles recognises that the right customer value propositions, supported by exceptional engagement approaches and experiences, offer the opportunity for increased advocacy, shopper selection, improved profitability and competitive differentiation. A Voice of Customer (VoC) Program that captures and leverages the right insights is a critical enabler of this, and as such, Coles identified a need to assess and optimise the current VoC Program to ensure it delivered maximum value.
Strativity reviewed VoC program design documentation, reporting and dashboards; gave consideration to deployment methods, data capture and analysis and platform/technology capabilities; and assessed management needs and current program usage, alignment points and impacts. A formal assessment against Strativity’s Best Practice VoC Design Principles and Guidance Models provided an input into recommendation development prioritisation, sequencing and action planning.
The VoC review underpinned a capital expenditure request (for increased system functionality and capability) aimed at boosting the VoC programs contribution to competitive advantage.