Feedback gives customer experience a fresh new look
Customer experiences don’t get much more personal than a haircut. And Regis Corporation, which operates 9,600 salons under concepts such as Supercuts, Regis Salons, MasterCuts, and SmartStyle, gives thousands of haircuts every day. But despite Regis’s success, the 50,000-employee organization didn’t have a way to measure the experience through the customer’s eyes.
When a new CEO and CMO came on board, they decided to make customer experience a top priority. In order to do so, they needed a way to continuously measure customer satisfaction and salon performance. Regis leadership implemented Medallia. With Medallia, guests are sent surveys promptly after their visits, enabling employees to close the loop after each appointment. Surveys are short and simple, thanks to Text Analytics. And employees at every level of the organization have easy access to relevant insights via customized dashboards.
“At the local level, our salons embraced this tool immediately. The speed, quality and ease of the reporting gives our salons the opportunity to celebrate the positives and improve where we have opportunities – as they happen. At the enterprise level, we have real data and insights to improve our brand experience,” says Heather Passe, CMO of Regis Corporation.
After implementing Medallia, Regis quickly saw the impact of sharing positive feedback with stylists, and also used the platform to identify root issues with the customer experience and evaluate the success of experience innovations.
A great example of this is Supercuts’ Hot Towel initiative. In a simple but meaningful gesture, stylists offer customers a relaxing Hot Towel Refresher after their haircut. As this innovation in customer experience was rolled out across its salons, Supercuts used Medallia to make sure that all customers were receiving the Hot Towel Refresher and determine the effect of the initiative on guest satisfaction and retention. Armed with this data, the Guest Experience team was able to work with Operations to remove any kinks and give the green light for a planned national advertising campaign around the initiative.
Today, Regis continues to use Medallia to evaluate the execution and impact of new brand experience initiatives, using the platform as a tool to test hypotheses around innovation.
Source: PRN Newswire, Supercuts Delivers New Ad Campaign Highlighting Enhanced Guest Experience
“At the enterprise level, we have real data and insights to improve our brand experience.”
Heather Passe CMO Regis Corporation
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