Boost Juice has turned its popular app into a tool for instantaneous customer feedback, giving the chain, its franchisors and support staff highly granular insights into performance and the customer experience.

The shopping centre staple had been using mystery shoppers to check on retailers, visiting each of the 270 stores once a month and manually reporting on the experience.

As a result, data would only reflect how each store was operating in one brief window, leaving lots of room for guesswork as to how well it weathered peaks and lulls in trade across different times and days throughout the month.

The chain’s in-house development team realised the popularity of the app with Boost’s tech-savvy target demographic could be harnessed as a customer service tool, and so enhanced it with a questionnaire that feeds into the company’s Zendesk implementation.

App users received targeted questions based on the initial star rating of their experience, giving the company extra avenues to explore attitudes and avenues for improvement.

Customers readily took up the offer, with the company now receiving between 2,000 and 3,000 pieces of feedback every day and mostly within minutes of customers visiting the store.

That roughly equates to 50,000 comprehensive reviews per month, up from 270.

The initiative quickly turned into Boost Juice’s strongest marketing communication platforms and customer service tools, helping the company maintain its premium position.

It’s also helped the brand to refine its offerings both in its products and promotions to deliver services and benefits that are more likely to pique the interest of its customers.

Feedback from franchisees and staff members has so far been positive as a result, who can rapidly see what’s working and what needs improvement thanks to the speed of incoming feedback.

And as a nice side-effect, encouraging customers to use the chain’s mobile app has also seen an increase in traffic to its mobile website.

This project has been named a finalist in the Consumer category of the iTnews Benchmark Awards 2018/19.

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