Best Buy: Building Multi-Channel Customer Satisfaction and Loyalty
Theme
Many retailers measure customer satisfaction based solely on the point of sale, but satisfaction and loyalty are often strongly cemented – and potentially damaged – by other stages of the customer experience. A multi-channel retailer that truly understands the value of customer relationships treats the total customer experience as a portfolio of touch points. By measuring satisfaction across the entire customer life cycle, Best Buy discovers the impact of each touch point and how best to capitalize on opportunities to strengthen customer relationships for long-term profitability.
The Challenge
Creating a Seamless Customer Experience.
When Best Buy started out over 40 years ago, there were only two stores; today there are more than 1,300. The
emergence of multi-channel experiences for a single retailer has posed many challenges over the years, particularly
for a company driven by innovation and growth. As the world’s largest provider of consumer electronics, Best Buy strives to provide the support customers need with the purchase of cutting-edge technology. By identifying unmet customer needs and finding the best ways to meet them, Best Buy has evolved into multiple new service channels, products and touch points, including the call center, Geek Squad, BestBuy.com, and Best Buy Mobile.
Regardless of the nature of their interaction with Best Buy, customers do not differentiate – they see one brand.
Every touch point is “Best Buy” whether it is a third party delivering a refrigerator, or a person in Texas answering
a 1-888-Best Buy call.
According to Best Buy’s Julie Beth McFall, Director of Best Buy’s Consumer Tracking and Analytics, “Building
strong customer relationships has always been a priority for Best Buy, but we needed a scientific way to
understand what drives customer behavior, to predict which improvements will ensure long-term customer
loyalty, and to measure our progress.”
For Best Buy, the challenge was to create a seamless multi-channel experience and understand exactly how each
interaction impacts customer satisfaction and loyalty. They needed a scientific means to measure the value of each
element of the customer experience and gain deeper insights into purchase behavior. Best Buy also wanted a
reliable way to determine the effectiveness of their efforts. Best Buy turned to CFI Group and the methodology
of the American Customer Satisfaction Index (ACSI) to measure customer satisfaction across every point of
customer interaction.
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