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The Power of Customer FeedbackHow Rebel Transformed their Business with Resonate Solutions

IntroductionRebel opened their first store in Sydney’s west in 1985, and since then, Rebel has become the leading retailer of sporting and leisure goods in Australia with an extensive network of over 90 stores.

Long before most retailers were focusing on customer experience, Rebel’s Executive team believed in the importance of customer centricity and launched a Resonate customer feedback program. Since then, all Super Retail Group brands have also launched Resonate programs and firmly positioned customer experience at the centre of their business strategy. This visionary leadership from the Executive team has been fundamental to the success of their programs and set them apart from their competitors.

The Rebel customer experience program has delivered valuable insights, helped them to make customer-focused business decisions and become Australia’s leading sporting and leisure goods retailer.

Vital Stats

CASE STUDY: REBEL

90+ Stores Leading retailer, sports and leisure

The ObjectiveIn 2011, Rebel’s Executive team made a decision to focus on delivering outstanding customer experiences and it was entrenched into their core values.

The mission for this project was to gain insights based on the voice of the customer and drive strategy in order to deliver excellent customer experiences. This meant that Rebel needed a partner to design and implement a program that would enable them to provide excellent customer experiences and create advocates.

Rebel selected the Resonate closed loop feedback system to take advantage of their highly customised solution, efficient implementation and strong product development roadmap.

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2. Closing the LoopThe Rebel program was designed to ensure that store managers could close the loop with customers. This involved both positive and negative feedback about the experience of their store. This helped Store Managers to get closer to their customers, resolve issues and avoid negative word of mouth.

Rebel understood that is it very important to empower the store managers to make local decisions that positively affect customers at their store based on the feedback provided by their customers.

3. Crowd-sourcing new ideasCrowd-sourcing was another innovative method for Rebel to drive customer centricity. By utilising the Resonance Discovery Survey technology, Rebel was able to challenge their customers to think of new ideas that would positively impact their experience in store. Resonate assisted Rebel to co-create and prioritise ideas with customers, and then determine the most important business ideas based on the popularity and importance.

Driving ImprovementIn addition to their technical solution, Resonate also provided a strategic framework for change called the “Listen, Act, Discover & Improve” methodology. This enabled Rebel to capture feedback and make call backs to customers in real time, while also understanding the trending subjects and key business drivers that really matter to the customer experience

Here are 3 examples of how Rebel has transformed their business as a results of customer feedback.

1. Leveraging the Loyalty Program Rebel understood that it is important to capture feedback after each transaction and cross reference that with the customer data (demographics, customer value, product preferences, store location etc). The loyalty program allowed Rebel to link transactions to customers; and use the Resonate platform to perform research to gain a complete picture of the customer experience.

This allowed Rebel to understand some key facts including:

Popularity

Imp

ort

ance

The recency, frequency and value of the customer.

Whether the customer is a brand Promoter or

brand Detractor.

How these behaviours and attitudes vary across the

departments and regions, and over time.

The price, range and service perceptions of

the customer.

What the Critical Factors are for Promoters,

Neutrals and Detractors.

How improvements in perceptions about price, range and service could

create new advocates and increase customer value.

LISTEN

ACT

DISCOVER

IMPROVE

Customerprovides

feedback.Technology

automatically alerts manager iffollow-up action

is needed.

Manager takes appropriate

follow-up action.

Root causes ofcustomer problems identified.

Company makes changes to fix

the root causes of the problem.

Bric

k & Mortar Store

Website

Tablet / Mobile

Call Centre

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Catalyst for ChangeRebel implemented the test-and-learn approach to business transformation. This involved setting very specific business objectives to a cross-functional team in order to address issues within the customer experience. The team were able to calculate the ROI of the test initiative before investing in a full roll out. This allowed Rebel to effectively operationalise the changes needed within the organisation.

ResultsRebel have been very effective at utilising customer-driven insights to inform strategic decisions.They have seen a multitude of positive results through their commitment to their customers from the head office to the shop floor. Some of these include a highly engaged customer base, strong growth in NPS, a more empowered work-force and store managers who can make informed decisions in the best interest of their customers.

Rebel have remained true to their values of customer centricity. They have implemented business transformation initiatives across staff training programs, loyalty marketing and merchandising to ensure that they are keeping up with and exceeding their customer’s expectations.

They have also continued to expand their NPS program into new customer channels and cross reference the customer feedback with employee feedback.

The Sports division of Super Retail Group have been using Resonate as its partner in gathering insights into customer needs & behaviours for over 5 years.

The closed loop survey solution provided by Resonate has allowed the Sports division to prioritise on what really matters to the customer and how overall customer engagement can be improved.

With a fully integrated customer survey / reporting portal we have been able to deploy a test & learn approach to visual merchandise, ranging and overall service initiatives and truly understand the customer impacts of each.

Resonate has been instrumental in assisting the Sports division as it develops further into a true customer centric organisation and we look forward to the future of this ongoing partnership.”

Wayne TozerExecutive General Manager RetailSports Division Super Retail Group

“

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Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

Resonate Solutions

w resonatesolutions.com.aue info@resonatesolutions.com.au

t +61 (02) 9957 9400

Through technology, our solutions help organisations to break down siloes and barriers in order to deliver exceptional customer experiences.

Resonate Solutions is experienced in end-to-end solutions management for customer experience and voice of customer programs.

Experienced in Customer Experience Management Programs

End-To-End Solutions Management

Experienced in rolling out and

managing customer experience

programs to leading global and

local brands.

Continual Growth And Innovation

The customer advocacy landscape

is always evolving, and we are too.

Our team is constantly adding

leading edge functionality, growing

with you and enabling you to better

understand your customers.

On-Going Support

Our experienced team will work with

you throughout the life of the project

to manage and support you.

Deep Customer Advocacy Experience

As Globally Accredited NPS

consultants, we pride ourselves in

delivering expert advice and sharing

our experience with your business.

Australian Based

We partner with businesses

to deliver innovative customer

experience management both

locally and internationally.

Fast And Agile

We will partner with you and work

with you to deliver results fast, and

in an agile manner.