Dive TeenindusTop: third place for Comarket

The results of a survey conducted in the beginning of August with the help of test customers show that the best customer service in grocery stores is offered by the grocery department of the Stockmann Centre – Stockmann Delikatess.

None of the service aspects assessed – the looks of the store and the customer attendant, the communication with a customer determining his/her needs, the initiating and terminating of a contact – did not get a “very good” mark.

Stockmann Delikatess, the grocery store with the best customer service, was ahead of all its competitors with a final score of 86%.

Almost as good a customer service was encountered in Selver, the second place winner (85%). The third place was reached by Comarket (83%).

Besides the aforementioned grocery stores, the following stores were involved in the survey (in the alphabetical order): A&O, Grossi Toidukaubad, Kaubamaja Toidumaailm, Konsum, Maksimarket, Maxima X (VP Market), Prisma Peremarket, Rimi and Säästumarket.

The test customers acted as regular customers in the stores, making their daily purchases. Upon selecting the grocery goods, they asked the customer attendants questions about packaged salads (ingredients, fat content, etc.). Upon paying for their purchases in at the cash register, they also monitored the behaviour and communication skills of the cashiers.

Predominantly the worst aspect of customer service in grocery stores was the ending of a contact. Communication with the customer was terminated entirely incorrectly in case of nearly a third of the test visits.

Often, nothing was replied even when the customer said “good bye” to the customer attendant by him/herself, or thanked the customer attendant. In case of a number of visits, the customer attendant turned his/her back to the customer and walked away silently, after having answered the customer’s questions. Also, cashiers conducted their operations in several times without saying a word or just naming the sum to be paid. Only one visit ended with a positive wish, when a customer attendant ended the contact with the phrase “If you need anything, come ask again!” and a cashier told the customer “Have a nice day”.

Also, the greeting of the customers upon initiating the contact was a weak aspect of customer service.

Somewhat higher marks were given to the looks of the stores and the customer attendants and to the general behaviour and communication skills.

Methods

Dive Service Quality Development

The Management publishes monthly Dive TeenindusTop surveys, in which a field is chosen for customer service evaluation via mystery shopping. In August, grocery stores were studied. Ten of the largest grocery store chains plus the grocery departments of Tallinna Kaubamaja and Tartu Kaubamaja and the Stockmann Delikatess department were included in the survey.

In August, outlets of twelve grocery stores were tested in different cities – Tallinn, Tartu, Võru, Pärnu, Jõhvi, Rakvere and Kuressaare. Each outlet was visited three times on business days at 12 AM to 5 PM.