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Initiatives to Improve Customer Satisfaction
“Online Questionnaries” and “Mystery Shopper Services”
One of the characteristics of department stores is the provision of comprehensive services including customer services. In order to meet customers’ demands for services beyond their expectations, we conduct activities to know customers better.
The Management Planning Unit of the Head Office of Daimaru Matsuzakaya Department Stores asks Daimaru Matsuzakaya email members to answer online questionnaires as monitors once a year and the results are used to analyze customer opinions and complaints concerning each store.
From these online monitor surveys we can find out each age group’s evaluation of the atmosphere, product selection and events at each store and the selection of products consumers expect department stores to offer, including seasonal items. The results of these surveys help us develop the ideal merchandise mix and retail space that consumers expect from department stores.
The Sales Planning Unit of the Head Office of Daimaru Matsuzakaya Department Stores also conducts mystery shopper surveys concerning personal services such as customer services and functional services regularly once a year at 13 Daimaru and Matsuzakaya department stores (nine flagship stores and four branches) and Hakata Daimaru Fukuoka Tenjin store and mystery shoppers survey and measure the service levels of sales space and facilities (information desks, cloakrooms, etc.) from the customers’ perspective.
The survey results of service levels of each item are quantified as indicators such as the degree of attainment and the degree of satisfaction. Such information is shared at relevant divisions to know the current levels and identify a target for improvement and used for future specific initiatives and further improvement.
