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Overview:

Mitre 10

Mitre 10 is one of Australia’s leading hardware chains. Founded in 1959, the company have been providing exceptional customer experience as a foundation of its brand identity, providing the same intimate service you can expect from a local neighbourhood store despite having a network of more than 350 locations.

Sunlite Mitre 10, a small chain within the organisation, has always identified customer experience as a priority and a defining attribute of the hardware chain.  Placing a premium on their in-store experience, the Managing Director of Sunlite Mitre 10, Steven Czeiger’s unique, forward-thinking perspective on CX and business hierarchy has put Mitre 10 up there with some of the more progressive retailers in Australia.

“Traditionally within companies, you see hierarchy where MDs and executives are at the top and at the bottom you may see salespeople - At Mitre 10 we see it the other way around. Our customer-facing team members are the most important part of our experience - the most valuable asset,” said Steven Czeiger.

The priority:

Building upon the foundations of great CX culture

Despite an already strong foundation in customer-centricity, Sunlite Mitre 10 is constantly seeking ways to better understand their customers, and better serve them. The increasing commoditisation of retail products and the emergence of online retail has caused customer experience to become vitally important in establishing and sustaining a competitive advantage.   

In 2017, the chain sought a mechanism to integrate their customer voice into day-to-day operations, and empower their frontline staff to deliver exceptional customer experiences and live out a customer-centric mindset.

Today the customer has many options. They can go online; they can go anywhere they want; they have power. We are at a time when it’s not just about opening up a store and having the entitlement that the customer will come and buy from me. For me to expect and want a customer to shop and stay with me I have to create an environment that is sticky; an environment that they have to want to visit and feel comfortable and connected to - making them want to return.


- Steven Czeiger, Managing Director, Sunlite Mitre 10

The solution:

VOC and empowering employees

Sunlite Mitre 10 implemented RateIt to bring the voice of the customer into their regular operating rhythms.  

The real-time RateIt platform ensured that customer experience feedback was collected during the thousands of interactions that happened every day.  

“At every single counter we have RateIt devices where we collect data and receive useful information based on how customers are feeling and transacting with us. We don’t need to rely on low volume surveys or polls, we get real-time feedback across thousands of interactions every day,” said Steven Czeiger.

The organisation went a step further than just listening to their customers, and embedded a customer first mindset into their core business processes. Feedback and staff specific reviews were a focus for ‘hero-ing’ staff members, and customer feedback became a core part of employee training and development:

“Our team are very aware of RateIt, to the point where we use RateIt as a feedback mechanism internally and they know that their service is being rated. It’s something that’s openly discussed and we aim to ensure that the majority of our customers are having a great experience and our fans,” said Steven Czeiger.

The results:

Customer-first employee appraisal methodologies 

Using RateIt, Sunlite Mitre 10 have a way to capture feedback in-the-moment and in real time, helping the organisation empower their staff on the front line.

“We celebrate wins and feedback, so the positive comments we get through RateIt and other feedback mechanisms we applaud and share. We reward our team with gift vouchers, and promote people who have fantastic attitudes... a key KPI within our company is RateIt results,” said Steven Czeiger.

The organisation have continued to invest in CX with a “store acceleration program” aiming to fast-track store development through a customer first methodology. Steven explained that the program involves owners “investing in experience - new fixtures, signage, lighting, training, development, and more.” Early rollouts of the program have seen following months' sales uplifted by 22%.

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