Report: Locating A Store On The Phone Is Not Always Easy
February 22, 2011 2 Comments
The report examines the experience of using phone self-service applications to find a nearby store or branch.
Here’s the executive summary:
When traveling in an unfamiliar area, calling a store’s toll-free number can be a convenient way to locate the closest branch or store location. How user-friendly are these phone-based store locators? We used Temkin Group’s SLICE-B methodology to evaluate the experiences at five large banks (Bank of America, Chase, Citibank, USBank, and Wells Fargo) and five large retailers (Home Depot, Kroger, Target, Walgreens, and Walmart). Target was the only store to receive an “Excellent” overall rating, with 23 out of a possible 24 points. Citibank and Walgreens, on the other hand, scored in the “Poor” range. Stores lost points for offering voice-activated search without touch-tone support and for accepting only one criteria to search by, usually a zip code.
Here’s one of the figures that shows the overall results:
The bottom line: What’s it like when your customers call you?