Report: Locating A Store On The Phone Is Not Always Easy

We just published a new Temkin Group report, Locating A Store On The Phone Is Not Always Easy.

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.

Download report for $195

Here’s one of the figures that shows the overall results:

Download report for $195

The bottom line: What’s it like when your customers call you?

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

2 thoughts on “Report: Locating A Store On The Phone Is Not Always Easy”

  1. It took me fifteen minutes to find a physical address for your business and that included scouring your site, using phone reverse lookup on Google which resulted in an old press release that contained an address with no city/state, and then taking that information and Googling further to figure out you were located in MA.

    I stumbled on your website for a research paper on service innovation and was very excited and then not-so-excited when I couldn’t find out where you are located. Hopefully, this is something that can be easily fixed on both your blog and website contact pages.


    1. Hi Belinda: Hopefully we’ve made our email address and contact forms easily accessible. Since we don’t have any “retail” presence, there hasn’t been a need to provide pur physical address; it only seems to attract sales pitches and junk mail. Since you are interested, we are in the Boston area. Let me know how we can help ( and I’ll be happy to give you our address…

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