Since launching nearly a century ago, retailer Canadian Tire has become one of Canada’s most recognized and trusted brands with almost 1,700 retail and gasoline locations coast-to-coast, as well as a set of robust online retail channels. The company’s main retail categories include automotive, hardware/repair housewares, and sporting goods, thus expanding far beyond the early roots of its namesake.
We sat down with CX professional and Canadian Tire Associate VP of Digital Content Ryan Trotman to discuss how his organization is utilizing Voice of Customer (VOC) data paired with ForeSee Replay to dramatically improve the digital customer experience.
[And to hear more about how Canadian Tire is a best-in-class VOC Leader, watch our interview with Ryan via the video below.]
Why is it important for Canadian Tire to measure customer experience?
We are obsessed with our customers. We try to give them the best experience across all of our digital platforms and in our stores. ForeSee gives us a great suite of quantitative and qualitative tools to [accomplish] that — measuring the voice of our customers to understand how to improve.
You wouldn’t run any part of your business — such finance, supply chain, or sales — without reliable data to support business decisions. Why is it important to measure customer experience with this type of certainty?
We don’t want to rely on anecdotal information about our customers. We want true quantifiable data we gather [about the customer experience] as well as the ability to read qualitative comments from our consumers. We also want to keep a score of how we’re doing against certain elements of our properties, and be able to accurately choose the best path to solve some of the problems that our customers are facing.
Can you share a story about how measuring customer experience has helped the company further its business strategy?
Sure. One good example Canadian Tire has had with measurement of our customer experience is being able to utilize ForeSee Replay to track what customers are doing on our site. Prior to that, we relied on quantifiable metrics. With Replay, we were able to see the problems customers were talking about and what was affecting our score the most.
That allowed us to pinpoint the exact solutions needed, and dramatically start to improve our scores. It also let us respond to customers [much faster] to make decisions that will really improve our products. We’ve seen some huge gains since applying and matching session replay with both our survey tools and site tracking data.
Why did Canadian Tire chose ForeSee?
ForeSee has such a great suite of tools for tracking quantifiable and qualitative data. We really love the open-ended comments from surveys. We’re able to use the qualitative data from those to match up with our scores, and session replay to see it in action.