CustomerVizion Analysis

CustomerVizion Analysis is focused on the performance of the retailer’s specific customer base. It is an extremely detailed and valuable process of visualizing key characteristics of a retailers existing customers along with potential new prospects in a way that identifies problems along with opportunities to improve acquisition, retention and growth.  Xmente’s processes are confidentially applied using the retailer’s point of sale data base delivering crystal clear, fact based insight. Each analysis delivers unique results based on individual retailer’s data and specific situation. Deliverables will vary so here are but a few examples :

  1. Analyze and geo-map brand new, active, and lost customers by specific address. Retailers learn how their retention rates impact growth and where to focus their attention to improve.
  2. Geo-map active customers against a 20 minute drive time and prospect map. Retailers learn where the majority of their active customers live (retail trade area) and can visualize geographical sales targets, locational issues and size of opportunities.
  3. Competition mapping and identification of logistical growth opportunities and combat zones. Retailers learn where to best spend their advertising budget, identify geographic opportunities for growth and defend their current business as well.
  4. At risk and lost customers are identified and mapped. Dealers learn if there are logistical barriers that impact their growth or if they should dive deeper into understanding lost customers (see Xmente Lost Customer Survey).
  5. Measure the change in loyal customers to assess ability to keep customers long term and pick up trends that may require attention.
  6. Advertising effectiveness analysis determines the percentage of pool owners that actually receive dealers advertising messages. Dealers learn how to improve advertising effectiveness.

The bottom line for retailers is this:  customers are communicating with them through their POS data, so customer retention involves learning how to listen and generate a relevant response. It is their data, we help them use it!

Base Price: $5,000

Lost Customer Survey and Win Back Recommendations

Based on Xmente research, an average of forty three percent of consumers in any year will not purchase from pool retailers in the following year. They will have defected. The result is that pool companies in our database collectively lose 16,000 customers every year with average annual purchases of $253 each. And more importantly, the vast majority of retailers do not know why these customers left. Whoa! How can they take effective action if they don’t know why these consumers defected?

The problem is that most retail owners and managers either assume they know why customers leave or else they just ignore defection altogether. Although our study participants all said they responded to complaints, none had an organized complaint tracking system. But even if they did, it would not be sufficient. What companies fail to appreciate is that very few unhappy consumers actually complain -- as few as 5%. The good news is that over 85% of our survey respondents indicated if their complaint was addressed they would give the pool retailer another chance!

This Xmente product reduces defection and helps win back valuable lost customers by following a three-step process:

  • Analyze point-of-sale data to identify the most desirable lost customers as well as those “at risk”.
  • Implement Xmente Customer Win Back survey to uncover the reasons for defection.
  • Use the knowledge to improve a retailers business by developing “save” efforts for at-risk customers and creating reactivation promotions to win back desirable lost customers.

List Price: Varies

Online Training – Getting the Fundamentals Right for Everyone

We listened to the top business issues of leading dealers - people with the same needs as you. We heard that training staff is a pain because new people don't quickly understand pools. Yet, the #1 reason consumers shop at a specialty retailer is knowledgeable staff. As well, the #1 reason for customer dissatisfaction is bad advice. Yet our research confirms that new staff is under trained. When under-educated staff look at a customer like a deer in headlights, customer loyalty is at risk. Brain based learning techniques incorporated into our online training product improves staff knowledge and customer satisfaction in just one day.

For more information click here

Xmente Consulting

Xmente performs specialized consulting on a selective basis where there is a mutual view of our ability to add value. Engagements in the past have included:

  1. New store location evaluation
  2. Sales performance by product and location targeting growth opportunity
  3. Support selling a pool retail business
  4. Support purchasing a pool retail business
  5. Improve ability to compete with Leslie’s and other independent retailers
  6. Analyze marketing campaign effectiveness: reach and results
  7. Welcome and onboarding campaigns
  8. Pool builder prospect direct mail campaigns
  9. Replacement liner and cover direct mail campaign
  10. Spas, outdoor living products