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Mitre 10 asks customers to add their 10 cents worth

Mitre 10

Tuesday 8th January 2013 13 Comments

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Changes in service and product lines are being driven nationwide at Mitre 10 following the in-house development of a unique customer feedback solution.
Mitre 10 and Mitre 10 MEGA customers are now able to provide specific feedback on their experience in store, the service and the range of products following every purchase. Checkout operators, docket messaging and in-store signage direct customers to a specific webpage where customers can rate their experience. A unique transaction code found on the docket opens the survey to individual customers.

Since the launch of the ‘My 10 cents worth’ programme in late September customers have responded at an average rate of around 1,000 per week.

Mitre 10 General Manager Marketing Dave Elliott said the programme is a unique customer satisfaction tool aimed at overcoming natural Kiwi reticence.

“New Zealanders are a little unusual in their attitude to service as they tend not to complain – they just don’t come back.

“My 10 cents worth overcomes that reticence by encouraging our customers to go on-line and tell us about their good or bad experiences, the product range and other aspects of their in-store experience that may like or want improved.

“It’s a unique tool and is providing us with invaluable feedback at individual store level as well as nationally.”

Mr Elliott said the question in the survey about product lines was helping to fill gaps in product offerings while others questions allowed obvious issues to be  quickly identified and remedied.

“In one store there was a noticeable thread of complaints about checkout waiting times and when we drilled down into the feedback the issue was narrowed to weekends only. Now more staff are being rostered for weekends at the store and the complaints have dropped.”

Mr Elliott said another benefit had been the availability of good information to individual store owners within the co-operative.

“One store has taken the initiative of  calling customers to discuss and fix poor in-store experiences and another is displaying customer comments in the staff room to remind and encourage staff to focus on service.

“Customer service including our price promise, being a trusted business and DIY in our DNA are the planks that underpin our business so having this detailed level of customer feedback is a critically important tool for us in meeting customer expectations.”

A weekly percentage score and individual comments on stores are provided across Mitre 10’s national store network with stores able to monitor how they compare to the national average.

“We are highly pleased with the level of feedback we’re receiving which is overwhelmingly positive and the information is so good we can tailor responses to individual stores. That’s a powerful tool for us as, despite already being New Zealand’s largest home improvement and gardening supplies retailer, we need to keep improving to maintain our status as one of New Zealand’s most trusted brands.”

“We’re always looking for best practice and know that it is our customers that can tell us what this is. The more our customers talk to us and the more we listen the better we can make our service.”






Media Inquiries to:

Dave Elliott

Mitre 10 General Manager Marketing

027 511 6684

  General Finance Advertising    

Comments from our readers

On 22 January 2013 at 4:25 pm Jean Aitchison said:
We have always found that Mitre 10 staff always give a very friendly helpful service.
On 22 June 2013 at 11:12 am Pamela said:
My husband & I came into the Mitre 10 Mega store in Pukekohe this morning and were so very happy with the service we received from a chap there. We bought a kitset cupboard and 2 storage cubes. he was so very helpful and even helped us get it into our car. Thank you for such wonderful staff.
On 26 July 2013 at 6:48 pm Eileen Joyce said:
Went throughgardening deptment at southbrook Rangiora today staff very helpful as I could't find what I wanted & asked & staff found it straight away
On 29 July 2013 at 11:10 am Kevin Edwards said:
I find Mitre 10 staff very friendly and most have a good product knowledge
On 8 August 2013 at 5:00 pm richard ranui said:
mitre 10 staff have a firm understanding of what the customers are looking for when making a quick conversation
On 24 August 2013 at 12:36 pm Desma Galvin said:
Can you please explain why it is more expenseive to purchase items from the Mitre10 Henderson store to the Albany Store. I thought that all stores would fbe the same price. Eample Henderson charged $209.63 for a Nouveau Wardrobe Tower, Albany charged $195.00 the draws Henderson were $53.73 Albany $49.98.
On 26 September 2013 at 1:23 pm Barbara said:
I bought a plant at Mitre 10 Mega Manukau and the lady on the till was a delight to deal with.
On 30 September 2013 at 12:15 pm Helen Young said:
Very helpful staff and easy to find things.
On 9 October 2013 at 8:09 pm gurdev singh said:
i vist some time in mitre10 . There staf very friendy and help full.
On 24 October 2013 at 9:10 am Rosalie said:
We had relaxed and fun shopping for paint and plants. Very helpful staff to. Thank's Mitre 10
On 2 November 2013 at 12:41 pm Chris Bird said:
WOW today 02/11/13 walkd into Mt wellington store mentioned to friend who was with me im looking for drills,WELL staff member heard my demise and led me straight to where they were,gerat service,keep it up Mega mitre 10 :)
On 21 November 2013 at 4:34 pm graham said:
Staff always very keen to assist at Mega Mitre 10 Tauranga
On 24 December 2015 at 5:54 pm SUE TIDMAN said:
At lunchtime today I made a ourchase at Kapiti Mitre 10.I am unable to lift due to injury and requested Staff to carry purchase to car.The response was a happy and cheerful one and no look of censure that I get at some other retailers.Kapiti Mega you rock for Service,attitude and amazing personality traits.I will be back.
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