Use cases, Retail

Measuring Service Interaction Times in Physical Retail

Brick-and-mortar retailers can now capture an objective KPI proven to improve customer service: Service Interaction Times. This new use case looks at how traditional retailers use these measurements to identify service gaps and set benchmarks that drive sales.

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Challenge

In the retail environment, service levels drive conversions. This is why companies work hard to prevent service-level breakdowns from damaging sales and brand perception.

Aware of these risks, organizations establish internally or externally defined service-level standards that employees are expected to meet. But how can retailers verify that these standards are being achieved? Methods for collecting this data vary, including surveys and online ratings, as does their reliability.

Because service is inherently subjective, organizations tend to prefer KPIs based on objective data. As a result, many organizations are adopting visitor–staff interaction-time measurements to identify service gaps and determine optimal service-time ranges.

To serve as an effective KPI that supports organizational goals, interaction-time measurements must be:

Accurate and privacy-compliant
Available in real time and historically
Captured in a cost-efficient manner

VodafoneZiggo Optimizes Staff Planning with Xovis Data

For accurate visitor counts at more than 100 retail locations in the Netherlands, VodafoneZiggo used the PFM Intelligence platform and Xovis' 3D sensors.

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Solution

Accurate measurement of customer-staff interactions begins with identifying who qualifies as staff. Only advanced vision-based data capture technology can perform this task consistently and reliably.

Earlier systems required employees to wear dedicated badges or tracking devices. Modern vision-based systems can now identify staff based on their location within a space, such as behind a service counter. Once staff members are identified, interaction times can be measured by tracking their proximity to customers or visitors. Measurements can be captured in several ways:

Within predefined service zones, such as payment areas
At locations typically occupied by personnel, such as security staff at entrances
Across open environments where continuous staff tracking is possible

Bald person in a navy blazer and white shirt, facing the camera against a bright, softly blurred office background.

We have identified, that one of the key issues was to set the right and effective workforce planning not only towards the cost savings but also with respect to the overall customer experience.

Milan Morávek Chief Sales & Customer Service Officer, 02

Benefits

In addition to measuring “time to service,” also known as wait times, measuring interaction times between customers, passengers, or visitors and staff is a proven way to help:

Optimize interactions: Establish benchmarks for service times that support higher customer ratings
Improve staff performance: Identify service gaps that require attention
Support service agreements: Monitor compliance with Service Level Agreements (SLAs) and highlight areas for improvement

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