The overall service performance of M1 Shops improved by 12% as the Singaporean telco transformed its retail concept and streamlined service touch points through a Customer-Centric Initiative (CCI).
Key changes at M1’s new revamped shops include the removal of service counters and streamlining its multiple service touch points into a single one. M1 sales associates now use hand-held tablets to handle the full range of services including sales enquiries, processing and payment. As a result, customers no longer need to move between multiple counters and are able to enjoy a seamless retail experience served by just one sales associate.
The re-designed store layout and the adoption of the counter-less concept also enable M1’s sales associates to provide a warmer, more personal touch in customer interactions. Additionally, the refreshed layout allows customers to move around the shop freely to experience the various product showcases.
M1 has also improved productivity and operational efficiency by encouraging self-service among its customers, through user-friendly registration and bill payment kiosks, as well as providing customers with updates via SMS when their turn is near. M1’s new bill payment kiosks have been well-received, with kiosk transaction rates doubling since end-2013.
With the changes, customers have experienced a 10% reduction in wait time and can expect greater reductions with ongoing systems enhancements, and increased staff familiarity with the processes. Also, the introduction of self-service concepts will enable M1 service staff to focus on sales tasks and provide better product information, serving as trusted advisors to customers while completing more transactions at the same time.
Following the implementation of the new concept, SMS satisfaction surveys conducted revealed that 88% of M1 customers have rated the service as Good or Excellent. This concept will have been implemented across 13 M1 Shop outlets by September, with the final M1 Shop outlet to be completed by November.