Commissary shoppers worldwide can now describe their own shopping experience when they fill out Defense Commissary Agency’s updated “ForeSee” customer experience survey.
“Open-ended questions give customers an opportunity to provide feedback using their own words, and this often provides key information we may not have considered before,” said Karl Crosson, the agency’s statistician.
The three new questions were added a month ago and appear at the end of the survey. They ask customers to tell DeCA what they liked most about their recent shopping experience; share what improvements they would like to see in their store and; if they select “once every few months or less often,” explain why they don’t shop more frequently.
“We want to hear about the customer’s whole experience,” said Mary Michael, chief of the agency’s business analytics team. “Not just what they liked, but what they would like us to do better.”
Last summer, DeCA rolled out ForeSee, replacing a SurveyMonkey receipt survey previously used at all commissaries. Through ForeSee, the agency accesses more frequent customer feedback and identifies areas to improve the shopping experience. The Navy Exchange and other commercial retailers use the survey tool to get real-time, customer feedback.
Customers can access the purchaser receipt survey using the link, https://mydeca.me/receipt, printed at the bottom of their receipt. They have seven days from their purchase date to log on and complete it.
The advantages of using the new survey platform include real-time results and the delivery of automated reports that help the agency identify key, customer satisfaction drivers. “Foresee converts our customers’ voice into insights to improve customer satisfaction,” Michael said.
Crosson added: “Another benefit is it allows us to compare the performance between commissaries and the commercial grocers that use ForeSee.”
The new purchaser survey is the first of three patron feedback instruments that DeCA plans to roll out. In the future, ForeSee will also provide the capability to roll out targeted surveys on social media and at commissaries.com.