Under Armour partnered with Second To None for an omni-channel mystery shop benchmark to measure in-store service, call center performance, and online customer satisfaction.
In-store, call center, and online evaluations were deployed to measure service, responsiveness, and customer satisfaction. Results from each data stream were combined to highlight achievements and opportunities across the company.
STN also conducted a proprietary benchmarking survey, finding that Under Armour primarily competes with Nike for category leadership. Adidas held strong third position, and Lululemon, while very popular, was not popular enough to pose a threat to Under Armour.
The Under Armour data provided strong baselines, service insights, and a call to action with both broad and narrow objectives for in-store and online customer engagement. Online measures related to site intuitiveness, visual appeal and speed of navigation were strong.
Issues arose more often when reaching out to agents by phone or chat. Chat provided an easier means of reaching an agent with shorter wait times, but agents on the phone were better at answering questions and anticipating needs. Key drivers of recommendation were identified as speed of navigation, follow-up response satisfaction, and product arrival and quality.
The results highlight the importance of usability testing whenever there are changes to the website and App, following up with the customer, timely shipping, and accurate product descriptions.
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