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Boosting Goodwill San Antonio's Revenue by 15%
Customer Ambassador Program (CAP)

Boosting Goodwill San Antonio's Revenue by 15%

Customer Ambassador Program Helps Non-profit Retailer Highlight Employee Achievement

Client
Goodwill Industries of San Antonio
duration
12 months
project type
Customer Ambassador Program (CAP)
date
October 2023

While they already had two of the top Net Promoter Scores (NPS) in the country, Goodwill San Antonio sought to put its mission into action across 23 stores by improving in-person customer experiences. Our Customer Ambassador Program (CAP) allowed them to capture honest, actionable feedback that drove customer satisfaction up and employee turnover down, improving morale and ultimately contributing to a 15% increase in revenue.

The Challenge

Goodwill San Antonio was experiencing a drop in customer satisfaction as well as growing employee turnover rates across its stores. They needed a way to receive open-ended customer feedback that could empower their teams to improve their performance, creating a more positive environment for both employees and customers.

The Solution

Knowing that recognition for creating positive customer experiences was one of the best ways to motivate employee performance, we implemented our proprietary CAP solution so that Goodwill could capture authentic, actionable feedback from customers. It didn’t just help drive constructive employee feedback: in open-ended questions, 65% of customers mentioned an employee by name in relation to a delightful experience!

The Result

In just one year, Goodwill San Antonio raised their Net Promoter Score (NPS) by 9%, coming in more than 30 points above the retail average, and increased their Customer Satisfaction Score by 29 basis points, a 1.5% improvement over the previous year.

On average, Goodwill San Antonio now receives 44 surveys per month per store, and have received more than 19,000 completed surveys across 23 locations in the San Antonio metro area, with 15,000+ marketing opt-ins.

The Ongoing Impact of CAP

“ACL’s Customer Ambassador Program not only boosted our employee morale and customer satisfaction, but also our revenue. The program empowers our employees to meet our audience in a new way, and gives us unique insight into their expectations — ultimately giving us the power to surprise and delight at every interaction.”

– Mark Hanes, Training & Optimization Manager, Goodwill San Antonio

+ 15%
Revenue
+ 11.7%
Net income
+ 9%
NPS
+ 80%
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