2008 Member Satisfaction Survey

By Jack Stanton, Wedge Board of Directors

Have you ever wondered how other members of the co-op feel about shopping at the Wedge? We did. So earlier this year, we invited all of our members to take an online survey to help us gauge their satisfaction with their shopping experience. Here are some of the highlights.

Overall satisfaction with the Wedge is extremely high. On a 10-point rating scale, with 10 being the highest level of satisfaction, more than 65% rated the Wedge 9 or 10. More than 90% rated the store 8-10. Only 1.5% rated us in the lower half of the scale.

We asked people what percentage of their grocery bill they spend at the Wedge, and not surprisingly, higher percentage spenders expressed higher levels of satisfaction. Those who had increased their percentage of spending during the past year also indicated high levels of satisfaction.

Recommendation and Advocacy

When asked how likely they would be to recommend the Wedge to a friend, the store generated a Net Promoter Score of 82.48.

Net promoter scores are derived by subtracting detractors (those who rate a brand from 0-6 on a 10-scale) from strong advocates (those who rate the brand 9-10). Net Promoter Scores correlate more directly than any other satisfaction metric with future sales growth.

That score, when compared to other retail and business brands, is at the extreme high end of the scale. For comparison, while retail grocery is currently the highest rated industry, the median Net Promoter Score of more than 400 companies in 28 industries now is only 16%.

Reasons for Choosing a Grocery Retailer

Members were asked to rate how important the following list of reasons for choosing a grocery store were to them. Highest rated percentages follow for each item.

Frequently Used Sources of Wedge Information & Satisfaction With Member Information

Members were asked to rate their most frequently used sources of information about the Wedge. Highest rated percentages follow for each information source.

86% of members indicated they were satisfied with available information, while 49% were very satisfied. Shoppers who spend a high percentage of their dollars at the Wedge were significantly more likely to use the store's information sources, especially the staff and newsletter.

Wedge GM Lindy Bannister comments, "We are so pleased with these findings, but they don't give us any reason to stop looking for ways to make the Wedge even better. Staff and managers are committed to making this the best co-op it can be. Member satisfaction surveys will be a regular part of our efforts to deliver great product and service to our community."