Case Study: Pets at Home achieves 102,316 customer responses and boosts customer satisfaction with Service Management Group (SMG)

How Pets at Home is proving the value of customer satisfaction with SMG

Pets At Home partnered with Service Management Group (SMG) in 2011 to launch "Fish 4 Opinion," a nationwide continuous customer feedback program. Facing the limits of traditional mystery shopping, Pets At Home needed real, frequent customer insight to measure colleague performance, merchandising, checkout speed and the drivers of satisfaction that would support its goal of world-class service.

SMG implemented receipt-linked online surveys, a live reporting website and monthly reports; the Fish 4 Opinion program collected 102,316 responses in year one (over 8,000/month) versus 3,500 via mystery shopping on the same budget, produced an NPS of 83% (86% promoters), showed highly satisfied customers spend about 5% more, and delivered measurable improvements (colleague pet-care knowledge +5%, NPS +7%). Service Management Group continues to support Pets At Home as the program expands to e‑commerce, in‑store vets and grooming services.

Pets At Home

Dave Poole

Retail Operations Manager