BCF: 17+ NPS Points Gained Across 136 Stores
This Net Promoter Score (NPS) case study outlines how BCF has kept customer insights at the core of its strategic decisions, leading to enhanced brand loyalty and significant growth.
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+17 NPS
Points Gained in 4 Years
Steady upward progression across 136+ stores since programme launch.
136+
Stores with CX KPIs
Customer advocacy targets set at every store level. Australia’s largest outdoor retailer.
In-Store → Online
Omnichannel CX Expansion
CX programme extended from in-store to online shopping and delivery experience.
Discover How BCF’s Omni-Channel Strategy Increased Their NPS
|
BEFORE |
AFTER |
|
|---|---|---|
|
NPS & Customer Advocacy |
No structured CX baseline or store-level accountability; limited visibility into what was driving — or harming — customer loyalty across 136+ stores. |
17+ NPS point gain over 4 years; key drivers (price, staff service) identified and proactively mitigated; KPIs embedded at every store level to hold teams accountable. |
|
Operational Visibility |
National, regional and store teams operating without consistent, role-specific CX data; frontline staff unable to act on feedback without being at a desk. |
Role-based dashboards gave every level — from frontline to national — the right data to act on; Resonate Echo mobile app enabled real-time loop closure on the floor, not just at a desk. |
|
Channel Coverage |
CX measured in-store only; online shopping and delivery experience completely invisible despite growing online revenue. |
Omni-channel customer experience programme launched covering in-store and online, with text analytics enabling. |
Creating an Impactful CX
17+ NPS points in 4 years: What consistent CX governance delivers
Since launching with Resonate CX in 2014, BCF achieved a steady and sustained NPS uplift of more than 17 points over four years. This wasn’t a one-off gain — it was the compounding result of embedding customer advocacy scores as a live operational metric at every level of the business, from frontline to national.
Customer feedback becomes the brief for product and service decisions
BCF used customer feedback data to directly feed marketing, product and service decisions. Real-time dashboards and quarterly deep dives gave national and regional leaders the evidence to prioritise the right issues — not the loudest ones — and drive share of wallet by addressing the factors that actually influence purchase decisions.
Store-level KPIs turn CX from a head office metric into a frontline habit
Setting customer advocacy KPIs at the individual store level was the structural move that made the programme stick. When every store manager owns a CX score, retail customer experience stops being a corporate reporting exercise and becomes part of how each team competes, improves, and is held accountable every week.
Mobile-first feedback tools empower frontline staff where they actually work
The Resonate Echo mobile app was purpose-built for teams that are never behind a desk. Frontline staff could close the loop with customers in real time — calling them back, resolving issues, and logging outcomes — while still on the floor. Empowering the frontline to act immediately is what keeps passion-led retail feeling personal at scale.
Text analytics turns 136 stores’ worth of feedback into one clear picture
Rich text analytics transformed the volume of survey and contextual data from 136+ stores into actionable comparisons across stores, regions and channels. Root causes that might have been buried in raw data — like specific service or pricing friction points — surfaced quickly, giving teams a precise brief for improvement rather than a vague instruction to “do better.”
Proving in-store value first made the omnichannel expansion inevitable
BCF didn’t launch an omnichannel customer experience strategy on day one. They proved the in-store programme’s value first, then expanded to measure online shopping and delivery experience — closing the gap in their CX coverage and aligning the programme with Super Retail Group’s broader omnichannel strategy. Credibility earned in-store funded the investment online.
BCF ( Boat, Camping & Fishing)
BCF (Boating, Camping & Fishing) is Australia’s leading outdoor retail chain, offering a comprehensive range of boating, camping, and fishing gear for recreational enthusiasts.
INDUSTRY
Retail
FOUNDED
Brisbane, Australia
PARENT COMPANY
Super Retail Group
Real Feedback. Real Revenue.
Resonate CX turns real-time shopper feedback into fast, confident decisions that grow your business.
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Recognised for CX Excellence: Summer 2026
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