Where the evidence lives
Pull evidence by store and shift. Reviews and NPS comments usually name a location or a moment, which is what managers can act on.
Twofold Index for Retail & consumer
The brand perception gap in retail.
Retail brands are proved on the floor, one greeting, checkout and return at a time. Head office usually believes in the brand more than the shift that is actually serving customers, and the gap shows up as inconsistency between stores.
Begin the retail & consumer diagnostic Free during beta · About five minutes · Plan tailored to retail & consumer
What the gap looks like here
Team-optimistic readings are common when head office answers for the stores. Customer-led readings appear in loved local shops whose staff do not realize how good they are.
Who has to be in the room
Include store managers and floor staff, not only head office. The brand story customers hear is the one told on the floor.
Where the brand is proved
Anchor this step on the moments where retail brands are proved: the greeting, the checkout and the return.
How to read the gap
Compare locations, not just the company average. Consistency across stores is where retail gaps hide.
Try it
A live sample report, set to retail & consumer.
Drag the Customer and Team markers or tap the bars. The plan below is already tailored to retail & consumer; add your company size to tailor it further.
Sample report · Live
Customer-led
Customers rate the brand 21 points higher than your team does.Where customers and your team sit
Drag the Customer and Team markers, or tap any bar below, and watch the reading rewrite itself.
0100
Customer 71
Team 50
Customer (NPS) +42 → 71 on the 0–100 scaleTeam perception 50/100The gap 21 points, customer-led
Your five team attributes, weakest first
Dashed line marks the customer level: 7.1 out of 10. Team perception is the average of the five bars.
Tailor the plan to your company
Owners, time estimates and examples change with company size and industry. The four steps and their order follow your reading.
Company size
Industry
Your 30-day plan (first two of four steps), for a retail & consumer company
Start with managers, not morale
Bring each manager the customer evidence (reviews, NPS comments, recent wins) and one prompt: where are we already strong, and how do we repeat it on purpose?
In retail & consumer: Pull evidence by store and shift. Reviews and NPS comments usually name a location or a moment, which is what managers can act on.
You'll know it worked when: every manager can name one customer win the team under-recognized.
Why it works: Gallup attributes about 70% of the variance in team engagement to the manager. When belief lags behind customer reality, the manager is the fastest route to closing it.
Align the team around internal consistency
Ask each person, unprompted, what the brand promises customers. Compare the answers and agree one plain-language sentence.
In retail & consumer: Include store managers and floor staff, not only head office. The brand story customers hear is the one told on the floor.
You'll know it worked when: five people give a recognizably similar answer when asked cold.
Why it works: Gallup’s first engagement question is whether people know what is expected of them. A brand promise everyone can repeat is the customer-facing version of that clarity.
The research behind this reading: Gallup’s recent global workplace research finds only about one in five employees engaged at work, and identifies managers as the biggest lever on that number. Source: Gallup, State of the Global Workplace.
- Your customer and team scores on one ruler, with the gap shaded
- Which direction the gap runs and what it typically means
- Your five team attributes ranked, with the weakest flagged
- A 30-day plan with owners, time estimates, and success signals, tailored to your company size and industry
- The research behind your result
Start my diagnostic from this sample Free during beta · About five minutes · Your sample settings carry over
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