British high street retailer Debenhams has been able to gain a better understanding of what its shoppers require by using a new customer insight programme.
Since starting the scheme, which is powered by customer loyalty group Empathica, the retailer has been able to increase its overall customer satisfaction level from 47 per cent to 56 per cent - and it is focused on improving this score further still in the months ahead.
Insights were gathered from each of Debenhams’ 161 stores, and the information generated will help the company drive in-store improvements.
Kate Whittaker, Strategy Manager at Debenhams, said: “The idea was to replace our mystery shop programme to get feedback from actual customers, rather than paid-for mystery shoppers, on all aspects of their experience with Debenhams, in real time.
“Another big benefit of the Empathica programme is that we can give customers the opportunity to opt into our future marketing newsletters so we can contact them again, enabling us to build our marketing database.”
Data is collected via online surveys, which are advertised on customers’ till receipts.
Consumers are asked their opinions on subjects such as product range, value for money, the quality of service provided by staff and quality of shop displays, and the data allows the retailer to understand the performance of individual staff and overall customer service level.
More and more retailers are using the resources of insight organisations to help them gain a clearer picture of what customers want from their shopping experience.
Health & beauty specialist Superdrug recently revealed that it has been working with customer insight group SMG to boost loyalty among its shoppers.
New standards related to staff training, shift patterns and till interaction have been developed following the in-depth analysis of its customer service protocol.