// Currys PC World launches Customer Collective, a new customer-led testing initiative
// The initiative aims to help answer real-life tech challenges faced by customers on a day-to-day basis
Currys PC World has reportedly launched a new initiative whereby everyday customers take centre stage in testing the best tech products on the market.
According to Retail Week, the retailer’s Customer Collective aims to help answer real-life tech challenges faced by customers on a day-to-day basis.
The first iteration involved 100 customers invited to London testing and assesing Currys PC World’s top gift ideas for Christmas.
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The Customer Collective comes as Dixons Carphone – Currys PC World’s parent company – steps up efforts to improve customer service and experience.
In September, it opened a new 19,000sq ft customer service training centre at Fort Dunlop to offer its staff an additional 400,000 hours of training.
Dixons said the £4 million investment, called the Academy@Fort Dunlop, will share the retailer’s vision and strategy, and equip staff “with the skills to give first-class customer service and help customers choose, afford and enjoy the right products for them”.