OFFSHORINGSUPPLEMENT
29
IN ASSOCIATION WITH
BOOTS PROGRAMME TALKS TO
OVER A MILLION CUSTOMERS
B
oots has received feedback from more Booth added: “We get feedback from
than one million shoppers, one year customers in every one of our shops and
after the introduction of its customer pharmacies each week. We do not target the
care measurement programme, designed invitations at certain customer types, as we changing and our clients are using customer
and managed by customer experience value feedback from all of our customers.” insight to better understand how to meet
management expert, Empathica. The surveys ask questions of Boots’ their needs. Getting feedback from every
Karen Booth, Boots Customer Care customers to help understand how loyal store, every week allows retailers to focus on
Measure programme manager said: “With consumers are to the brand. The survey also delivering value to their customers at a local
over a million responses in a year we have a asks additional questions around issues that level, with measurable bene � ts.”
huge amount of data, which has allowed us Empathica knows contribute towards the The scheme also looks to bene � t staff, as
to do some robust analysis on the positive customers’ sense of satisfaction. well as customers. Booth added: “This year
relationship between our customer care scores The information obtained through we introduced a new reward scheme for
and sales.” Empathica’s programme also complements the store colleagues that uses the customer care
The scheme works by inviting a random data that Boots collects through the Advantage measure as one of the metrics for the basis
selection of Boots’ customers to give feedback Points loyalty scheme. Booth said: “The of bonus payment. The introduction of such a
on the store environment, speed of service, Advantage scheme tells us about shopping scheme has really helped the focus on great
how friendly and helpful the staff are, whether behaviour and, with customer’s permission customer care in our stores.”
they felt Boots offered good value for money can be used as a marketing tool, but it doesn’t
and whether they enjoyed their shopping tell us what our customers think about the
experience. In stores, survey invitations are shopping experience in Boots. This is where
WAREHOUSE EXPRESS
generated as part of the till receipt while, the customer care feedback survey comes
in the pharmacy, they are handed to the into play and we see signi � cant potential in
INTRODUCES RATINGS
customer via a lea � et. Customers respond marrying the two in future.”
AND REVIEWS
by either using an online survey or by using a Gary Topiol, Empathica managing director
dedicated free telephone number. said: “Customer expectations are continually Warehouse Express, the UK’s largest inde-
pendent online photographic retailer, has
introduced customer ratings and reviews
SATISFYING YOUR CUSTOMER
to complement its established user forum
and satisfy consumer demand for the
ORDER? JUST ASK JEFF!
intricate level of detail required about its
products prior to purchase.
The Ful � lment Store (TFS), based in Rugby years we’ve handled many calls from � rms Social commerce provider, Bazaarvoice
with clients that include Wrigley’s, BP and that are at their wits end on distribution, or has been appointed to implement and
Amnesty International, has launched its that want to make sure their end customers oversee the reviews service, which
online query service ‘Ask Jeff’ in response get the same quality and delivery time after will enable professional and enthusiast
to frequent questions posed by client time. We wanted to provide an online and photographers to talk about their
marketing and operations managers. Ask easily accessible resource for any business, experiences of over 14,000 products
Jeff is a free no-obligation service designed whether they are an existing client or not, available on the website.
to help provide best practice advice for struggling with its ful � lment operations.” “Peer-to-peer communication is very
anyone managing a ful � lment process. Larcombe added: “Ful � lment as a service important to the Warehouse Express
In the ful � lment business since 1987, TFS isn’t about to end tomorrow. Goods and brand – we already have a forum and
works with a range of clients to deliver their products still have to reach businesses and adding ratings and reviews will give
ful � lment and distribution operations. And consumers but now more than ever need customers the opportunity to further
operations and purchasing managers, as to do so using the most cost-effective in � uence each others’ purchase decisions,”
well as marketing professionals, face major means. Our innovative, problem-solving said Tim Woollias, e-commerce director of
challenges to their ful � lment operations on solution means that you can use ‘Ask Jeff’ Warehouse Express. “The service has only
a daily basis, where business sectors differ as a sounding board before you commit recently launched and while, initial take up
widely in terms of how ful � lment needs valuable time and money to ful � lment and was steady, once we sent an email to past
to be handled, not least within the current logistics. The service is totally free and fully purchasers we added over 1,000 reviews
economic climate. con � dential and I promise that users won’t in seven days – meaning that already we
TFS managing director, Jeff Larcombe be ‘sold to’.” To ‘Ask Jeff’, visit www.tfstore. have over 600 different items reviewed by
– the Jeff in ‘Ask Jeff’ – explained: “Over the
co.uk/askjeff our customers.”
MARCH 2009 RETAIL TECHNOLOGY
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