CRM & CEM
From CRM to CEM – measuring the customer experience
THE SYSTEM: Empathica’s GoRecommend THE COMPANY: Giraffe
R
estaurant group Giraffe has employed a customer expe- rience measurement (CEM)
programme from Empathica, a lead- ing CEM agency within the hospitality, retail and financial services sectors. The programme will enable the res- taurant chain to gain feedback from hundreds of customers each month across its 40 restaurants. “We’ve always been focused on pro-
viding great customer service but we hope this programme will enable us to continue to improve our customers’ dining experience further,” says Giraffe co-founder Andrew Jacobs. “We chose to work with Empathica to get a true picture of our customers’ expectations.
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“We see this as a huge
We see this as a huge improvement over the lim- ited ‘single snapshot’ view we had previously gathered from mystery shoppers. Empathica will be gath- ering real feedback from hundreds of our customers each month, which we’ll be able to access online daily to enable us to make improvements driven by customers’ feedback.” As part of the programme with Empathica, Giraffe will not only solicit feedback from its customers, but will prompt them to share their experiences in social media, using Empathica’s GoRecommend appli- cation which enables customers to recommend the restaurant chain to their friends via Facebook, Twitter or email. “A great deal of our marketing is done online so the GoRecommend
Read Leisure Management online
leisuremanagement.co.uk/digital
improvement on the limited single snapshot view we had previously gathered from mystery shoppers.”
Andrew Jacobs, co-founder, Giraffe
application will support our strategy and we expect it to drive even greater viral advocacy,” says Jacobs. “Giraffe’s decision to choose Empathica demonstrates our market leadership position in the UK,” says Steve Raher, business development director at Empathica. “Giraffe under- stands that obtaining feedback from customers is a much more powerful way to engage their staff and improve customer advocacy, both in their res- taurants and via social media.” l
ISSUE 2 2011 © cybertrek 2011
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