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The scheme works by inviting a random selection of Boots’ customers to give feedback on the store environment, speed of service, how friendly and helpful the staff are, whether they felt the retailer offered good value for money and whether they enjoyed their shopping experience. In stores, survey invitations are generated as part of the till receipt, while in the pharmacy they are handed to the customer via a leaflet. Customers respond by either using an online survey or by using a dedicated free telephone number.
“With over a million responses in a year we have a huge amount of data which has allowed us to do some robust analysis on the positive relationship between our customer care scores and sales,” says Karen Booth, programme manager for Boots Customer Care Measure. “Our Advantage scheme tells us about shopping behaviour, and with customers’ permission can be used as a marketing tool, but it doesn’t tell us what our customers think about the shopping experience in Boots. This is where the customer care feedback survey comes into play and we see significant potential in marrying the two in future.”
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