Boots Opticians is expanding its Customer Care Measure (CCM) programme with Empathica across the newly merged business with Dollond & Aitchison (D&A).

The programme will work by inviting a random selection of customers to give feedback on key elements of the customer journey, for example: the store environment, speed of service, how friendly and helpful the staff are, whether customers felt they were offered good value for money and whether they enjoyed their shopping experience. Customers are invited to participate in research via a pre-printed survey invitation leaflet, handed out at the point of sale. They participate in research via an online survey or by using a dedicated free telephone number.

David Cartwright, director of professional services at Boots Opticians, says: "Following the success of the Boots Opticians Customer Care Measure programme, we are looking forward to working with Empathica to analyse our customer service experience across our newly merged business and look forward to finding ways in which it could be further improved. We will now be able to gain feedback from customers in every one of our opticians across the country."

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