Frozen food specialist Iceland has announced a new direction in their customer strategy focused on feedback from real consumers. The ‘My Iceland’ programme, developed in partnership with Empathica, is designed to help the brand improve on key areas impacting their customer satisfaction and loyalty.

“We wanted to send a clear message to our customers that we’re here to listen to their feedback and exceed expectations when it comes to their Iceland experience.” says Iceland’s retail operations manager Steve Pennington.

“The thinking behind the new programme came from wanting our customers to feel that Iceland is at the heart of their community and that we welcome their feedback to help us improve. It’s about moving past static measures of performance to a more dynamic, fluid strategy that gauges how real customers interact with and perceive our business.”

The new programme assesses the customer experience in Iceland stores, as well as with their delivery service, and feeds the data back to location managers. The programme generates in excess of 1,000 customer responses per day across Iceland’s 750 UK stores, with the data then used to implement operational changes.

Steve Pennington continued: “The new programme has also proven to be hugely motivating and empowering for our employees, as it allows customers to identify where they have received exceptional service and feedback to individual members of our team."

As part of the new initiative, Iceland has also implemented GoRecommendTM, a social media advocacy solution that amplifies the reach of real customer recommendations, using platforms like Facebook and Twitter.

Pennington added: “The response we’ve had through using GoRecommendTM has been phenomenal. In the first week alone, we were able to amplify positive and personal customer comments to over 200,000 Facebook users, which has in turn resulted in a massive uplift in traffic to Iceland.co.uk."

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