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Saturday 21 September 2019


Payments Awards 2019

JD Sports rolls out customer feedback platform

Written by Chris Lemmon

UK retailer JD Sports has selected and rolled out TruRating’s customer feedback platform across its 360 stores.

Each customer is asked a single anonymous question while paying, pushing one button to rate from 0-9 on the point of sale device. Questions rotate between transactions, enabling JD Sports to ask about different aspects of the customer experience and get almost immediate answers. The simple system attracts a high response rate from customers.

JD Sports has gained valuable insights into the customer experience, and has helped the retailer to understand the return on investment of any measures taken to improve the in-store service.

Wayne Davies, retail director at JD Sports, commented: “The beauty of TruRating is the way in which it simply plugs into our existing payment platform but is flexible enough to be moulded to meet our precise needs. For instance, we can use the custom questions to ask really granular, business critical questions and the huge, representative sample means we fully trust the responses.

“Millions of proven customers are feeding back to us on an ongoing basis,” he continued. “It means we know which stores are going above and beyond for our customers, so our reward system is fairer and managers are taking notice, improving performance.”

Georgina Nelson, founder and CEO of TruRating, added: “With our technology sitting on the payment terminal it’s easy for merchants to ask every customer a quick question and get responses they trust. We’re thrilled that JD Sports recognise the value of the insights and the ability they now have to make more informed decisions and improve the customer experience.”

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