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Established 1996
Friday 05 June 2020


Missguided uses tech to improve customer service

Written by Peter Walker

Missguided has deployed Upland’s Rant & Rave Platform to improve its customer service experience.

This will be done by giving employees throughout the business better access to real-time customer feedback, as well as using Upland’s new Customer Experience Management (CXM) suite to ‘close the loop’ with customers who leave negative feedback.

The fashion retailer is aiming to use the centralised dashboard to make operational and service improvements, leading to an increase in customer experience scores by 10 per cent; reducing re-contact volumes by 10 per cent; and using feedback to highlight areas for improvement to achieve another 10 per cent increase in customer experience scores.

Missguided will use the Rant & Rave Platform to capture and analyse feedback at multiple touch points throughout the customer journey to understand the customer experience post-purchase, post-returns and post-delivery.

Requests for feedback are also sent out after interactions with contact centre agents via online channels including social, email and web chat. The technology allows customers to openly share their emotions during a shopping experience, rather than being restricted by business-led, multiple question surveys.

The project, which started in April 2018, has already seen positive customer feedback, with an NPS score over 60.

“Prior to partnering with Upland Rant & Rave, we lacked the ability to consistently measure customer satisfaction,” said Scott Barker, head of customer service at Missguided. “Thus far, Rant & Rave is measuring our customers’ experience across a number of touchpoints and we’ve already seen an improvement in overall positive customer feedback.”


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