Customer experience in retail just isn’t working.
You’re hearing from your angriest 1% of customers. They’re skewing your decision-making and not helping generate ROI. And worst of all: they still go online and trash your business.
During this exclusive webinar, we unveiled a better way of doing things: Open CX.
And we were delighted to be joined by one of the world’s most iconic brands, Fortnum & Mason. For more than 300 years, the British luxury retailer has been serving kings, queens, and all of us as well.
It’s stayed ahead of rivals by never standing still, always innovating. That includes continuously listening to, acting on, and promoting customer feedback. And now with TruRating, it’s taking the next step on its journey as an Open CX pioneer.
Some key quotes from Fortnum & Mason…
+ On the importance of in-store: “Post-Covid we saw the importance of the social and psychological experience of what a store provides… the store plays such an important role in experiencing the brand in its truest light through the people who are passionate about it”
+ On how they collect feedback: “The reason we love TruRating is it allows us to ask about whatever we’re interested in finding out right now.”
+ On how they analyze feedback: “The heatmapping by store and shift is so powerful. There’s a bit of healthy competition between stores…but more than that it’s a coaching opportunity, when you can see an “amber” performance at 2pm in the afternoon.”
+ On seeing improvements: “What we love about working with TruRating is we can layer in custom questions based on what we want to learn this week, this month”
+ On bringing customer-centricity to life in-store: “Make people feel welcome. Be on point to serve. Greet them. Listen to them. None of our customers need selling to, they need you to understand them.”
GUEST SPEAKERS
Sean Ghouse is the Director of UK Retail at Fortnum & Mason, with over 30 years’ experience in the luxury sector. He started as a part-time employee at Ciro Citterio on Regent Street while completing his degree in HR & Psychology. Since then he’s held senior roles at iconic brands like Harrods, Niketown, Matches Fashion.com, Watches of Switzerland, Dunhill and LVMH.
Jon Moss joined Fortnum & Mason in 2022 as Customer Engagement Director. Prior to joining the retailer he’s worked at brands like Sky and News UK, with experience in lifecycle management, segmentation and customer retention. At Fortnum & Mason he’s focusing on the use of data in delivering superior experiences across all channels.
Useful resources
- Retail pricing optimization – strategies, models and examples
- Business intelligence in the retail industry – strategies and trends
- Retail metrics – 27 key metrics for your business
- The difference between multichannel and omnichannel retailing
- What is a good response rate for customer satisfaction surveys
