M&S customers can now leave feedback via a multitude of channels including email, webchat, SMS and Interactive Voice Response (IVR), following a partnership with tech firm Rant &Rave.
Under the new scheme, the M&S customer sales and service centre now has real-time access to customer feedback across all contact channels for both UK and international customers. This partnership will support M&S’s transformation to become a digital-first business, a direct response to a highly competitive retail market, which is seeing consumers shift their purchasing habits online and look to engage with brands across multiple touch points.
All customer feedback will be fed directly into the M&S senior management team to create a holistic view of customer responses
Feedback will generate informed, customer-driven strategic decisions across the wider business, supporting M&S’s digital-first business transformation.
The programme, which will be introduced into the retailer’s Customer Sales & Service Centres will be made up of the following Rant & Rave offerings:
Voice of the Customer; which allows consumers to easily share their feedback via a multitude of channels, including email, webchat, SMS and Interactive Voice Response (IVR), and then analyses the sentiment of the responses in real-time.
Frontline Engagement; which, through a personalised dashboard, enables contact centre staff to track and analyse their own performances, empowering them to self-coach using actionable insight.
Jo Moran, Head of Customer Service at M&S said:” As we continue to transform M&S into a digital-first retailer, we have chosen Rant & Rave as a new partner across our Customer Sales and Service Centre Estate. Putting the customer at the heart of everything we do is a real differentiator for M&S, especially as we look to grow our digital offer in an increasingly competitive retail market. The insight from the real-time customer feedback will help M&S become more relevant, more often to its customers as we listen and respond to their feedback in a faster and more streamlined way than ever before.”
Kenny Bain, CEO of Rant & Rave, said: “We are delighted to be working with a retailer as well-known and trusted as M&S. As consumer attitudes to brand engagement shift, it’s crucial that businesses are equipped with the right tools to enable them to engage with their customers across a multitude of channels. By allowing M&S to understand and action real-time feedback, it will be able to continue to develop relationships with its customers and understand how they want to shop with them, generating loyalty and long-term business success.”
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