Making the Most of Customer Feedback

Making the Most of Customer Feedback

Bazaarvoice offer a great solution for collecting and using customer ratings and reviews. Their recent Boots case study is just one example of how effective their service can be.

For those who haven’t read the case study – it covers how Boots is using bazaarvoice to listen, acknowledge and act, turning unhappy customers into brand advocates.

Bonnie, the Customer Service Specialist interviewed for the case study, explains how she is now able to quickly and authentically communicate with customers about their specific issues, and to find a suitable resolution. Something that was extremely difficult before.

However, it did leave me thinking. Although they have the ability to react well to issues and turn them to their advantage, Boots still remain in a reactive position. Each incident exists in isolation and doesn’t necessarily help Boots stop that same thing happening to other customers in the future.

Joining the Dots

At S4RB, we help Retailers and Brand Owners link communities of value (like Customer Service Teams, Product Developers and Suppliers), empowering them to seize the opportunity provided by every customer compliment or complaint. This enables retailers to deliver what we call a Unified Brand eXperience (UBX) – where a great customer experience and excellent product quality are made possible because information about products is shared with all relevant parties.

Let’s return to Bonnie and her customer complaint. A customer had an allergic reaction to a product, and Bonnie resolved the issue by investigating and identifying alternative products which might be more suitable for the customer’s skin type. This led to a very satisfied customer. But the same information is actually of interest to lots of others.

S4RB’s UBX Cloud Services software was built to help retailers and brand owners seamlessly pass information between retail teams and suppliers. In the same scenario, UBX Cloud Services could mean that…

• The web team and in-store merchandisers are notified and can add the alternative product recommendation to the website and product displays to make sure that customers get the right product first time. This product recommendation demonstrates Boots’ expertise and provides a personalised experience to those with sensitive skin – without them having to make a complaint first.

• The product developers and suppliers have access to information about every product issue (as well as sales figures, product testing results and social media data), giving them one view of product performance. They have complete oversight and can decide whether a reformulation to make the product suitable for a wider audience is commercially beneficial.

Brand Managers also have the same one view of product performance. They have access to data to inform wider changes – like clearer labelling across the range to further increase customer perceptions of Boots’ expertise. Imagine Bonnie’s customer if she could search product by skin type and easily find the product right for her, accompanied by a little logo she could identify in-store.

UBX Cloud Services from S4RB creates a closed loop between Customer Services, other retail teams and suppliers to empower continuous improvement and innovation, all with the ultimate goal of a great Customer Experience.

Simon Heath
simon.heath@s4rb.com
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