Fat Face introduces multichannel customer feedback programme
By Retail Technology | Thursday June 19 2014
The retailer's new customer feedback programme will capture the ‘voice of the customer’ across all Fat Face channels
This summer, fashion retailer Fat Face will debut a multichannel customer feedback programme across all of its customer touch points.
The active lifestyle clothing and accessories retailer runs over 200 stores in the UK and serves over 100,000 customers every week in addition to its online activities.
The customer feedback project is part of a new store roll-out and includes the refitting of existing stores over the coming months and the retailer is working with insight specialist eDigitalResearch to connect with customers across a variety of channels.
Kirsten Pottinger, head of retailer operations and wholesale at Fat Face, said the company’s service style was its differenciator in a busy retail market place. “We needed help in capturing feedback, to help our teams understand just how great we are doing and where there is opportunity to raise the bar even higher.”
Mobile feedback
Fat Face store customers will be able to give their feedback on their entire experience via a smartphone, tablet or PC. They will be able to rate their entire experience from service, products and Fat Face crew members to the overall atmosphere within the store.
In addition to in-store feedback, online and mobile customers will also be able to have their say on the Fat Face digital experience though website and mobile optimised surveys on Fat Face sites.
Regular results reports and real-time alerts to internal departments and customer service staff will allow Fat Face to proactively manage customer experiences.
During the course of 2013, Fat Face overhauled its legacy till estate to support sales growth and improved customer service.
