Tesco and Marks & Spencer have been shortlisted at the Retail Systems Awards for their innovative use of the Fizzback service for engaging customers in real-time feedback through friendly channels.
The nomination for ‘Retailer of the Year’ for Tesco reflects the ‘Every Comment Helps!’ campaign that Tesco is carrying out with Fizzback to gather top-of-mind customer feedback when it matters: in store, at the customer’s point of experience. Tesco wanted to make it as easy as possible for customers to engage with them using natural language, whether it be to pay a compliment, ask a question, make a suggestion or raise a concern. They employed Fizzback to capture customer feedback through free SMS text, email, free-phone voicemail and freepost comment cards. Tesco are then able to use this real-time feedback to respond to customers, take actions that improve the customer experience and make clear their commitment to placing the customer in the driving seat. The ‘Every Comment Helps!’ campaign also provides Tesco with a real-time finger on the customer pulse through the interactive Fizzback Real-time Dashboard.
According to Fizzback CEO Rob Keve: “We’re pleased that Tesco has been nominated for this prestigious award. We strongly believe that their commitment to listening and responding to customers is a critical strategy during tough economic times.”
Fizzback’s work to date with Marks & Spencer was shortlisted for the category “Best use of in-store marketing technology in retail.” Fizzback has been deployed across stores to capture and act upon both customer and employee feedback under the banner ‘Your M&S, Your Feedback.’ Customers and employees are encouraged to voice their opinions on all aspects of the shopping experience, plus specific feedback around specific campaigns and the ‘Plan A’ environmental imitative. Marks & Spencer Service Design Manager Tim Robson states “We’re excited about our work with Fizzback and delighted they have been recognised by the judges at these Retail Awards.”
There is much research to suggest that the key driver for customer loyalty is excellent service, a factor that consistently ranks higher in importance than price. In Harris Interactive’s 2006 Customer Experience Report, 40% more consumers ranked “Outstanding Service” as being more important than “Lowest Price.” Industry analyst firm Forrester Research recently surveyed 80 large North American firms on the impact of economic downturn. When asked how important the customer experience has become in the current climate, 42% ranked it as being more important, while just 15% ranked it as being less so. The Forrester report goes on to advise that executives prioritize improvements at ”key moments of truth” in the customer journey, rather than making smaller improvements across the board.
According to Keve “It’s no coincidence that we’re seeing an increase in demand for our solution during this period of economic uncertainty and low consumer confidence. Fizzback allows leading brands to engage their customers in conversations in a natural and more detailed way than ever before, and this engagement quickly translates into increased loyalty and advocacy.
These client award nominations are testament to Fizzback’s growing momentum in the Retail sector. Earlier this year, Fizzback were crowned “Supplier of the Year” at the European Retail Solutions Awards.
The Retail Systems Awards ceremony will take place on October 29th at Grosvenor House, London.
About Fizzback
Fizzback helps brands to engage with their customers. The Fizzback™ service solicits instant customer feedback at the point of experience and employs a unique artificial intelligence engine to understand the nature, sentiment and tone of comments. Tailored responses are generated and delivered in real-time, driving meaningful conversations. Relevant staff are intelligently alerted, enabling companies to resolve customer issues quickly, and an interactive dashboard, including KPIs and verbatim customer feedback, helps senior management drive their business by voice-of-customer.
Fizzback™ is being used by companies determined to innovate and differentiate themselves through a superior customer experience. In practical terms it is like being able to walk the shop floor 24/7, listening to what your customers are saying and acting upon their insights.
Headquartered in London, Fizzback is privately owned and backed by Advent Venture Partners.
Contact: 0845 067 1000
