Looking to improve customer service in the mobile phone industry, Phones 4u called on the customer engagement specialist to provide an effective way to listen to and engage with their customers via SMS. Jim Slater, director of marketing and CRM at Phones 4u, comments: “Fizzback provides us with vital insight into the mood of the customer base and how our stores are driving satisfaction and advocacy. We view it as an essential component of our customer management strategy.”
The service has been run both after the customer’s first store visit, when SMS messages were sent to enquire about their experience, and once they received their first bill. “We were pleased to find out that our sales teams were consistently helpful and courteous, but we also wanted to make sure that they had fully explained both the phone’s features and the price plan, ensuring that customers didn’t need to call our support lines, or get an unpleasant surprise in their first bill,” says Slater. The retailer has also moved to ensure that the in-store staff bonus system is modified to incorporate scores and rankings that Fizzback generates, and a significant percentage of the bonus that staff receive is now based upon this.
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