M&S finds out what customers really think

Marks & Spencer is using an automated feedback system to gather feedback from staff and 21 million customers as it attempts to maintain its reputation for quality customer service.

 

The system, provided by Fizzback, invites responses by SMS or online and is able to structure the words received by topic, sentiment, location and behavioural indicators. This information is used to send back a tailored response to the customer, while relevant teams or individuals are alerted to the feedback, and a real-time dashboard is populated which shows the impact on KPIs (Key Performance Indicators) and customer trends.

Sam Harrop, head of internal communications at Marks & Spencer explained the importance of including employees in the feedback process. "Our employees have a critical role to play in driving the business forward and it’s important not only that they encourage customers to give feedback, but also that they give us their feedback too. After all, the majority of our employees interact with our customers every day, and as a result have great insight into how we can continue to improve."

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