Working with customer intelligence specialists Market Force Information, Bonmarché is a launching the new programme this month with a series of mystery shops to its 266 stores across the UK. Shoppers will be asked to assess customer service and to relay their findings to Market Force’s customer intelligence team.
Analysed findings will then be presented in real time to Bonmarché regional and store managers so that any immediate customer experience issues can be rectified by store teams, while the bigger picture is used to inform strategy and training.
Mark Pickersgill, retail director at Bonmarché, explained: "We want to increase the number of brand advocates – women who shop with us regularly and then recommend us to friends and family. Customer experience visits can definitely help with this, particularly with results delivered in real time. We chose Market Force because they can clearly deliver the results but also because of their passion for creating the right programme.
"With the success of our online offering and investment in celebrity endorsement driving an increase in brand awareness and sales, it is more important than ever that Bonmarché makes sure that shoppers’ experiences match their expectations. Customer service is a crucial part of the mix."
Tim Ogle, European CEO at Market Force, added: "The high street is struggling, and every retailer is fighting for customer spend; it is vital for Bonmarché to find out - not just guess – what customers think. Acting on that knowledge means making the right improvements, which will turn shoppers into loyal shoppers who return, spend and recommend."
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