UK homewares retailer Dunelm has replaced its questionnaire-format customer feedback process.

The business is now implementing a real-time customer communication channel, which will allow shoppers to score their individual experiences and explain, in their own words, why they issued that particular rating.

Dunelm will use a combination of dedicated customer feedback emails, till receipts and online order confirmations to gather the responses of its shoppers, and the questions will be presented to customers as soon as they make their purchases.  

Retail technology vendor, Rant & Rave, has been recruited by Dunelm to provide the new feedback channel and use its 'sentiment analysis' system to help the retailer understand the data generated by the process.

Rant & Rave recently secured Debenhams as a client, following what was deemed to be a successful trial throughout last summer. The department store chain is using a similar customer feedback system to the one now being implemented by Dunelm.

Leonie Foster, marketing director at Dunelm, commented: "Our customers come first, so understanding what is important to them by truly listening to their feedback is key."

Ex-Dixons CEO and former Apple retail boss, John Browett, took on the top job at Dunelm at the start of 2016. He was recruited at the same time the business named Lovefilm co-founder, William Reeve, as a non-executive director – with the board keen to push forward its digital strategy under a leadership team with a strong track record of tech-led retailing.

Last month the retailer announced encouraging third-quarter revenue growth, with like-for-like sales – including home delivery – up by 1.1% year on year.

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