UK supermarket Waitrose has adopted real-time feedback technology in its convenience stores as it looks to learn more about its customers' experiences.

The grocer appointed research specialist CRT, which worked alongside Toshiba Global Commerce Solutions to introduce kiosks to some of the company's stores. The Toshiba kiosks host CRT's customer experience platform, ViewPoint.

Shoppers can access the machines and rate their experience in less than 20 seconds and have the option to leave a comment in a free text box if they want to provide more specific feedback.

Richard Quarterman, Waitrose's service innovation manager, said: "At Waitrose we are constantly striving to provide our customers with the highest possible level of service, and the introduction of the touchscreens gives us another way of capturing what our customers want.

"As it provides real-time feedback, we can start to track customer responses across different times of the day and days of the week, giving our operational management teams' valuable insight into store performance within a clear frame of reference."

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CRT

Toshiba Global Commerce Solutions