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Debenhams opens up communication channels

UK department store chain Debenhams has introduced a new shopper feedback system, covering all of its consumer-facing channels.

Every customer who makes a purchase in a Debenhams store is now given the opportunity to comment on their experience by following a URL link on their till receipt. Customers also receive an email asking for their feedback if they have made a purchase online, via click & collect or via a kiosk in one of the retailer's 176 stores.

The e-form poses three questions, including a net promoter score rating of customer experience, and the information provided can be interpreted and translated it what Debenhams sees as meaningful and timely actions. For example, if a shopper gives a score of 0-3, the relevant store manager is alerted and the customer is asked whether they would like a member of staff to contact them.

Rant & Rave is running the system for Debenhams, following a successful trial this summer.

Peter Foster, head of customer strategy and insight at Debenhams, commented: "We take customer opinions very seriously at Debenhams and always strive to put customers first.

"This solution makes it simple for customers to share feedback with us, so that their collective voice can drive the business forward."

Feedback derived from customers is used across the business, and store managers can access data via a dashboard and act on the information accordingly. It is proposed that the system will also be used by senior staff at Debenhams to reward high-performing employees.

Rant and Rave works with retailers in a variety of ways, with the business recently teaming up with pizza company Papa John's to collect consumer feedback at the point of delivery and via the company's website.

Pizza boxes all boast a call to action, inviting customers to share their thoughts on the food or service, via QR code or text message. Consumers can provide a 1-5 rating before writing a message to summarise their experiences, giving the fast food chain real-time feedback that is filtered through to individual franchisees and head office.

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Rant & Rave