Douglas Mancini, VP Sales EMEA, Critizr

Industry View from

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Why it pays to empower the whole organisation with customer feedback

In this fast-changing retail age, experience now ranks higher than product or price. Research shows that over half of customers won’t return to a store after just one unresolved negative experience. So understanding customers and what they think and feel has never been more important.


Yet it’s becoming increasingly difficult to gather customer feedback, and to tap into its true business value. Today’s customers are overrun with surveys, emails and special offers tempting them to share their views. Low engagement and dropout rates are a growing challenge. There is also a huge risk that the data customers share across the many channels now available to them gets stuck in disparate silos and spreadsheets, where it delivers zero benefit to the business.


So how can companies successfully get the insight they need and use it to drive their business forward? It all comes down to learning how to listen to customers – and how to effectively take action as a result.


Securing the voice of the customer and deploying the resulting insights can have a transformative effect on performance, profit and customer experience. But only if it’s collected and used in the right way.


For Critizr, that means a whole company approach. We view customer feedback as a driving force at every business level – from HQ to shop floor, not just in the marketing department. Our approach hands the keys to customer-centricity to front-line teams, making them more agile and effective. This local empowerment is the core factor in the success of our platform.


So, while Critizr generates feedback and insight for senior management to plan for the long term, staff in the field can quickly and efficiently take action at local level – doing what it takes to solve problems, win back dissatisfied shoppers and drive loyalty and revenue.


The money story behind local empowerment is compelling. A recent study conducted by Critizr in conjunction with the CX Institute assessed the value of improving customer experience. Our study showed that 53 per cent of customers who’ve had a bad experience can be turned into promoters if their issue is addressed within 48 hours. Promoters spend more, are more loyal and will actively advocate on a brand’s behalf.


Critizr’s experience with leading brands across Europe proves the positive results of transforming all employees into powerful customer champions in their own outlet. On average our clients see a 10-point increase in NPS (the Net Promoter Score, one of the most effective customer satisfaction metrics for modern businesses) in their first year of working with Critizr.


The future of retail relies on businesses and brands using customer experience and feedback to differentiate themselves, drive value from their retained customers and ultimately increasing the bottom line. What better approach could there be than to empower the entire organisation to truly understand what customers want – and then to take action to provide it.

To understand how to empower your whole organisation using customer feedback with Critizr click here.

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