Customer feedback is key to success says The White Company
The White Company walked away with Best Customer Service Team of the Year at the ECCCSAs in 2018. They credit their collection and utilisation of customer feedback as the key to this success.
For The White Company, a great customer experience means being “personal, engaging, easy, convenient and reliable”. Therefore, while some other large retail organisations appear to hide away contact details for their service centres, The White Company overtly communicates that it has a customer contact team – “to ensure we can be there for our customers if they need us,” says Daljeet Kaur, Head of Customer.
And there is a fringe benefit to these service engagements with customers – the insight they provide.
“The Voice of the Customer is such valuable insight,” she explains. “Businesses can spend thousands and thousands of pounds on market research to get an understanding of what the customer says, but we have around 400,000 interactions coming through our contact centre every year where customers are giving some form of feedback.”
The White Company shared how they use customer feedback when they spoke to the editor at MyCustomer. Read the story here.
