ASDA tunes into customer feedback

ASDA has launched a new way to find out what its customers think of its 367 stores, using driveExperience from Empathica, a customer experience management expert. ASDA has introduced Empathicas driveExperience solution to solicit feedback from its customers through the till receipt, inviting them to give feedback by freephone or Internet.  Over 250,000 customers have taken advantage of this opportunity to tellASDA since its launch earlier this year.

Feedback is analysed by Empathica and shared with ASDA colleagues, both at Head office and in stores, who will be able to monitor customer service levels and exploit strengths to put right any perceived problems. A spokeswoman for Asda, said, We have many different ways of getting customer feedback but Empathicas Management program is much more instant and gives us another real avenue of showing customers that we are reacting to queries both nationally and locally. As well as providing the framework for customers to share their views and help shape ASDAs business, Empathica will help us drive transparency to help us meet the needs of our customers.

Gary Topiol, Managing Director, Empathica, said, Empathicas method of securing and analysing customer feedback is fast proving to be the most effective way to reach large numbers of customers and get rapid feedback that can be acted on quickly, a critical factor in this economic climate. ASDAs investment in this new technology demonstrates its continued commitment to delivering an outstanding customer experience in all of its stores, every day.

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