Boots Opticians expands customer care measure programme

This article is brought to you by Retail Technology Review: Boots Opticians expands customer care measure programme.

Boots Opticians is expanding its Customer Care Measure (CCM) programme with Empathica, a customer experience management expert, across the newly merged business with Dollond & Aitchison (D&A).  The CCM programme will provide valuable customer feedback that aims to help Boots Opticians to further improve its customer service offering across the whole business.

D&A, founded in 1750, merged with Boots Opticians in May 2009. Boots Opticians has utilised Empathicas unique customer experience measurement programme for over 18 months and, following a successful trial, the decision has been taken to expand the programme.

Empathicas customer experience management programme will work by inviting a random selection of customers to give feedback on key elements of the customer journey, for example: the store environment, speed of service, how friendly and helpful the staff are, whether customers felt they were offered good value for money and whether they enjoyed their shopping experience. Customers are invited to participate in research via a pre-printed survey invitation leaflet, handed out at the point of sale. Customers participate in research via an online survey or by using a dedicated free telephone number.

Responses to the survey will enable Boots Opticians to gain valuable customer insight and continue to develop excellent customer care. 

David Cartwright, Director of Professional Services Boots Opticians,  said, Following the success of the Boots Opticians  Customer Care Measure programme, we are looking forward to working with Empathica to analyse our customer service experience across our newly merged business and look forward to finding ways in which it could be further improved. We will now be able to gain feedback from customers in every one of our opticians across the country.

Gary Topiol, Managing Director, Empathica, said, Boots Opticians is a customer focused business and understands the importance of identifying ways to continually improve its customer service. The expansion of Boots Opticians Customer Care Measure programme to include the newly merged D&A stores, once again demonstrates Boots Opticians commitment to listening to their customers.