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House of Fraser to measure customer experience across its channels

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House of Fraser is to measure customers’ experience across its different channels, finding out how consumers rate their experience in stores and call centre as well as online, using technology from customer experience analytics company ForeSee.

The department store chain is taking the step after previously using customer satisfaction data from ForeSee in its website redesign in order to predict which improvements would have the biggest effect on sales, loyalty and recommendations. Since the redesign, House of Fraser online conversion rates have increased substantially.

Robin Terrell, executive director of multichannel and international at House of Fraser, said: “The customer experience across all touchpoints is of paramount importance to us, and it is critical that we measure in a way that provides accurate data and analysis that helps us priorities improvements. We’ve already seen how valuable and actionable this data is when it comes to online initiatives; now ForeSee will help us to understand how customers experience our brand across various channels, and how their experiences affect sales, loyalty, recommendations and overall satisfaction.”

Larry Freed, president and chief executive of ForeSee, said: “House of Fraser has already thoroughly embraced the value and utility of customer experience data and analysis online, so it is a natural extension to use the same methodology to measure other critical customer touch points like stores and call centres. An integrated, predictive view of the cross-channel customer experience is going to give an already strong company a huge competitive advantage and will build equity in their brand.”

House of Fraser currently sells through 61 stores in the UK and Ireland and launched its website, which now sells more than 125,000 products from more than 1,000 brands, in 2007.

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