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Travel food chain SSP to capture customer views via mobile social in real time

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SSP, worldwide food group that owns Upper Crust, Pumpkin and Camden food co, is actively capturing more feedback from social media users to help shape how it stocks its stores and how it manages its customer relations.

Working with eDigitalResearch, SSP’s social media team is proactively encouraging SSP customers to provide more detailed feedback on their ‘in the moment’ experiences, capturing the Voice of social Customers, using mobile. This feedback is then integrated into eDigitalResearch’s Customer Experience Management solution. The initiative will help to further enhance customers’ experiences by bringing the Voice of the Customer into the heart of the business.

Feedback from social media users – including complaints, questions, ideas and positive comments – are filtered through in real-time to the relevant SSP customer service team to action there and then, helping to improve both the individual and overall SSP customer experience. Positive comments are also shared with relevant team members to help boost motivation and increase staff engagement.

Advocates of SSP’s award winning brands who share their views through the Voice of the Customer survey are also invited to share positive SSP experiences with their online friends, spreading the word about SSP’s excellent customer service and recommending them to their social contacts.

As Lee Osborn, Head of UK Customer Experience at SSP, explains: “The response to our eDigitalResearch Voice of the Customer survey has been phenomenal. We wanted to capture the Voice of our Customers not just through the feedback survey but also include what was being said about our various food outlets across social media sites. By engaging with our social media team, we are able to proactively manage the experiences of our customers, sharing positive comments with staff and stepping in even more quickly and effectively if things do occasionally go wrong.

“The fact that our brand advocates are also able to share their positive experiences with their online friends through the eDigitalResearch Voice of the Customer system is a real added bonus as it all helps to build our brand and increase customer engagement”.

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