M&S pools data for ‘voice of the customer’ programme

sparks 2Marks & Spencer is consolidating all of its global data sources within a single platform, dubbed the “voice of the customer programme”, to be delivered by KPMG and US tech firm Medallia.

The aim is to gain a live, connected view of the customer experience across M&S’ operations for the first time, support its business transformation and help use data to drive decision making.

The programme will go live within three months, with a contract lasting four years.

M&S chief operating officer Katie Bickerstaffe said: “The last year has shown how vitally important it is for businesses to be able to stay in tune with its customers, in order to rapidly respond and adapt to changes in behaviours and shopping habits.

“Working with KPMG in the UK and Medallia will give us rich insights from across our customer base and channels like we have never had before, enabling us to offer the services and experiences our customers are looking for across our stores and M&S.com, supporting our transformation and ensuring we emerge stronger from the pandemic.”

Medallia’s cloud-based customer experience software platform captures customer feedback online across social, mobile, and contact centre channels, analyses it in real-time, and provides workflows for customer satisfaction, customer loyalty, net promoter scores and overall business performance.

The US company already works for Deliveroo, Best Western, Marriott International, IBM, Mazda, Walmart, Mercedes and Lego among others.
Its experience management platform will be deployed across M&S’ stores and websites as well as its global contact centres, where it will also integrate with its existing CRM system and social media channels.

KPMG will combine the insights from this platform with its retail and customer experience best practices.

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