House of Fraser appoints ForeSee to broaden customer experience measurement
Published: 03 October, 2011
Customer experience analytics specialists, ForeSee, is working with House of Fraser to measure and analyse the customer experience in its stores, on its website, and with its call centre.
House of Fraser has been working with ForeSee for some time to quantify the online customer experience in ways that help prioritise and drive changes with the greatest impact on brand and business goals. House of Fraser have recently completed a website redesign assisted by customer satisfaction data from ForeSee, which provided insight on which improvements would potentially have the greatest effect on sales, loyalty, and recommendations. The website redesign contributed to a substantial increase in online conversion rates, which has direct and measurable bottom-line impact for the company.
House of Fraser is expanding its relationship with ForeSee to include the measurement of stores and call centres in order to get a more comprehensive cross-channel picture of the customer experience.
“The customer experience across all touch points 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 prioritise improvements,” said Robin Terrell, executive director of Multichannel and International at House of Fraser.
“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 CEO of ForeSee added: “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.”
