Debenhams uses social media for customer experience

Debenhams' has engaged social media sites to gauge customer satisfaction and it is paying off dividends. Since its launch, Debenhams has received over 380,000 items of feedback from with Customer Experience Management programme. The programm

identified more than 22,000 brand advocates who have made 2.2 million recommendations to friends and followers via Facebook and Twitter using GoRecommend®. The project - powered by Debenhams’ long term partner Empathica – has also been shortlisted in the 2012 UK Customer Satisfaction Awards.

Overall Customer Satisfaction level, based on customers who have scored Debenhams a perfect 5 out of 5, increased by 9% (from 47% to 56%) in the first year alone, and has since reached 71%. Satisfaction within all areas of the customer experience has also increased, with particular improvements in till point availability (34% increase), product availability (33% increase), and the overall dressing room experience (25% increase). Satisfaction with the Debenhams Staff and Service has also reached over 80%.

Debenhams says that the key aspect of its strategy has been a cultural shift away from mystery shopping to a full scale Customer Experience Management programme enabling increased focus on feedback from their actual customers.