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Boots Opticians expands customer care measure programme
Published 20th November 2009
November 17, 2009, Birmingham – Boots Opticians is expanding its Customer Care Measure (CCM) programme with Empathica, a customer experience management expert, across the newly merged business with Dollond & Aitchison (D&A). The CCM programme will provide valuable customer feedback that aims to help Boots Opticians to further improve its customer service offering across the whole business.
D&A, founded in 1750, merged with Boots Opticians in May 2009. Boots Opticians has utilised Empathica’s unique customer experience measurement programme for over 18 months and, following a successful trial, the decision has been taken to expand the programme.
Empathica’s customer experience management programme will work by inviting a random selection of customers to give feedback on key elements of the customer journey, for example: the store environment, speed of service, how friendly and helpful the staff are, whether customers felt they were offered good value for money and whether they enjoyed their shopping experience. Customers are invited to participate in research via a pre-printed survey invitation leaflet, handed out at the point of sale. Customers participate in research via an online survey or by using a dedicated free telephone number.
Responses to the survey will enable Boots Opticians to gain valuable customer insight and continue to develop excellent customer care.
David Cartwright, Director of Professional Services Boots Opticians, said, “Following the success of the Boots Opticians Customer Care Measure programme, we are looking forward to working with Empathica to analyse our customer service experience across our newly merged business and look forward to finding ways in which it could be further improved. We will now be able to gain feedback from customers in every one of our opticians across the country.”
Gary Topiol, Managing Director, Empathica, said, “Boots Opticians is a customer focused business and understands the importance of identifying ways to continually improve its customer service. The expansion of Boots Opticians’ Customer Care Measure programme to include the newly merged D&A stores, once again demonstrates Boots Opticians’ commitment to listening to their customers.”
More information:
Tanya Pring
Fieldworks Marketing
Tel: 01435 873080
tanya@fieldworksmarketing.co.uk
Gary Topiol
Empathica
gtopiol@empathica.com
About Boots Opticians
Boots Opticians merged with Dollond & Aitchison in May 2009 to create the second largest optical chain in the UK. Both businesses have a strong heritage and an excellent reputation for service and customer care, which provides a great opportunity to combine these strengths under one brand with a differentiated product offering. It is envisaged that the Dollond & Aitchison branches will, in due course, adopt the Boots Opticians brand.
Alliance Boots holds a controlling stake in the new company which is jointly owned with De Rigo. The new company, which trades as Boots Opticians, has around 685 branches across the UK (including franchises), and directly employs more than 5,000 people.
www.bootsopticians.com
www.danda.co.uk
About Empathica
Empathica provides retailers, foodservice brands, retail banking institutions and other multi-unit based organisations with comprehensive Customer Experience Management programs that help ensure outstanding customer experiences and engaging relationships across the entire brand.
Using a variety of surveying methods, Empathica captures ‘voice of the customer’ data and then performs rich analysis to derive key actionable insights that deliver operational excellence and deliver on the brand promise of our clients.
Empathica conducts more than 30 million customer surveys annually and delivers real-time, weekly, and monthly reports to more than 70,000 locations across close to 100 of the world’s leading brands.
Empathica is a privately held organisation headquartered in Toronto, Ontario, Canada with European operations managed out of its Birmingham, England office. Empathica also has affiliate offices in Australia, China, and Japan.
www.empathica.com