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Marks & Spencer (M&S) has seen a 427 per cent increase in customer feedback submitted on its website since incorporating Bazaarvoice’s customer reviews functionality into its post-purchase email campaigns.

The retailer implemented the Bazaarvoice platform in October 2010 to enable customers to engage in authentic online conversations, deliver tangible business results and offer key customer insights to help improve the brand’s products and services.

M&S launched its post-purchase campaign in March 2011 in order to increase coverage and depth of customer feedback.

When a customer purchases an item, they receive a tailored post-purchase email in a timeframe suited to the type of product purchased. This tailored approach gives customers a chance to experience the product before providing feedback.

Within the email is a link that takes the customer straight to the reviews page for that product, creating an easy way for busy customers to leave valuable feedback. Since introducing this feature, M&S has seen a 25 per cent rise in the number of people going to the reviews tab, which highlights the effectiveness of the initiative and the desire to provide and see honest feedback.

Internally, M&S has used the platform to ensure customer feedback is processed in a correct and timely manner within the relevant departments. The company’s quality management team monitors trends through the Bazaarvoice Workbench, and anything requiring action is flagged to the team quickly.

In addition, the brand’s buying teams now all analyse the customer feedback data on specific products to ensure they are performing at their best. This intelligence is also used by the customer service, website and product marketing teams, as well as by M&S Direct, to ensure customer issues are being resolved and feedback is used to improve processes across the business.

“An improved product review platform is good for our customers and the business,” said David Walmsley, Director of Multichannel Development at Marks & Spencer.

“Bazaarvoice has helped us raise awareness of, and given customers access to, an open and honest feedback mechanism. This means customers can make a more informed purchase, which in turn has a positive effect on return rates and bolsters engagement and trust of the M&S brand.”

Richard Anderson, Bazaarvoice’s VP of Client Services, EMEA, said: “The desire to open up a direct dialogue with customers, and to convert this into real business insight is a key tenant of Bazaarvoice’s promise to our customers. In a time when people are concerned about spending money, customer-generated feedback plays a key role in the decision-making process. M&S is proving that creating customer-to-customer conversations and pulling out the insights translates into a true ROI.”

About Bazaarvoice
Bazaarvoice’s Software as a Service (SaaS) solutions have powered more than 260 billion customer conversations on brand web sites like John Lewis, Blue Shield of California, Costco, Dell, Macy’s, P&G, Panasonic, QVC, and USAA. The company connects organisations to their influencers through a unique network that reaches hundreds of millions of consumers around the globe, enabling authentic customer-powered marketing. Through syndication, analytics, partnerships, and consulting, Bazaarvoice brings the voice of the customer to the centre of their clients’ business strategy, proving “social” can drive measured revenue growth and cost savings for manufacturing, retail, travel, and financial services companies. Headquartered in Austin, the company has offices in Amsterdam, London, Munich, Paris, Stockholm, and Sydney. For more information and access to client success stories, visit www.bazaarvoice.co.uk, read the blog at www.bazaarvoice.com/blog, and follow on Twitter at www.twitter.com/bazaarvoice.

About Marks & Spencer
Marks & Spencer is one of the UK's leading retailers. M&S sells high quality, great value clothing and home products as well as outstanding quality food. Around 21 million customers visit its stores each week and has 78,000 employees across the UK and 42 territories globally.

Marks & Spencer was founded over 127 years ago and currently has 703 UK stores and 369 international stores across Europe, the Middle East and Asia.

For more information please visit http://corporate.marksandspencer.com/

Published on: 2:58PM on 19th January 2012