How Online Research is Shaping John Lewis

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John Lewis is working with eDigitalResearch to build a bespoke online research solution to measure customer satisfaction. The Satisfaction Suite measures customer satisfaction across all product groups and distribution options.

Customers are seeing that if they express a concern it is quickly addressed and, where necessary, fixed.

With customers now purchasing from a variety of channels whilst also interacting online, a bespoke online research solution built by eDigitalResearch for John Lewis is impacting beyond its online channel. The eDigitalResearch Satisfaction Suite is the hub of this research solution, linking into the John Lewis database to provide in-depth customer satisfaction feedback.

Requiring no input from John Lewis, the Satisfaction Suite collects customer purchase information from the John Lewis database and emails surveys out to customers, tying in all the purchase information with customer responses. Monthly reports are produced which can be cross-tabbed and filtered in terms of product groups (identifying which products are exceeding expectations and which may be falling short). Reports specific to particular divisions of John Lewis are also produced.

John Ashton, Head of Direct Marketing at John Lewis says: “Divisions can examine issues relating directly to them, for example, the Operations Division can compare direct customer feedback on standards of delivery with the sugared feedback sometimes produced by third-party couriers.”

The Satisfaction Suite is augmented by eCustomerOpinions online surveys, Panel surveys and eMysteryShopper.

John appreciates that eDigitalResearch gives John Lewis a great deal of scope beyond end-to-end customer satisfaction feedback, with marketing a clear beneficiary. “eDigitalResearch has flagged up stuff that may seem obvious but sometimes gets buried beneath the heavy-duty logistics of big marketing campaigns. For example, it took a nudge from eDigitalResearch feedback to remind us that women don’t in general like promotions relating to the World Cup. We are now targeting and segmenting better with that common sense factor,” he said.

John Lewis is strengthening great existing customer relations, borne out by the willingness of customers to participate in customer feedback surveys. John comments that working with eDigitalResearch is driving real customer value, “Customers are seeing that if they express a concern it is quickly addressed and, where necessary, fixed.“

John adds: “Rather than us just thinking we know what our customers are thinking, with eDigitalResearch we know exactly what they are thinking.”


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Michelle Fuller
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