Retailer Iceland Focuses Strategy Around Real Customer Feedback

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in: Loyalty Industry

A new direction in their customer strategy focused on feedback from real consumers about their experiences with the retailer

The 'My Iceland' programme, developed in partnership with customer experience management (CEM) experts Empathica, is designed to capture feedback from Iceland customers and identify issues that help the brand improve on key areas impacting their customer satisfaction and loyalty.

"We wanted to send a clear message to our customers that we're here to listen to their feedback and exceed expectations when it comes to their Iceland experience." said Iceland's Retail Operations Manager Steve Pennington.

"The thinking behind the new programme came from wanting our customers to feel that Iceland is at the heart of their community and that we welcome their feedback to help us improve. It's about moving past static measures of performance to a more dynamic, fluid strategy that gauges how real customers interact with and perceive our business."

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