Halfords to gain customer insight through Empathica feedback programme

Halfords, a leading retailer of bicycles, car parts and accessories, has retained Customer Experience Management experts Empathica, to analyse feedback from its new, ‘That’s Helpful, That’s Halfords’ strategy.
The Customer Experience Management (CEM) programme will be implemented across all 466 Halfords stores by Empathica, an industry leader in the measurement, reporting and improvement of customer experiences.

The approach includes flashboard reporting which provides clear focus on store performance and identifies areas that can be improved, as well as successes to celebrate with staff. Customers will be encouraged to provide feedback online through printed invitations actively handed out by Halfords staff, with the added incentive of a prize draw entry for all respondents.

The move follows a successful three-month pilot at 17 Halfords stores, which gained over 8,000 responses from customers. The pilot was run concurrently with a mystery shop programme.  Halfords decided Empathica’s approach was more specifically targeted to customer behaviour and needs.

Steve Marson, Retail Operations Director at Halfords, said: “It’s important that we deepen our understanding of our customer needs in order to build an appealing brand personality and remain competitive. Empathica’s approach tells us what our customers feel about our products and customer services.  It will ultimately ensure that we provide the best shopping experience possible and help us develop and deliver on our Helpful promise.”

During the pilot stage, Halfords gained important insights into customer behaviour, including the fact that about 80% of customer visits to stores are to purchase a specific product, about a third visit www.halfords.com before entering a store and over 60% are keen to give future feedback.

Halfords also intend to implement GoRecommend, Empathica’s social networking application, which allows satisfied purchasers to recommend a brand or product via Facebook, Twitter and email.
Gary Topiol, Managing Director of Empathica, said: “We are delighted that after witnessing how the CEM approach creates consistency across stores and drives staff and customer engagement, Halfords have decided to extend the pilot project to all stores.”

This initiative places Halfords in the company of other leading multiple operators like Boots, Debenhams, Mitchells & Butlers and Caffè Nero who have all implemented CEM programmes from Empathica.

 

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