As one of the U.K.’s leading digital retailers, Argos offers over 33,000 products — everything from furniture and electronics to clothing, jewelry, toys, and more — available for purchase via websites, mobile, telephone, and 740 physical stores. But tracking the experience of customers proved challenging, as did developing a reliable strategy for tracking changes to its various channels.
Management wanted one number that would tell how the company was performing across all customer touch points at any given time (sound familiar, anyone?). However, their brand-tracking survey at the time, along with separate surveys for each of their different channels — web, home delivery, exit, and store — all measured different things for different reasons. How could Argos possibly consolidate and make sense of all of this data?
Ultimately, the retailer was successful in achieving a one-number multichannel overview gauging customer satisfaction, as well as creating a support system to back up the decision-making with important data.
Interested in finding out what exactly happened when Argos enlisted ForeSee to make sense of customer experience data from all its various retail touch points, including websites, mobile channels, and brick-and-mortar stores? Read more in our recently published Argos Case Study.