Fat Face appoint eDigitalResearch as multichannel Voice of the Customer partner


June 10, 2014

Fatface_logo_darkFat Face, the innovative lifestyle clothing and accessories retailer, has appointed Voice of the Customer specialist eDigitalResearch to run their multichannel customer feedback programme across customer touch points.

Fat Face has over 200 stores up and down the country, serving over 100,000 customers every week, along with their website. With an extensive new store roll-out and refits of existing stores continuing at pace over the coming months, they wanted a way of connecting with their customers. As market leaders in the lifestyle clothing and accessories field, they wanted an innovative, world-class programme to cement the Voice of the Customer to the heart of their business.

Fat Face store customers will be able to give their feedback on their entire ‘in the moment’ experience – from service, products, and crew members to the overall atmosphere within the store – via their smartphone, tablet or PC. Real-time alerts to internal departments and customer service staff will allow Fat Face to proactively manage their customer experiences, whilst regular results reports from eDigitalResearch’s large team of researchers will provide Fat Face with actionable insight to put their business ahead of the competition.

With a growing number of online and mobile customers, Fat Face also wanted a way of gathering feedback across digital touch points to ensure that their entire multichannel customer experience is the very best it can be. In addition to in-store feedback, online and mobile customers will also be able to have their say on the Fat Face digital experience though website and mobile optimised surveys on Fat Face sites.

Kirsten Pottinger, Head of Retailer Operations and Wholesale at Fat Face, explains, “Fat Face are really pleased to be working in partnership with eDigitalResearch on this project.  Our service style is a differentiator in the busy retail market place and we wanted experts in capturing feedback to help our teams understand just how great we are doing and where there is opportunity to raise the bar even higher.

“We chose to work with eDigitalResearch on the basis they have really solid experience in this field across a number of highly regarded brands, but above all we were keen to work with their team due to their lovely people, great culture and brand fit”.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “Listening to the Voice of the Customer is becoming increasingly important, especially if a brand or business operates in a competitive marketplace and they want to maintain their market leading-position. With so many ways in which customers can now browse and buy with brands, FatFace wanted a way to innovatively listen to customers across channels and adapt both individual touch points and their business as a whole accordingly to put themselves ahead of the competition”.

The multichannel Fat Face Voice of the Customer programme will go live during the summer.