House of Fraser to analyse customer experience of call centres

Date: 27/09/2011

House of Fraser plans to analyse the experience its customers have when using its call centres, which may utilise 0800 numbers.

The retailer already works with ForeSee to assess the way in which consumers use its website and instigate changes that enable it to achieve its business goals.

It is now expanding this relationship to its call centres in order to gain a better understanding of customer experiences and improve sales.

Robin Terrell, executive director of multichannel and international at House of Fraser, said that "customer experience across all touch points is of paramount importance to us".

This new initiative will enable the enterprise to see how this affects "sales, loyalty, recommendations and overall satisfaction".

President and chief executive officer of ForeSee Larry Freed said it is natural that the company, which is the UK's leading premium department store and has 61 outlets, should extend this type of analysis to its call centres.