Halfords’ customer success is down to good old feedback

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Halfords-AutocentreHalfords Autocentres has credited its 93 percent customer satisfaction score to the operational changes made after receiving customer feedback.

The chain of 290 garages reviewed the feedback of more than 52,000 customers, with the help of Empathica, a global provider of Customer Experience Management solutions.

Since the partnership started over 12 months ago, the feedback Halfords has received has allowed them to tweak its business and implement operational changes that deliver an improved customer experience.

Rory Carlin, Halfords Autocentre’s Marketing Director, said: “We want to send out a clear message to our customers that we value their feedback and aim to exceed their expectations. We offer excellent value for money but want to show that value and excellent service are not mutually exclusive.”

The changes implemented as a result has seen the overall customer satisfaction rise to 93 percent, with 89 percent commenting they received value for money and 87 percent adding they would recommend Halfords to their friends and family.

The customer experience management programme invited customers to provide feedback online, and via emails they received from the garage. Empathica analyse the results and produced a tailored report for each garage, outlining where improvements could be made.

Carlin added: “It gives us another tangible measure of business success by gauging how real customers interact with and perceive our business.

“We are pleased with what has been achieved thus far but are continuing to invest in this strategy through a modelling initiative that will enable us to better understand what steps in the customer journey are most important to them and the development of a new portal that will empower managers to interpret and act upon customer feedback.”

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