Martin Hanley, Customer Experience Manager at M&S joins us for a discussion on cultivating a culture of obsession. Over the last 12 months, half of the UK population have shopped with M&S. Martin describes ‘obsession’ as ‘taking it to next level’ and continuously finding out more about your customers.
At M&S recognise that most of their sales are driven by a small percent of customer, so they want to find out: who their customers are, why they shop with them and what they need from M&S. Martin highlights the importance of a building digital relationship with customers, this is because the more of a wide relationship you have with customers the more they will spend.
Last year M&S transformed they voice of the customer program, they now have a global programme called ‘Make your Mark’. This program collates all of their feedback across all of their channels, in one place. This program empowers all employees around the business to make more data driven decisions based on what is important to their customers. Martin goes into detail on how this works and the different branches the program has.