Missguided to improve customer service by using technology to analyse customer emotion

Upland Software, a leader in cloud-based Enterprise Work Management software announced Missguided has deployed Upland’s Rant & Rave Platform to help raise its customer service score by 20 percent. This will be done by giving employees throughout the business better access to real-time customer feedback, empowering them to make a difference to the customer experience in the moment.

In addition, Missguided is utilising the solution – which forms part of Upland’s newly established Customer Experience Management (CXM) suite – to ‘close the loop’ with customers who leave negative feedback, with the aim of reducing re-contact volumes by 10 percent.

Missguided wants to understand the factors that impact on the customer experience, as well as what drives customer advocacy. Using the Rant & Rave Platform, they’re aiming to do this by:

  • Providing access to a centralised dashboard that shows customer feedback in real-time, so operational and service improvements can be made, leading to an increase in customer experience scores by 10 percent.
  • Reducing re-contact volumes by 10 percent by proactively responding to negative feedback using Upland’s Voice of the Customer solution.
  • Using customer feedback to highlight areas for improvement, achieving another 10 per cent increase in customer experience scores.

Missguided will use the Rant & Rave Platform to capture and analyse feedback at multiple touch points throughout the customer journey to understand the customer experience post-purchase, post-returns and post-delivery. Requests for feedback are also sent out after interactions with contact centre agents via a multitude of online channels including social, email and web chat.

The Rant & Rave technology allows customers to openly share their emotions during a shopping experience, rather than being restricted by business-led, multiple question surveys. By adopting this approach, Missguided can now truly understand what its customers think of product quality, the delivery experience, returns and the overall shopping experience. The project, which started in April 2018, has already seen positive customer feedback with an NPS score over 60.

“Prior to partnering with Upland Rant & Rave, we lacked the ability to consistently measure customer satisfaction. Using the Rant & Rave platform enables us to not only understand how our customers feel, but also take action in response to their feedback, therefore improving our customers’ experience. Thus far, Rant & Rave is measuring our customers’ experience across a number of touchpoints and we’ve already seen an improvement in overall positive customer feedback. We’re confident that the partnership will provide us with the insight we need to continue to meet and exceed our customers’ expectations,” said Scott Barker, Head of Customer Service at Missguided.

“We’re thrilled to be partnering with Missguided, a true revolutionary force in fashion retail. As customer expectations change, particularly around the high street, it’s important that brands are providing opportunities for honest customer feedback across a myriad of touchpoints and channels. We’re excited to be a part of this journey, enabling Missguided to turn real-time customer emotion into actionable insight, which will guide operational and service improvements to support Missguided’s profit ambitions,” said Jed Alpert, EVP & GM CXM Solutions at Upland Software.