Following the redesign of its website and online selling processes, leading department store House Of Fraser is to undertake a study of all its customer experiences, including within its stores.
The project will measure and analyse the customer journey on the high street, on the company's website and in via its call centre.
The results will then be used to inform future approaches to selling its products.
The move has been prompted by insights gained from customer satisfaction data provided by market research company ForeSee, concerning House Of Fraser's website.
"The customer experience across all touch points is of paramount importance to us," said House Of Fraser's executive director of multichannel and international, Robin Terrell.
"We’ve already seen how valuable and actionable this data is when it comes to online initiatives. Now ForeSee will help us to understand how customers experience our brand across various channels and how their experiences affect sales, loyalty, recommendations and overall satisfaction."
