W W W. F O R E S E E . C O M [ CUSTOMER EXPERIENCE ANALYTICS ]

CASE STUDY | ARGOS

ForeSee Feedback Supports Argos’

Strategic Transformation, Offering Tactical and

Operational Advantage

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As the UK’s largest digital retailer, Argos has more than 900 million digital visits a year and a strong reputation to protect and maintain. A long-time believer in the proven relationship between a good customer experience and success, Argos uses ForeSee analytics across channels. In the digital channel, Argos has learned that combining ForeSee’s powerful, predictive analytics with real-time customer feedback provides the strategic, tactical, and operational advantage it needs to win in a competitive marketplace.

ForeSee Feedback is a self-service application that allows companies like Argos to easily create and deploy short surveys so that customers can provide comments and personal insights about their online and mobile experiences. Its self-service nature eliminates the need for companies to rely on third-parties or IT teams for survey creation and deployment, and with its in-page analytics, executives are able to easily access the data.

W W W. F O R E S E E . C O M [ CUSTOMER EXPERIENCE ANALYTICS ]

CASE STUDY | ARGOS

As Digital Operations and Analytics Controller at Home Retail Group, Jim Bassett is responsible for digital operations for Argos’ digital channels. “My job is to find out what our customers want most from us in terms of their digital experience, and ForeSee helps me do that,” says Bassett.

ANALYTICS AND FEEDBACK ARE BETTER TOGETHER

“ForeSee analytics give us the ability to measure and benchmark our success with a thorough, scientific, predictive survey presented to a random sample of people,” says Bassett. “The resulting customer experience scores and analysis are crucial to us. But a random sample doesn’t necessarily give all our customers the chance to share their thoughts with us. ForeSee Feedback has provided us with an enormously powerful tool enabling our customers to give us opt-in comments that help us quickly identify, prioritize, and fix issues that used to take us months to tackle.”

Bassett monitors customer feedback in two ways: as a standalone tool and as a complement to digital analytics. “We look at Feedback daily and share it with our product team; it’s become an important part of our decision making process in a very short time because it’s so useful,” says Bassett. “I also monitor our analytics on a weekly basis, and if I see a change in score, I dig into our feedback to see why.”

For example, a few months ago, Argos’ search score took a hit in the weekly report. The team saw some customer comments about difficulty filtering product results but couldn’t replicate the problem. So Bassett turned to the Feedback tool and was able to quickly ascertain that the problem existed only among site visitors using the latest version of Firefox. Not only was Argos able to quickly assess and fix the problem, the incident led them to build in “future-proofing” workflows to prevent it from happening again.

“We get page-level and site-wide feedback sorted by issue type, device, platform, and operating system,” added Bassett. “The in-page analytics and reporting allows us to very quickly spot patterns and issues that are simple and easy to fix.”

“My job is to find out what our customers want most from us in

terms of their digital experience, and ForeSee helps me do that.”

| JIM BASSETT, HEAD OF DIGITAL OPERATIONS AND ANALYTICS AT HOME RETAIL GROUP

W W W. F O R E S E E . C O M [ CUSTOMER EXPERIENCE ANALYTICS ]

CASE STUDY | ARGOS

A B O U T F O R E S E E

Founded in 2001, ForeSee is the pioneering leader in Voice of Customer (VOC) solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide — in retail, government, financial services, healthcare, consumer packaged goods, and other industries — have transformed their VOC programs into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched 175 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements. A subsidiary of Answers Corporation, ForeSee is headquartered in Ann Arbor, MI and has offices in Mountain View, New York, St. Louis, Cleveland, Vancouver, and London. For more information, visit www.foresee.com.

C O N T A C T U S

To learn how we can help you gain comprehensive insights into the impact and value of your customer experience, please contact us at 800-621-2850 or sales@foresee.com.

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QUICKLY IDENTIFY, ISOLATE, PRIORITIZE, AND FIX COMMON ISSUES

By keeping a daily eye on the comments coming through the easy-to use, self-service Feedback tool, Bassett and his team at Argos are able to quickly isolate and fix high-level problems.

Bassett has developed a simple approach to analyse customer feedback and define next steps to resolve problem issues:

STEP 1. Extract data from ForeSee and process it (a simple, self-service process)

STEP 2. Manually analyse customer feedback

STEP 3. Categorize and benchmark customer issues into issue types (for example, navigation/search, trolley, payment, fulfilment, etc.)

STEP 4. Hold internal working sessions to prioritize issues

STEP 5. Document issues in ticketing system and facilitate further sessions with stakeholders on other teams

STEP 6. Monitor progress and report on it to relevant stakeholders.

One example of this simple approach was used when the team at Argos started to see frequent feedback about the live chat feature. By following the established workflow for quickly identifying, prioritizing, and fixing issues, Argos was able to immediately address simple fixes as well as make a plan for longer-term changes.

SOCIALIZE AND SHARE INSIGHTS

ForeSee Feedback has become a critical tool not only for the digital operations team at Argos, but for various teams across the organization.

“We’ve found that communicating internally about issues that need to be addressed has become much easier since implementing the Feedback tool,” said Bassett. “Our product development team has come to really rely on this data —in fact, the top product, feature, and functionality enhancements

accomplished this year were the ones most requested by customers. ForeSee Feedback has given us a way to easily socialize our findings and gain internal consensus on priorities.”

CONVENIENT, EASY, SELF-SERVICE PLATFORM

“It couldn’t have been easier to set up and use,” says Bassett. “We saw a big difference almost immediately, and it’s simple for me to configure, deploy, and modify our survey without much trouble.”