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Published
Mar 1, 2018
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JD Sports rolls out customer feedback technology

Published
Mar 1, 2018

JD Sports has launched a new customer feedback technology across its 360 stores. Since going live, the sports retailer has asked over six million customers to rate the company based on their shopping experience.


Photo: TruRating


The technology from TruRating, plugged into JD Sport’s existing payment platform, sees customers asked a single anonymous question as they pay. Questions rotate between transactions, allowing the company to get almost immediate answers on a variety of customer experience aspects.

Additionally, ratings are tied to transaction spend, helping the retailer understand the ROI of any measures they take to improve customer experience.

“With other customer experience programmes, the statistics never matched what we could observe in the store. That’s because we only got a handful of responses per store per quarter. But with TruRating, the numbers make sense. 
Millions of proven customers are feeding back to us on an ongoing basis. It means we know which stores are going above and beyond for our customers, so our reward system is fairer and managers are taking notice, improving performance,” commented Wayne Davies, JD Sports Retail Director. 

The British company said results have already helped to measure the reach of its Christmas TV adverts and discover which stores are performing better in terms of customer service and why. The data has also enabled JD to identify and target areas for improvement, monitor customer sentiment and see how this impacts the in-store experience.

Georgina Nelson, founder and CEO of TruRating said: “Collecting and analysing customer feedback has historically presented retailers with a number of business and technical challenges – response rates are low and they don’t know if the feedback of an animated minority reflects their wider customer base.

“With our technology sitting on the payment terminal it’s easy for merchants to ask every customer a quick question and get responses they trust. We’re thrilled that JD Sports recognise the value of the insights and the ability they now have to make more informed decisions and improve the customer experience.”

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