Brayleys operates on the principal to “treat every visitor as a welcome guest in our home, every day, every time, without fail, no exceptions.”

More recently, the business has broken away from the historic use of the customer satisfaction index (CSI) and evolved into one that reacts almost instantaneously to customer sentiment gathered from a huge amount of data.

It found that conventional surveys and CSI questionnaires were too limited in scope, as they only allowed customers to respond to questions asked.

In 2020, Brayleys partnered with independent brand monitoring specialist Reputation as a means of collating real customer feedback, through unsolicited online reviews and social media channels.

Making use of ‘big data’ through a combination of artificial intelligence (AI) and Natural Language Processing (NLP) tools, Brayleys has been able to gain insights into the huge number of online reviews and social media comments its customers are making.

By listening to what its customers are saying, the retailer’s customer service strategy has evolved to become far more informed and has enabled it to make business decisions based on large amounts of data and feedback.

In its award entry, the company said: “We believe that simply buying customers to achieve great service is not a long-term sustainable strategy. “By being flexible and embracing change over the 20 years that Brayleys has been trading our business has continued to deliver outstanding levels of customer service and to reflect their changing needs and communication channels.

 

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