Enhancing the John Lewis experience

Challenge

Given ever-changing shopping behaviour, across desktop, mobile devices and ‘bricks and mortar’ stores, John Lewis desired robust insight on every touchpoint along the customer journey – with data collection methods shaped to each context in which customers engage with the brand.

Approach

ABA has created a bespoke, multi-method programme that delivers a definitive account of the John Lewis customer experience. Real-time insight, secured via a closed-loop feedback portal, drives immediate action. Quarterly Board reports set out how the key drivers of experience square with business objectives.

Outcome

In 2014/15 alone, NPS rose almost 20%. John Lewis won several awards for service and achieved the highest score in the UK Institute of Customer Service’s Customer Satisfaction Index. Shopper numbers were up by 4% and the 1.4 million my John Lewis members shopped more regularly.