The scope of the Gallup Voice of the Customer Programme will commence with survey invitations to customers based on transaction activities for a subset of stores, to include flagship stores in London, New York and Tokyo.
Gallup will brief managers and staff of stores participating in the initial phase of the Voice of the Customer Research on the programme so they can make customers aware of this and respond immediately to questions they receive.
Managers and their teams will also receive training on how to access and use the insights available through the research, in a manner that provides actionable and timely feedback and allows for follow up with customers, if warranted.
Drawing from experience with other luxury and high value, high net worth environments plus insights from Burberry's existing customer and mystery shop research and social media sources, Gallup will design the programme to deliver a simple, effective and unobtrusive way to capture feedback. Specific to the understood importance of relationships among this type of customer, Gallup will seek candid feedback in an efficient manner and without being solicitous.
Customers will receive surveys in their local language, tailored to reflect the market and preferences based on their customer profile. Gallup anticipates implementing a census-based approach, valuing each customer and providing the opportunity to capture as many voices as possible without overwhelming customers through proactive management of invitations and sample to avoid over-contact.
The programme will use online surveys designed to include versions that display the optimal survey for any mobile device. The single-survey URL can detect what type of device a customer uses to access the system and provide specialised content and styling for that device.
The most common mode of feedback collection is via e-mail invitation to an online survey. E-mail invitations like the online survey itself are device-sensitive, automatically adjusting to the type of device or platform the customer uses to view the survey.
As part of the survey design, Gallup will work with Burberry to craft the appropriate branding and wording for all invitations and surveys. This includes appropriate languages and salutations, as well as adhering to Burberry corporate guidelines. Gallup can create store- and market-specific templates to ensure a tailored survey experience for customers. The templates can also incorporate and configure e-mail invitations specific to the customer's ownership profile and preferences, on the basis that a central library of store images coupled with the transaction data can link the invitation to the specific store where the transaction took place.
Gallup can conduct a telephone or in-person interview, when appropriate, for high value, high profile or celebrity customers. These interview options reflect the value and importance of the relationship with the specific customer, and allow Burberry to explore in a more in-depth manner specific aspects of the transaction or the broader relationship between the individual and the brand.
For such instances, the Gallup interviewer will receive a full briefing from the relationship lead at Burberry, to ensure that the interviewer explores the appropriate areas in a sensitive manner during the course of the conversation.
The SMS survey invitation can trigger and directly or indirectly deploy SMS to online survey invitations, and collect feedback via SMS-to-SMS surveying. Options include:
Top photo © Burberry