Burberry Global Voice of the Customer Programme
As Burberry embarks on its next growth phase, it is vital to listen and understand the voice of the customer market by market, store by store.
The proposed global Voice of the Customer Programme couples Gallup's in-depth understanding of how to measure and manage customer engagement drivers within luxury with the recognized best-in-class Medallia platform to capture and report findings within each store, at the country level and across the entire business for corporate users.
Achieving best-in-class levels of customer engagement in highly demanding competitive premium and luxury markets requires an understanding of what really drives loyalty, and the ability to act on this information at a local level. Gallup's proposed programme considers not only the desired outcome, but also a detailed strategy to accomplish goals at every step.
Gallup built the programme on the foundations of a clearly defined strategy, one that Burberry can consistently execute across all markets in a structured fashion that meets the needs of each and every stakeholder.
Gallup designed this approach with all stakeholders in mind, understanding that all levels of Burberry -- from global marketing and design to national sales organisations, store managers and staff -- have an impact on the potential loyalty of Burberry's customers of today and tomorrow. Without a consistent approach to capturing this loyalty in a meaningful manner, Burberry is unlikely to achieve alignment in execution.
Gallup's experience working with other leading global brands in their pursuit of outstanding levels of customer loyalty and engagement provides the blueprint for the programme.
The customer experience is a vital element in the programme. Gallup offers a premium experience for Burberry customers across the globe, providing opportunities to share their opinions online, with options to conduct "white glove"* interviews with specific clientele when appropriate.
Medallia's market-leading online and real-time reporting platform provides Burberry store managers and corporate decision makers with a new and engaging way of managing the customer experience one customer at a time -- a vital component of Burberry's customer engagement ambition.
Measurement alone is insufficient to achieve outstanding customer engagement. Gallup's understanding of the factors that drive engagement across the customer journey are not limited to the interactions within stores. However, in order to embark on the first steps of the voice of the customer programme, Gallup anticipates that the first phase will consider the in-store experience.
Gallup recognizes that interactions with staff in stores is a reflection of the level of engagement of store staff, and that education and coaching may be required to effectively embed a customer-first philosophy across all touchpoints and create behavioural change. Gallup built the proposed approach using an applied understanding of how to achieve change across direct associates and store networks, gleaned directly from Gallup's work with some of the world's leading premium and luxury brands and retailers.
Navigate this microsite to learn more about the proposed programme design. Explore the ways you can see and use results as a store manager or as a corporate user. Review case studies and examples of Gallup's ongoing research about the drivers of market-leading loyalty and performance.
If you would like to speak with a Gallup representative for further information about the programme, please e-mail Leslie Rowlands and he will contact you shortly.
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*Gallup can conduct "white glove" interviews either by telephone or face to face, with specific individual customers who may wish to have an extension of the personalised service rather than complete an online survey, or when there may be some specific or sensitive areas to explore in a qualitative manner to provide a richer understanding via in-depth feedback.
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