Ever since Forrester began conducting its Customer Experience Index study, retailers have topped all other industries. They not only have the highest average scores (as rated by their own customers), they comprise the majority of the companies in the “excellent” category. In fact, the only other industry that comes close to retailers is hotels.
That’s one reason why we’re delighted to have Jo Moran, head of customer service for iconic retailer Marks and Spencer, speak at our Customer Experience Forum EMEA in London on November 19th and 20th.
The other reason is that Jo has been on a journey to boost Marks and Spencer to a higher level of customer experience maturity — which is exactly what our forum is about.
In the run-up to the event, Jo graciously agreed to answer our questions about what she’s done so far and what she’d do differently if she had it to do over again. Her answers appear below.
I hope you enjoy her responses as much as I did, and I look forward to seeing many of you in London on November 19th and 20th!
Q. When Marks and Spencer (M&S) first begin focusing on customer experience? Why?