HMV: Loyalty measurement

HMV, the UK music and entertainment retailer, wanted to take a new approach to measuring customer loyalty and satisfaction by gaining direct feedback from customers and addressing any negative experiences immediately, thus minimising negative word-of-mouth.

HMV: Loyalty measurement

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THE TEAM

Mark Brennan, Nathan Sukkar, Leigh Brady, Dave Liddle, Hima Uddaraju, Matt Button, Jason Toy, Nicole Ward, Dan Martin, Nico Friis.

WHAT IS WONDERFUL ABOUT THIS WORK?

A sophisticated triggered programme allows HMV to harvest customer feedback and deal with potential negative word of mouth. Timeliness and relevance were needed to make this stand out. Metrics: 36% Open, 23% Click, 64% Action. 23% of all customers sent the survey respond. 75% of detractors agree to a personal callback from the store manager.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

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