Iceland Foods reveal new focus customer relations strategy


Iceland Foods has revealed a new focus in its customer relations strategy, placing feedback, community spirit and brand perception at the heart of its operations.

Developed in partnership with customer experience management Empathica, ‘My Iceland’ has been designed to capture feedback from Iceland customers, with the aim of identifying issues that will help the brand to continue developing the brand’s customer satisfaction and loyalty.

“We wanted to send a clear message to our customers that we’re here to listen to their feedback and exceed expectations when it comes to their Iceland experience.” said Iceland’s retail operations manager Steve Pennington.

“The thinking behind the new programme came from wanting our customers to feel that Iceland is at the heart of their community and that we welcome their feedback to help us improve. It’s about moving past static measures of performance to a more dynamic, fluid strategy that gauges how real customers interact with and perceive our business.”

Laura Ellis, trading operations manager at Iceland, added: “All the supermarkets are slashing their prices to encourage shoppers to shop with them. We already offer excellent value for money, and want to show our customers that they can get great value and excellent service every day at Iceland – that’s our point of difference”.

The new programme will run alongside Iceland’s mystery shopping initiative, and will assess the customer experience in Iceland stores, along with their delivery service. The data collected from these results will then be fed back to location managers, with around 1,000 customer responses generated each day.

Pennington continued: “The new programme has also proven to be hugely motivating and empowering for our employees, as it allows customers to identify where they have received exceptional service and feedback to individual members of our team. The Empathica system generates a customer ‘WOW’ and flags up the comment to the store manager, which has helped massively with getting buy in from our store teams – the programme has quickly become part of the Iceland DNA.”

Iceland operates more than 750 stores in the UK, and was named by the Sunday Times Best Companies survey as the Best Big Company to Work For in the UK in 2012 back in February.

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