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Voice of the Customer

Leading gaming retailer Ladbrokes has made sweeping changes to its digital channels, including their online and mobile presence, putting them ahead of the rest of the competition after listening to feedback from their Voice of the Customer insight programme.

The programme has been specifically designed by leading Voice of the Customer specialist’s eDigitalResearch to measure Ladbrokes’ customer experiences across channels to help optimise a dynamic multi product and multichannel business.

Feedback has been collected across nine Ladbrokes touch points in total, including in-store, online and via their mobile app, using eDigitalResearch’s flexible multichannel survey tool. Channel results are then fused with additional behavioural data to help provide Ladbrokes with a more holistic picture of how the brand is performing across their entire multichannel customer journey and help Ladbrokes to differentiate their customer experience in a fiercely competitive market.

Changes to Ladbrokes digital channels – including their website and mobile app – have already had a huge impact on the Ladbrokes digital customer experience, improving functionality and overall performance, helping to cement Ladbrokes’ position as a leading gaming retailer.

Programme results are shared throughout the entire Ladbrokes business so that all departments – from operations to touch point managers – understand what needs to be done to ensure that Ladbrokes’ customers are receiving the best experience possible.

Elaine Kelly, Customer Experience Manager, explains, “We run a very diverse and complex business, engaging with our customers across a number of different touch points. At Ladbrokes, we’ve always put a big emphasis and value on our customers and are always looking at ways we can improve the Ladbrokes customer experience. We needed a research supplier who could provide a dynamic overview of how the Ladbrokes brand is performing at any one time, helping us to embed and stich the Voice of the Customer into everything we do. eDigitalResearch really took the time to get to know the ins and outs of everything we do and have become an instrumental partner in helping us to dig deeper into what our customers are saying, effectively spreading the word with our stakeholders and helping us to provide our customers with the very best experience possible”.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “It is so important for brands and businesses these days to listen to the Voice of the Customer, especially brands who run a complex multichannel operation such as Ladbrokes. Our flexible Voice of the Customer insight solution provides Ladbrokes with the granular level of real-time insight they need not just for their business as a whole, but across each individual touch point and customer journey to help them to move forward in an increasingly competitive marketplace”.

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