2011 Silver Best user of email marketing

Client HMV

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? A fresh digital take on tried-and-tested loyalty measurement, grouping customers into ‘promoters’, ‘neutrals’ and ‘detractors’. Full integration with HMV’s POS sales data and purehmv (their loyalty card) delivers valuable and instantly actionable feedback and they can survey every eligible customer from any UK store, through an automated email programme followed by short pop-up surveys. The programme not only encourages loyalty but helps improve the post-purchase experience, while reducing, if not negating, potential negative word of mouth. The feedback filters to store managers within 24 hours, allowing them to call customers and put things right within seven days of purchase. This reinforces HMV’s commitment to customer service while giving management, regional and store managers access to feedback (rather than relying on mystery shoppers). The data will allow HMV to build feedback on service, product range, store layout and overall experience.

How did creativity bring the strategy to life? HMV wanted to reduce mystery shoppers and incorporate customer satisfaction and loyalty measurement into their wider email programme. We had to retain the original loyalty measurement question with a new level of insight and reporting. We departed from traditional retail satisfaction surveys with a personal and non-mechanical approach. Feedback can be actioned in the short-term (directly with customers) and long-term (formulating strategy addressing aggregated store feedback). Customers usually find questionnaires laborious but these designs are clear and clean, ensuring a better experience and minimising drop-off. The free text box gives managers instant undiluted feedback about what customers feel and want.

Results We expect to save HMV thousands in mystery shopper fees over the next year. Store visits trigger approx. 8,500 emails weekly, translating to 444,000 per annum. 36% Open, 23% Click and 64% Action rates provide huge retail satisfaction insight. The majority are promoters with positive scores (over 60% score a respectable nine or 10). From all detractors surveyed, three out of four agree to provide contact details for a callback, reinforcing the message that HMV is about personal service and customer excellence. Supported by insightful analysis, the results will build over time giving HMV a powerful bank of information from which to fine-tune their in-store strategy.

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