One in 15 of its customers will receive a 15% off coupon when they make their purchases. To redeem it they have to call a freephone number and give feedback about their shopping experience.
Customers give the service a rating from one to five. If they have received either a highly satisfactory or unsatisfactory service, they are invited to leave a voicemail explaining why.
The results and customer comment are made available to store managers over the web within 30 minutes of the call, allowing them to take action to resolve particular problems quickly.
Borders said the system, which has been brought over from its parent operation in the US, is the first of its kind in the UK. It has led the retailer to halt its use of mystery shoppers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
