Blacks Leisure is to expand its online customer feedback system after a trial ran in two thirds of its Blacks and Millets stores.

The trial began in September and customers were prompted through their till receipt to complete an online survey that has been created with customer experience management firm Empathica.

Initial feedback has led to the trialling of different ranges, and also to recognising store staff who provide excellent customer service.

The feedback is under review but Blacks plans to offer all stores access to the system from January.

Blacks Leisure customer insight director Richard Hitt said: “Customer feedback goes straight to senior management. It is not just facts and figures, but real comments that are attached to monetary values. These customers are worth x to us.”

He added that the system allows the retailer to put customer opinions at the heart of everything it does. For instance, the system provides actionable feedback on the approach customers want
from staff, which allows the retailer to identify stores where this is not happening.

The questionnaires are tailored differently for Blacks and Millets customers, and invite feedback on store environment, speed of service, helpfulness of staff, value for money the shopping experience.