The pandemic has shown how important it is for retailers to stay in tune with their customers to rapidly respond and adapt to changes in behaviors and shopping habits. As a result, Marks & Spencer was looking for a program to help them analyze real-time customer feedback and metrics to set their digital transformation agenda — putting their customers at the heart of every decision they make.

Marks & Spencer turned to KPMG in the UK and Medallia to power the transformation of its customer experience that links insight to sustainable business impact.

Using Connected Voice of the Customer, the team is helping the company make better business decisions so it can focus on what’s most important in driving performance and eliminating unnecessary costs. This can ultimately support the company’s wider business transformation vision, helping it make better use of its data with the goal of driving decision making across the business.

Marks & Spencer’s collaboration with KPMG in the UK helps the business capture and analyse what customers say, do and feel. In the end, the program’s goal is to deliver better customer experiences while unlocking commercial value, removing the guesswork from executive decision making by helping them translate high volumes of customer data into insights that inspire real action.

Are you putting customer insights at the heart of your digital transformation?

Working together with KPMG in the UK and Medallia will give us rich insights from across our customer base and channels like we have never had before, enabling us to offer the services and experiences our customers are looking for across our stores and M&, supporting our transformation and ensuring we emerge stronger from the pandemic.

Katie Bickerstaffe
Joint Chief Operating Officer at Marks & Spencer


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