Clothing retailer New Look has announced it will use new cloud-based technology to improve its customer experience (CX) and capture customer feedback across its stores, website, app and contact centre.

Installed in partnership with technology company Medallia and experience management consultancy Higher Oak, New Look will use the technology to gain insights into consumer behaviour.

New Look said the move is part of its plans to better understand the full spectrum of its customer base and expand its CX programme beyond stores.

The technology is integrated into New Look’s contact centre system and fulfilment and returns processes which the retailer said provides access to a centralised hub of consumer insights.

The technology uses AI-powered analytics to discover recurring themes within customer feedback which allows individual departments to take informed decisions.

New Look said that for fast-paced teams like the delivery and returns department, the real-time data updates have been valuable for addressing evolving customer needs and the new technology is already yielding results.

“We’ve been able to hit the ground running, with the collaboration equipping us with the tools needed to enhance every customer interaction, whether in-store or online,” said Craig Diggins, head of customer planning, data analysis and e-commerce at New Look. “We are looking forward to further exploring the platform to drive positive change for our customers.”

---