M&S partners with Medallia and KPMG for global Voice of the Customer programme

In June 2021, M&S announced it was partnering with customer experience specialist Medallia and KPMG for the launch of a new Voice of the Customer programme across its UK and international business.

Powered by Medallia technology and delivered by KPMG UK’s customer consulting team, the programme is set to support the retailer’s end-to-end customer experience transformation by bringing together all its data sources worldwide into a single platform. This will provide a real-time, connected view of the customer experience across M&S’s operations for the first time, supporting its transformation and helping use data to drive decision-making.

The programme is set to launch in the coming weeks with the contract lasting for four years.

Medallia’s experience management platform will be deployed across all M&S stores and websites as well as its global contact centres, where it will also integrate with its existing CRM system and social media channels. KPMG in the UK will combine the insights from this platform with its retail and CX best practices to focus on driving ongoing business change, operationally and strategically.

COO Katie Bickerstaffe said: “The last year has shown how vitally important it is for businesses to be able to stay in tune with their customers in order to rapidly respond and adapt to changes in behaviours and shopping habits. 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&S.com, supporting our transformation and ensuring we emerge stronger from the pandemic.”