TECHNOLOGY

Joann collects customer feedback—in real time

BY Deena M. Amato-McCoy

A fabric and craft retail giant has a new tool that is helping it improve the customer experience across all channels.

Joann has deployed a solution that provides a real-time view into actual customer feedback across its 870 stores, e-commerce site and mobile app. By implementing the new tool, the retailer can now collect holistic, actionable customer feedback in real-time.

The solution, the Medallia Experience Cloud, supplements Joann’s existing analytics and CRM systems. It captures feedback across all channels and centralizes data from customers across all stores, online and the call center. The technology processes one customer comment every minute, giving associates the information they need to take action, and improve the customer experience.

Early results already show high engagement from Joann customers, with an initial 50% open rate and 20% survey response rates for solicited feedback. Team members are able to consistently monitor their stores’ comments, and an average 75% of actionable incidents are closed within 72 hours.

The company is continuing to explore rolling out the platform across other channels, including its buy online, pickup in-store and education programs, according to the retailer.

“Although we’ve served the craft industry for 75 years, we are constantly learning from our customers and looking for new ways to improve their experience,” said Steve Miller, senior VP, marketing & e-commerce at Joann. “To align and engage our tens of thousands of team members across the nation, we needed Medallia’s powerful platform that offered a holistic view of the customer experience, as well as the ability to easily see, drill down and take action on specific incidents.”

Miller noted that Joann recently launched a new concept store, which features new experiential offerings, merchandising and custom services, “and getting clear feedback on those changes will help determine how we move forward.”

The store, which opened in June in Columbus, Ohio, combines technology, dedicated community and learning spaces and new custom services.

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