JD Sports completes TruRating project

JD Sports has rolled out TruRating’s customer ratings platform across its 360 stores.

The retailer reports that, since go-live, over six million customers have given feedback. They are asked a single anonymous question as they pay and push one button to rate from 0-9 on the payment device. Questions rotate between transactions.

“The beauty of TruRating is the way in which it simply plugs into our existing payment platform but is flexible enough to be moulded to meet our precise needs. For instance, we can use the custom questions to ask really granular, business critical questions and the huge, representative sample means we fully trust the responses,” says Wayne Davies, JD Sports Retail Director. “With other customer experience programmes, the statistics never matched what we could observe in the store. That’s because we only got a handful of responses per store per quarter. But with TruRating, the numbers make sense. Millions of proven customers are feeding back to us on an ongoing basis. It means we know which stores are going above and beyond for our customers, so our reward system is fairer and managers are taking notice, improving performance.”

Davies adds: “NPS has always been important to us, but we’d never been able to fully understand what’s driving this on the shopfloor. With TruRating, we can actually identify and target areas for improvement, monitor customer sentiment and see how this impact in-store experience. Most important of all though, is that we’re continuously improving the shopping experience for JD Sports customers — helping us enhance service levels. A real testament to the success of the solution is the enthusiasm it is now getting across the wider JD Sports Group.”