While measuring customer satisfaction is a priority for retailers, a merchant with a physical, online and delivery presence has a lot of contact points to measure. In Staples' case, there are 29 distribution centers, each with its own fleet of trucks. BizRate data gives Staples a more granular look at distribution processes. Customer feedback is indexed against the relevant distribution center or driver. As with anecdotal feedback, distribution feedback is translated into metrics and pushed out to the appropriate departments when there are problems.
Staples reads all customer feedback and responds to most of it.
But it wasn't until the 1998 holiday shopping season, when it did more business than management expected, that it made a serious effort to boost the revenue it earned. To do that, the company needed better site data. He eventually selected BizRate. After it began using BizRate, it saw an immediate jump in feedback. Given the amount of data gathered and the need to act upon it quickly, Warner Bros. tapped one employee to spend much of her time taking the feedback and distilling comments for weekly steering meetings attended by Clark, a vice president of direct marketing and three Internet directors.