The score is based on Trustpilot reviews which FM have had the biggest influence on for us as a brand. FM have been really passionate about getting our Trustpilot score up and I think you should be so proud to see to this massive achievement, I know I am, and I know we couldn’t have done this without you all!
Wayne Russell, Senior Customer Service Manager at Superdrug
The Client
Industry: Health and Beauty Retail
Established: 1964
Head office location: Croydon, UK
Number of employees: 14K+
Annual revenue: £1.53 billion
A leading health and beauty retailer, Superdrug has nearly 900 locations across the UK and Ireland. For 60 years they’ve been bringing accessible beauty and equality of healthcare to customers and communities across the UK.
The brand is driven by the core belief of ‘Doing Good Feels Super’ and their mission to be customers’ first choice in up-to-the-minute beauty and health, loved for value, choice, friendly advice and fun.
The Objectives
When Superdrug partnered with FM, their main goal was to improve their reputation. Their Trustpilot score was setting at 2.3 out of 5 and their customer satisfaction rate was only 14. To achieve their goals, Superdrug wanted FM’s help to boost their customer experience, thereby improving satisfaction, advocacy and lifetime value.
The Solution
To improve Superdrug’s reputation, FM helped to transform their customer care offering. We did this in a number of ways.
Recruitment
We only hire the best advisors, and we know what your customers want. We used our knowledge to deliver fantastic customer service every time.
New Channels
We introduced webchat to Superdrug’s channel mix, a channel that helped them answer their customers quicker than ever.
Being Proactive
We introduced a new inbox specifically for negative reviews, so customer concerns are now handled faster by dedicated operators.
Simple Automation
We introduced simple automation that asked customers for a review after a chat, giving time back to our advisors to provide excellent customer care.
Customer Updates
We helped Superdrug implement a new email system that automatically kept customers updated with delivery estimates to help reduce incoming contacts.
Ongoing Changes
This year we extended webchat hours and streamlined similar customer queries into a single queue, allowing us to direct customers to self-serve options.
The Results
With the changes we implemented, FM were able to help Superdrug reduce their average customer wait time (across all channels) from 35.7 hours to just 5 minutes. We also improve customer satisfaction significantly, from a score of just 14 to 75.
When Superdrug partnered with FM Outsource, their TrustScore was sitting at 2.3. By October, their score had already risen to 4 – an increase of 74% in under a year – and they’ve been steadily improving ever since, all the way to 4.8; that’s an increase of 108%!
With FM’s help, Superdrug were named the most trusted brand in the world by the independent market comparison site money.co.uk. We achieved the same TrustScore for Superdrug as fashion giant Dior, putting their name in the same echelon as globally recognised and loved brands.
My team have worked so hard to improve customer satisfaction and encourage customers to leave positive reviews after a great interaction. It’s really rewarding to see that all their hard work has paid off!
Melissa, Campaign Manager at FM Outsource