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Serco partners with Retail Week in new report on the battle to win consumers

Published: 21 Oct 2014

Serco, the international service company, has partnered with Retail Week to produce a major new report which examines ways in which retailers can win consumers in today's retail battleground. This comprehensive report looks at a wide range of issues, drawing on in-depth interviews that have been conducted with a wide range of customer experience leaders, together with an evaluation of retailers' in store, online and multichannel performance via a series of mystery shops.

The report not only shows how retailers are continuing to push each other to achieve competitive advantage but also demonstrates how pace setters are adding further impetus to the constant rise in customer expectations. The bar is being raised all the time with new technology and ideas with some retailers noting a 400% increase in the use of Twitter for service year on year. And yet it is in the area of service that companies are letting themselves down, scoring only 76%. Technology remains a key part of the battleground and yet there would seem to be a lack of 'game-changing' technology to enhance the customer experience. Although many are on the right path, the report's participants indicate that no one is there yet.

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"An in-depth focus on Customer Experience is very timely," says Sadiq Mohammed. "The pressure on retailers to provide a seamless, responsive and personalised service that will protect, nurture and develop the experience of customers is immense. So too are the commercial opportunities that exist for those retailers who get it right across increasingly diverse channels. The report's findings are certainly thought-provoking and show that as lessons continue to be learned, new technologies are embraced and customer expectations continue to rise, so new customer experience benchmarks are being created."

The report's findings will feature in a special conference organised by Retail Week where Sadiq Mohammed, Serco's Business Development Director, will be a guest speaker and panellist alongside leading representatives of the Retail industry. The Customer Experience Conference is being held today at 30 Euston Square in London and will provide retailers with examples of best practice, new cutting edge techniques and ideas to help them rise to the challenges of building a coherent customer experience strategy.

As Business Development Director, Sadiq has played a central role in the continuing growth of Serco's retail business unit where clients now include Shop Direct, JD Williams, Freemans Grattan Holdings, and Ideal Shopping.

The Retail Week Customer Experience Report, in association with Serco is the latest report from the leading publication serving the UK's retail industry. Copies of the report are available at from


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