QVC invites customer feedback online

The multichannel electronic retailer has launched online Ratings and Reviews from Bazaarvoice and intends to integrate its customers' voice across TV, interactive TV, mobile and web.

QVC has launched online customer ratings and reviews across its entire product range following a successful roll-out of the service for beauty and jewellery items.

The functionality, which aims to extend customer participation and inform purchases, will be hosted by social commerce technology provider Bazaarvoice, which also manages the review systems for Early Learning Centre, online lingerie retailer figleaves.com and Timberland.

Ultimately, QVC will integrate customers' ratings and reviews with the television broadcast as another tool to raise the level of customer interaction and feedback during the live show.

For example, graphics for specific products shown on TV will include the average customer ratings that were originally posted on the website.

"QVC looks to integrate its customer's voice in everything it does," said Gina Deeble, Head of Interactive Content at QVC.

"We feel very strongly that feedback from our customers is a powerful validation of the quality of the products and services we provide and is an important part of the QVC customer experience.

"The addition of online ratings and reviews is simply a continuation of our practice to integrate the customer voice into our business.

"We've been providing customer testimonials on the live show via telephone and SMS messaging for years".

Deeble added: "We launched ratings and reviews on our beauty and jewellery items in October and customer participation has been well beyond our expectations".

Over a fifth of reviewers have so far written three or more reviews.

Bazaarvoice's industry average is 10 per cent.

QVC is unique among multichannel retailers in that customer behaviour on the web can be influenced by the TV broadcast.

Pinpointing web behaviour has been difficult in the past as everything is totally integrated - the stock for web and TV is the same and counted in real time, and people buying on the web may have been driven to the site by the TV broadcast.

"Ratings and Reviews will help QVC measure online interaction and improve customer service, as well as enhancing the sales process on other channels," said Sam Decker, Chief Marketing Officer at Bazaarvoice.

"Customer reviews will also inform decision making by the buying team and it's likely that adding the customer voice to its website, QVC will also reduce returns".

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