How Fortnum & Mason keeps a Net Promoter Score above 80
Fortnum & Mason has sold teas, fine foods, and provisions on London's Piccadilly since 1707. Exceptional service is what sets it apart, so it measures how guests feel at every point in their journey, on every channel, including those who do not buy.
01The challenge
The challenge: measuring customer experience in luxury retail
Understanding how guests feel, not only what they buy.
At a brand like Fortnum & Mason, exceptional service drives growth. To stay relevant to more people, more often, the business wanted a much better understanding of how guests felt, so it could keep improving the experience it is known for.
That meant hearing from every guest, including the ones who leave without buying anything.
Net Promoter Score maintained above 80. The scale runs from minus 100 to 100.
02What changed
The fix: Net Promoter Score and satisfaction surveys across the customer journey
Feedback at any point in the journey, on any channel.
Fortnum & Mason measures guest satisfaction and Net Promoter Score continuously. Guests can leave feedback at any point in their journey, across any channel, building a complete view of the Fortnum's experience.
The insight shapes strategic and operational decisions, and it is also acted on in real time.
Every guest who scores below 7 is offered a call back within 24 hours.
03The result
The result: closing the loop with a 24-hour call back
Recovered guests come back.
Any guest who leaves a score below 7 is offered a call back within 24 hours, so dissatisfaction is dealt with quickly. A quarter of the guests who go through this close-the-loop process return to buy again, and give a higher score after their next visit.
Share of guests who return after a close-the-loop call.
Fortnum & Mason results at a glance
Fortnum & Mason is a luxury department store founded on Piccadilly, London, in 1707. In luxury retail, a Net Promoter Score above 80 is exceptional, and service recovery protects both loyalty and reputation.
| Measure | Before | Result |
|---|---|---|
| Net Promoter Score | Not reported | Consistently above 80 |
| Call back for scores below 7 | No standard | Within 24 hours |
| Recovered guests who buy again and score higher | Not measured | 25% |
How to run a program like Fortnum & Mason’s
- Survey on every channelInvite feedback in store, online, and after delivery, including from guests who do not buy.
- Track Net Promoter Score continuouslyMeasure it all year, not once a year.
- Set a recovery ruleOffer a call back within 24 hours to anyone who scores below 7.
- Measure the recoveryTrack whether recovered guests buy again and score higher next time.
Voice of Customers runs every step on one platform, from the survey to the follow-up.
Exceptional service and memorable experiences are synonymous with the Fortnum & Mason brand, so understanding how customers feel about us is a key priority. We decided to work with [Rant & Rave] because we know that they understand the importance of capturing customer emotion in the moments that matter, even from those customers who don't purchase.
What they use
The parts of Voice of Customers behind Fortnum & Mason’s results.
Every module runs on one platform, with surveys by text message, email, voice, and web form, a sentiment engine that reads every comment, and follow-up that gives each unhappy customer an owner.
- Feedback on every channel
- Net Promoter Score tracking
- Close-the-loop call backs
- Feedback dashboard
Take it with you
Get the Fortnum & Mason case study as a two-page PDF.
The results, the charts, and how they did it, in a format you can forward to your team or bring to a budget meeting.
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Bring one journey you want to hear more about, such as a repair, an appointment, or a support call. We will show you the survey, the dashboard, and the follow-up built around it.