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How H&M Israel improved and accelerated processes through customer feedback


H&M is an international Swedish fashion chain that sells clothing for men, women, and children. It also offers a wide range of shoes, jewelry, bags, and household goods. The H&M franchisee in Israel is Match Retail Ltd., a Union Group company, controlled by George Horesh. H&M opened its first stores in Israel in 2010 and today, it operates 21 stores.


Retail, fashion, and consumer goods


To understand and improve customer experience in stores


Requesting customer feedback post in-store purchase


Quick solutions to recurring complaints and high satisfaction, exceeding industry benchmark NPS index


The challenge was to measure and improve customer experience in Israel’s competitive retail industry, while maintaining a high customer satisfaction level in stores. 


Match Retail uses Howazit’s VoC (Voice of Customer) solution to measure customer satisfaction after in-store purchases. Through an interactive and automated chatbot, the company collects customer feedback. This helps to better understand true customer desires and needs, as well as to improve their level of satisfaction. The chatbot also includes an NPS question – a loyalty index.


According to Lilach Flato, the director of marketing and customer experience,

Management waits with anticipation for the weekly report containing open text feedback from customers. Receiving customer feedback has helped to significantly shorten internal processes – and many times, the solutions are applicable and easy. Thanks to working with Howazit, we are enabled to resolve many of our customer complaints quickly and efficiently.”

Following the effective handling of repeated complaints and responding to customer feedback, customer satisfaction and loyalty levels have increased to above the industry benchmark.

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