Case Study: Phones 4u achieves long-term customer satisfaction and increased advocacy with NICE Fizzback (NICE Systems)

Phones 4u - Customer Case Study

Phones 4u, a UK mobile retailer with over 450 stores, set out to raise the industry bar for customer service by making in‑store staff the friendliest and most effective in the market. The company needed an ongoing way to collect large volumes of customer excellence data to measure satisfaction, advocacy and drive continuous improvement across its stores.

Phones 4u implemented NICE Fizzback: customers receive an SMS survey after purchase (moved to 32 days post‑sale), and an AI engine analyzes and categorizes verbatim feedback, routes issues, and calculates NPS and a combined Fizzback score displayed on real‑time dashboards. Tying NPS into staff bonuses and publishing store league tables drove motivated, customer‑focused behavior, resulting in higher long‑term satisfaction and advocacy, greater transparency, and clear data to inform business decisions.

Phones 4u

Jim Slater

Group Marketing Director