STW gets 40 per cent stake in Feedback ASAP
STW communciations group has taken a 40 per cent share in customer feedback platform – Feedback ASAP.
The announcement:
STW Communications Group, Australia’s leading marketing content and communications group, has cemented its market-leading position in customer experience tracking and mystery shopping services, today announcing it has taken a 40 per cent position in ‘voice of the customer’ specialists Feedback ASAP. The investment has been made as part of STW’s joint venture agreement with international field marketing leaders Smollan, which was announced in July this year. It is another step in an expansion strategy in the broader field marketing sector, which is often closely aligned with in-store auditing and customer feedback services. In May this year STW purchased specialist field marketing and merchandising company Quality National Team (QNT).
Feedback ASAP uses the latest in mobile phone technology to track customer satisfaction and loyalty and was established by Phil Prosser, founder of GAPbuster Worldwide, one of the world’s largest mystery shopping companies . “Feedback ASAP is an outstanding business model that fits perfectly with our existing capabilities in the areas of field marketing, mystery shopping and customer auditing. It further cements our position in the retail sector, and provides another platform from which we can fast-track our growth and service offering to clients,” said STW’s CEO Michael Connaghan. “Phil Prosser is a pioneer globally in the customer experience management, and his vision and forward-thinking approach will be a real asset to STW’s growing expertise in this area. Feedback ASAP has also developed a range of market-leading customer tracking tools that add another powerful element to our capability.” Feedback ASAP’s CEO Phil Prosser said he was excited to partner with STW and Smollan, and take“the business to a new level”.
“We were keen to become involved with STW because it is particularly progressive in this area, and has already shown high commitment to growing the sector,” he said. “STW’s highly strategic approach made it a great fit with our business, and we’re looking forward to further development.” Feedback ASAP currently services organisations from the insurance, appliances, health club, car rental, call centres and retail sectors. It also provides services to companies operating loyalty programs.
STW’s strong existing capabilities in the field marketing area extend from creative ideation (Evocatif, ICRE8, Punch, OgilvyAction), mystery shopping and customer auditing (HOED, CBS), through to retail and merchandising (QNT). All field marketing, mystery shopping and customer auditing activities in Australia and New Zealand are undertaken in conjunction with Smollan Group, as part of the Joint Venture announced in July.
Source: STW Communications Group press release
