Little Rock-based Dillard’s, often seen as a traditional brick-and-mortar retailer, continues to tap technology and push its omni-channel efforts forward.

The retailer recently linked up with OpinionLab to get customer feedback at all “touchpoints” and gain ideas into how to deliver the best experience to consumers wherever they engage, research and shop.

Aside from gleaning customer insights, Dillard’s hope to monitor and optimize its customer’s shopping experience in real-time.

Woody Chin, chief information officer at Dillard’s, said delivering exemplary customer service is paramount regardless of where customers choose to shop.

“We believe our decision to select the global leader in Voice of Customer, is a true testament of our commitment – making it even easier for our customers to provide feedback and for our company to act on that feedback,” Chin noted in a release.

OpinionLab collects and interprets more than 10 million location-specific comments every month in 32 languages and in more than 200 countries. Other companies who use OpinionLab analytics are Wal-Mart and Ford Motor Company.

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The City Wire Staff