Leading Finnish home electronics retailer Gigantti, a subsidiary of Dixons Retail, has been using an easy-to-use Finnish innovation to measure customer satisfaction. HappyOrNot is being used in 21 Gigantti stores – most of them since Spring 2013. Customers of Gigantti have already given over one million feedbacks.
With the help of the smiley kiosks, Gigantti management said it is aiming for an even better customer experience. The electronics giant made record profits in the accounting period that ended in April.
”Customer satisfaction is our most important guideline together with the sales figures. Sales figures tell us about the past, but with the help of the smileys we are able to see the future as well. A satisfied customer will return to our store, and also tell about us to his or her friends and family. We want to measure the customer satisfaction in a way that is as easy and attractive as possible,” said Janne Henriksson, chain operating manager of Gigantti.
Smileys paving the way to development – for the benefit of the customers
Gigantti wanted to find out why there are differences between the various locations and at particular times, and the HappyOrNot service makes it possible to compare results even on an hourly basis. Every day accounting for thousands of customers pressing the smiley buttons in the stores.
”At Gigantti, they study the results in a very systematic manner. Gigantti utilizes the information to improve its practices which benefits their customers. A knowledge transforms into something valuable when one knows how to use the information in an appropiate way,” said Arvi Väänänen, regional sales director at HappyOrNot.
Gigantti is ready to change its ways to work when it comes to work-shift planning, for example. The supervisors find it easy to detect the times that the customers potentially have been unsatisfied. Then they can allocate the shifts to the times when needed.
”Mostly, the reasons to push the red smiley are obvious; The waiting time may have been too long or the customer hasn’t found the desired product. To complement information about why the customers have been unsatisfied, we also have exit shopping groups. The smiley feedbacks tell us very clearly when and where an intervention of our exit shopping group is needed,” Henriksson said.
From vision to actions
”In the future, we want to be the world’s leading chain when it comes to customer service. To get to that point, we sincerely have to listen to our customers and take the necessary actions,” says Henriksson from Gigantti.
At Gigantti, the one million feedbacks will not fall on deaf ears.
”Gigantti hails its customers for the given feedback by re-scheduling some work shifts, for example. In that way, no matter what the place or time, the customer gets the best possible service,” said Väänänen from HappyOrNot.