“Today, it’s not only important for us to measure the sales we have in the stores, but it’s also very important to measure how the customers feel about us.”

Morten Schwartzmann, Nordic Productivity Manager, Elkjøp

Elkjøp Leading Consumer Electronics Industry with Excellent Customer Service

Elkjøp is the largest consumer electronics retailer in the Nordic countries Owned by UK retail giant Dixons Carphone, Elkjøp operates 400 stores in six countries and employs over 10,000 people.

In May 2013, the HappyOrNot service was launched in most Elkjøp and Elkjøp concern stores with the aim was to strengthen their industry leadership in terms of customer service, pricing and quality, so when Elkjop was searching for the right fit for their organization, HappyOrNot stood out as the best service that would provide them with means to achieve these goals.

Over 500 Terminals are deployed across Elkjøp locations today, with many having two Terminals in use to measure the customer satisfaction at the exit following a purchase and in the after-sales facilities.

High Feedback Volume and Trusted Results

To date, Elkjop has collected over 45 million customer feedbacks, an average of 650,000 each month, in all locations. The response data is analyzed by store managers on a daily, weekly, and monthly basis to compare the level of customer service and introduce measures to address specific problems areas.

The Smileys have helped Elkjøp to:

Significantly increase feedback volume Significantly increase feedback volume
Identify high performers and replicate to other stores Identify high performers and replicate to other stores
Capture customers’ true opinion of the brand Capture customers’ true opinion of the brand
Monitor satisfaction at checkout and in aftersales Monitor satisfaction at checkout and in aftersales

Hourly Performance Data Enables Quick Adaptations

The Smiley feedback machines have made it extremely easy for Elkjøp’s customers to give instant feedback on our service every day, on average 18-20 % of the total footfall, giving security to the assessment of operational changes based upon the data.

Each morning, Elkjøp managers discuss the feedback results by reviewing the reports to see the satisfaction hourly trends against how many customers and employees were in store. This helps Elkjop to easily adapting to the number of available staff and availability of products to make sure our customers leave their stores satisfied.

Elkjøp also uses the results at the corporate level to see if there are any special periods in which unhappy feedback is higher in a certain area, in order to immediately start investigating into the cause for the unhappy feedback, and make the needed fix.

“It’s Very Important to Measure How the Customers Feel About Us”

“Today, it’s not only important for us to measure the sales we have in the stores, but it’s also very important to measure how the customers feel about us,” says Morten Schwartzmann, Nordic Productivity Manager, Elkjøp.

He continues: “HappyOrNot is always doing what’s in the best interest of the customer. As a customer, you feel like you’re fit for the future because HappyOrNot is developing their products and services so that they are fit for the future as well.”

Tool to Reward Employees for Excellent Service Performance

An additional benefit that Elkjøp has found is that the continuous customer feedback has motivated their employees to do their best every day.

The HR friendly and positive approach of the Smileys provides Elkjøp with an excellent tool to reward the best stores of the chain, arrange contests for the stores with the most satisfied customers, and perform other activities that uplift the team spirit and make daily work more fun.

About Elkjøp

Elkjøp is one of the leading international electronics retail chains with operations in Norway, Sweden, Finland, Denmark, Czech Republic, and Slovakia. The goal is to provide its customers with good value for their money, as well as an easy and pleasant shopping experience, and the vision is to be Earth’s most customer-oriented retail chain.

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