Smiley Digital bring out the customer’s online voice
When it comes to online stores and websites, customer experience can be one of the most important competitive advantages. Since Elkjøp customers are the ones actually using the online services, they know best—and it pays to make improvements based on their feedback.
An average weekday at a single, country-specific Elkjøp web store results in about 800-1,000 feedback responses through HappyOrNot Smiley Digital, whereas weekends and holiday amounts can be nearly double. The numbers rise exponentially, like during seasonal peaks such as Black Friday in 2019, where Elkjøp received over 45,300 feedback responses in the Nordic countries.
Through the Smiley Digital, Elkjøp has uncovered important points for improvement, underlying reasons for abandoned baskets, and challenges with the online purchase or order process.
For example, thanks to customer feedback, Elkjøp has found out about challenges with certain payment methods and delivery options, as well as difficulties customers have faced when searching for and buying add-on products and services. Customers have also been able to give interesting open feedback on campaigns, offering their own suggestions and ideas.
“Our customers give a lot of feedback that can be used to improve our customer experience. For example, through the Smiley Digital our customers suggested adding filters and categories to certain products. It might feel like a small thing, but it’s really useful for a lot of our customers,” tells Tommi Kortman, eCommerce Manager at Gigantti (Elkjøp Finland). “It’s great to have this connection with our customers also in the online world with Smiley Digital, even if we don’t get to meet them face to face.”