How JACK & JONES gained 35% more satisfied customers in 6 months

Setting New Standards for Customer Experience

JACK & JONES launched the  HappyOrNot service to all 25 store locations across Finland to get meaningful real-time Customer Experience data that they could act on. Their key goal was to reach their sales targets without compromise to their customer service level.

Satisfied customers are happy to return, so making sure buyers and non-buyers alike leave the store with a smile on their face is a top priority. With the Customer Experience data insights, JACK & JONES aims to understand the correlation between sales, footfall and Customer Experience, and to turn visitors into buyers by delivering an exceptional in-store experience.

“We used to use other methods such as exit surveys and mystery shopping, but the amount of data was simply too small to back up our decision-making. With HappyOrNot, we get a high participation rate and Customer Experience data that matters,” says Mika Puolimatka, JACK & JONES Retail Operations Manager.

Customer Feedback Analytics Help in Optimizing Customer Experience

Through the customer feedback analytics, JACK & JONES Store Managers and Area Managers have been able to identify a connection between positive customer feedback and boosts in conversion rates. Now, they can also identify certain patterns in customer satisfaction levels and the reasons behind the feedback with the HappyOrNot Smiley Touch.

“We saw that we were getting more red Smileys on some weekday evenings and Saturdays between noon and 5pm. I rescheduled our work shifts and breaks, and quickly noticed the amount of red Smileys decreasing. This type of concrete actions are motivational for us as Store Managers, and they enable us to show exact data on how we have optimized resources without compromising on customer satisfaction,” explains Store Manager Tanja Sormunen.

“HappyOrNot is a Great Way for Us Managers To Motivate Teams”

“Every single action taken by our staff matters. And I love how our customers leave open feedback to thank a certain salesperson or the whole team who served them. We have found out, for example, that even when both sales figures and the HappyOrNot data are great, our staff might feel stressed.

“Our staff is amazing and dedicated to their work. HappyOrNot is a great way for us managers to motivate teams—we can show them the data and compliment them on the work they’re doing, as well as let them know that everything is fine and their work is important,” says Petra Wallenius, JACK & JONES Area Manager.

Real-time Insights Reveal How Employee Satisfaction Affects Customer Satisfaction

JACK & JONES quickly discovered the correlation between customer satisfaction and employee satisfaction.

 By asking employees how their work day was and by asking customers how they felt about the service they received, JACK & JONES is able to identify trends, compare results between locations, and even inspect Customer Experience and employee satisfaction at the workshift level to know whether improvements are needed. They can then take concrete corrective actions and test how improvements in employee satisfaction affect customer satisfaction.

“Customer Experience analytics and reports have become a daily motivation and leadership tool for us. Our staff’s professionalism and their attitude are visible results of this. Real-time Customer Experience data has made it clear to everyone in our team that every single everyday action matters, even the smallest ones,” tells a JACK & JONES store manager.