Digital Customer Feedback Key Results:
online feedbacks in 12 months help streamline processes and improve conversion
increase in customer satisfaction after adding a new payment method during checkout
and validating development initiatives that improve customer experience
less unhappy customers after customer service improvements
1.5 million online feedbacks in 12 months help streamline processes and improve conversion
Since introducing digital smileys to collect customer feedback 12 months ago, XXL has received 1.5 million feedback responses across different digital touchpoints. The digital operations are active in Norway, Sweden, Finland, and Austria.
Leif attributes this amount of feedback to the ease of setting up and implementing HappyOrNot and diversifying the methods through which XXL collects feedback from its customers.
“I told the HappyOrNot support team that I wanted a specific script for a survey we were running. They sent the HTML to us, and we gave it to the developers who used it to set up our digital smileys. It was a really simple way to get started.” Leif says.
XXL is collecting customer feedback across several touchpoints on the customer journey such as the order confirmation page, customer service interactions (chat and email), and delivery.
There are two processes on the website. The first one is completing an online order. After a customer fills in all their details, they end up on the order confirmation page where they see a short summary of their order and the digital smileys to share feedback on their buying experience.
Leif clarifies: “For XXL customers shopping online, this setup provides a seamless way to provide feedback since the digital smileys are integrated into the customer journey.”
The second process is the live customer service chat. Here, XXL uses the smileys to collect feedback from customers at the end of their interaction with customer service agents.
“By collecting feedback through the live chat, XXL also captures the voice of non-buyers, such as improvement suggestions and service level appreciation.” Leif explains.
40% less unhappy customers after customer service improvements
XXL wants to create a consistent customer experience in the different countries they operate.
“We use the Happy Index as a KPI in all our markets and follow the performance to see if they are hitting the KPI, and find out why or why not,” Leif explains.
XXL has been introducing measures to reduce customer service wait times and improve customer satisfaction, and the Happy Index score can be used to verify the effectiveness of these measures. In Austria, for example, the score went from 67 to 81 in 12 months – a 40% reduction of unhappy customers.
“HappyOrNot serves as a single source of truth for XXL’s customer service team. The improvements in the Happy Index scores keep them motivated as they can see how their efforts increase the level of customer satisfaction.” Leif concludes.
Customer service representatives have access to the results, and they regularly check the customer feedback to help them see how they are doing and what they need to improve on.
As the fastest growing apparel and sporting goods retailer in the Nordic region, XXL puts a premium focus on customer experiences. The Norway-based retailer aims to be the leading distribution channel for branded sporting goods, with customer satisfaction and pricing strategies being key values when it comes to its online operations and 90 retail stores across the Nordics and Austria. To learn more about XXL, visit www.xxlasa.com.