Client case: IKEA
IKEA is the world's largest furniture retailer. With a huge number of visitors every day, keeping up with their opinion can be a challenge. At an IKEA store the customer experience is everything. From the moment you park the car, until you have checked out and left the area, every step is important.
IKEA uses 8 Second Survey for two main purposes.
1. Measure satisfaction level, and get instant knowledge of how to increase or maintain it.
2. Lower cost of showroom building, and increase sales with analysis of what the customers rank as more important to focus the layout around.
For these two purposes the floorstand kiosk
was chosen to catch the customers feedback on the go.
Measure satisfaction - and take action
There are two main areas where the collection of satisfaction level is implemented:
At the exit, and in the self-serve area.
First let's look at the question asked at the exit: "How satisfied are you with your visit?" to this question there is a page two in the survey, added where optional factors are rated. The average percentage of people that are willing to complete the two pages are 42% of the total respondent group. Compared with a survey that only has one question, an 8 Second Survey survey gets far more actionable data - and leaves every respondent happy with the survey experience.
The factors in this case are: Value for money, Product quality, Clean and tidy, Staff service and Easy to find what you are looking for.
Supervisors follow trends each day, and once a week they follow the Action Plan sent to their email. They show the Action Plan to the staff, and it clearly points out the factor to focus on that week. This awareness creates a common goal and increases performance.
Sometimes they want to know more details of how they should improve a factor. They either change the survey that week, or start a parallel survey that alternates. This new survey is equally fast and pleasant to answer, with an overall question and 3-5 factors. They often do this the last week every month.
Let's look at two examples:
- When they decide to explore the customers' satisfaction with the Staff the first question is: "How satisfied are you with the staff?" (Sometimes added with "in this department?")
the factors are: Availability, Paid attention to you, Service, Helpfulness and Knowledge of your question.
The analysis and Action Plan points out the factor to focus on, making the staff work on the right thing to increase the overall satisfaction.
- When they need to focus on how easy it is to find the right products the first question is: "How easy is it to find what you came here to purchase?" (Sometimes added with "in this department?")
the factors are: Enough information on the product, Staff availability, Waiting times and The product is in stock.
The analysis points the staff in the right direction.
To add to the understanding, the customers can write with their own words what they want to improve.
In the Self-serve area the factors are: Easy to find your product, Easy to bring your product with you, Staff availability and The goods were in stock. In this specific case, the analysis clearly shows that Easy to find your product is the main priority, giving improvements in display and information about where to find the products.
How to lower cost, and make showrooms more attractive
Let's look at targeted surveys in the showrooms. They use the same method with an overall question and optional factors, but a floorstand is placed in each showroom. By analyzing factors like Smart solutions, Style, Storage, Environmental thinking and Lighting one conclusion was made that the most important factors to improve overall in the showrooms were Smart solutions and Style. Except in the bedroom where Storage had a much greater impact.
Following these conclusions, the team responsible for showroom building have a greater knowledge of how to build showrooms that speak to the customers and make them more likely buyers.
These findings - and very specific analyzed data - were never before seen within IKEAs organization.
In a specific case about the awareness about services, they asked the question: "How well have we informed about our services?"
the factors were: Financing, Help to gather goods, Home transport, Installation of kitchen/bathroom and Interior decoration. The information and awareness about Financing had to be improved.