“By demonstrating an anthropocentric attitude and by giving our customers the feeling that we are always by their side, customer experience was enhanced in respect to the purchasing process and an increase in our loyal customers and in repeated purchases has been achieved”
Background
AB Vassilopoulos is one of the most known supermarket chains in Greece and member of Ahold Group. In 2014, AB Vasilopoulos launched a brand new e-shop and introduced a new and modern way of grocery shopping to Greek customers. It is the first time since 1939, that natural and human contact with customers takes place during delivery, which is the last stage of the transaction journey. To maintain the high level of customer satisfaction that is in the top of AB Vasilopoulos’ strategy, it was necessary to get information and customer feedback about this last contact point and discover problems throughout all stages of the customer journey that is completed through the e-shop: namely, while browsing, to completion of a checkout and after order delivery. In addition to keeping track of customers’ feedback, this service should also immediately notify the customer service team, when needed, and provide assistance to customers who experience difficulties.
Objective & Solution
The most important thing every e-shop should know and track, is how satisfied and how loyal its customers are. For this reason, AB Vasilopoulos had to find a secure and credible way to measure NPS (Net Promoter Score), which is one of the most meaningful satisfaction metrics (read more about NPS in this article). This is where e-satisfaction came in the picture to provide a credible and easy way to track Net Promoter Score across the entire journey of each consumer in the e-shop.
By measuring and tracking NPS with e-satisfaction and by being alerted for incidents of customers having a complaint, AB Vasilopoulos makes immediate changes when scores are reduced below certain threasholds.
Results
Mr. Stefanos Falkonakis, e-commerce manager of AB Vassilopoulos states “after using e-satisfaction for 1 year, I must admit that it is a necessary part of our e-life”. The following results speak for themselves.
- Collect valuable and direct feedback regarding customer’s needs
- Respond to our customers’ requests that are related to delivery or products within 1 to 2 hours, while in the past we needed 12 hours to do so
- 5% – 10% increase of the customer satisfaction index, measured by e-satisfaction, with our immediate response to customers’ request/complaints
- Increased in our loyal customers and repeated purchases by demonstrating an anthropocentric attitude
- More than 100 improvements in the UX of our website have been made in response to a certain feedback
e-satisfaction strengthened the positive results of spitishop’s Facebook contest and is constantly providing great insights towards the creation of targeted marketing campaigns, as customer’s feedback is a milestone for the e-Business and its upward course. The campaign created 20.000 shares and 105.325 new fans on Facebook!
With more than 30 years of experience in linen products and great market knowledge spitishop.gr is interested in customer satisfaction and is always acting towards improving customer happiness. The desire to know what customers have to say and how spitishop.gr can improve its services by collecting valuable feedback from its customers encouraged us to work together with e-satisfaction.
Spitishop.gr created a contest on Facebook with the aim of increasing Instagram followers and expand the e-mail database of its fans. This contest was live for 4 weeks in March of 2016.
From the beginning of the 2nd week, spitishop.gr activated e-satisfaction’s “Customer Feedback Automation”. Therefore, after the successful completion of the Check out and After Sales questionnaire, the post of the Facebook contest was displayed to spitishop.gr customers. This campaign yielded the following results: 20.000 shares, 105.325 new fans on Facebook and 1.785 new followers on Instagram!
After comparing the results of e-satisfaction’s embedded post and the Facebook contest post for the 3rd week, it was found that e-satisfaction’s embedded post had:
With the use of e-satisfaction, the objectives of the Facebook contest were strongly supported as the overall customers’ engagement was increased!
How spitishop.gr perceives e-satisfaction’s value?
“Apart from a communication channel, e-satisfaction provides us with all the needed information to start creating targeted marketing campaigns. Customers’ testimonials are one of the strongest marketing tools of an e-Business and e-satisfaction is helping us to create a holistic toolbox”
Mpezioulas Themis, Spitishop.gr
Hence, e-satisfaction strengthened the positive results of spitishop’s Facebook contest and is constantly providing great insights towards the creation of targeted marketing campaigns, as customer’s feedback is a milestone for the e-Business and its upward course.
The Refer a Friend campaign yielded remarkable results and created new paths for both Maison Marasil and e-satisfaction, as resulted in just 50 days of function in bringing 118 new orders and 3% revenue increase, by
using e-satisfaction’s free marketing mechanism!
Leverage with Refer a Friend Campaign
The Maison Marasil – Fragos S.A. company, which operates in the children’s clothing industry, in collaboration with e-satisfaction, created a campaign with the aim of rewarding satisfied customers and also attracting new customers in maisonmarasil.com (Refer a Friend campaign). The campaign yielded pleasant and encouraging, for other e-shops as well, results.
Objective
The Refer a Friend campaign has the objective of rewarding the satisfied customers of Maison Marasil and especially the ones that would recommend the e-shop to their friends and colleagues (the so-called promoters). E-satisfaction targets this segment of loyal customers through Net Promoter Score metric (known as NPS in international references). A 5% discount coupon acted as a motive for their next purchase and also resulted as a reward for the customer.
Another objective of this campaign was, to create a new path that will attract easily and quickly new customers to the e-shop, by providing them with a 5% discount coupon for their first purchase.
Automations
This campaign is displayed only to the customers of Maison Marasil that are willing to promote the e-shop to a friend or colleague. Namely, these clients had rated with 9 or 10 (in a scale out of 10) the following question “How likely are you to recommend our e-shop to your friends or colleagues”.
After the completion of their order, the customer-promoter can fill in the e-mail of a friend in order to receive automatically two different newsletters with unique discount coupons of 5% discount for their next purchase.
Results
The Refer a Friend campaign yielded remarkable results and created new paths for both Maison Marasil and e-satisfaction, as resulted in just 50 days of function in bringing 118 new orders, by
using e-satisfaction’s free marketing mechanism!
In more detail, from the 1.020 customers who viewed the campaign, 359 clicked on it (Conversion Rate 35%). Furthermore, the 118 new orders resulted in the following:
- Increased average number of items per order
- 3.1% increase in turnover was achieved!
