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Interview with Pierre Leurquin, Digital, Data & E-Commerce Director at Christofle

Pierre Leurquin explains why Maison Christofle has selected GetFeedback to improve its digital customer experience.

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Feedback: a lever for growth and improvement of customer satisfaction for Christofle

Maison Christofle, which was established in 1830 and boasts exceptional know-how, specializes in silverware and tableware. While providing an outstanding in-store customer experience has always been a priority for this luxury goods company, listening to its customers on digital channels is now also becoming essential. How can feedback be used as a lever to grow and improve customer satisfaction? Pierre Leurquin, Digital, Data & E-Commerce Director at Christofle offers his response. 

Why did you decide to invest in a customer feedback solution? 

As a luxury goods company, Christofle considers customer satisfaction to be a top priority. While this strong customer culture has existed in our stores for almost two centuries, it has not yet been 100% replicated on digital channels. Rapidly accelerating e-commerce activities and changing consumer habits meant that we had to better structure the way in which we collected feedback from our online customers. 

How does this initiative fit in with Maison Christofle’s values? 

Our initiative aligns with our culture, our brand DNA and our mission: promoting the art of sharing involves implementing processes that enable our customers to share their experience with us, be it good, or not so good, should that be the case.

I think that resolving friction points reported by our customers in order to continuously improve their experience is the very essence of a luxury goods brand. The art of accommodation applies to us first: knowing how to accommodate customers means listening to them in order to better understand their needs and expectations so we can respond to them as effectively as possible.

Why did you choose GetFeedback?

Until now, we've only had a small number of structured tools to evaluate the online customer experience. To satisfy our obsession with ensuring optimum customer satisfaction, we implemented a continuous feedback collection system, particularly for unsolicited feedback.

Since Christofle products are designed to last, our purchase cycle is relatively long. It is therefore essential that each customer experience is as positive as possible because we do not have the option of making amends the following week. This means that identifying and resolving customer irritations as quickly as possible is a key requirement for building up brand attachment. We felt that GetFeedback was the best tool for this thanks to its simple implementation, very easy-to-read reports, and, above all, its ability to support us progressively with the deployment of the features of our choice as and when required.

From an operational point of view, we kept coming up with questions that were quite difficult to answer using our analytics tools alone, such as how to explain the erosion of our conversion rate throughout the check-out funnel, or why some customers spent so long on the order finalization page but then failed to complete their purchase.

In concrete terms, we implemented questionnaires specific to these use cases, which enabled us to detect previously unidentified friction points.

How is customer feedback processed and integrated into the road map?

As a company with a strong retail culture, we have always followed the rhythm of feedback from our stores, and we use this to shape our strategic road map. Because of the rapid acceleration of online sales, we needed to include consumer feedback from the digital channels in this analysis.

The tool is a sort of barometer that allows us to evaluate, in real time, the quality of the customer experience delivered. We will be integrating it more and more with our CRM tools to manage negative feedback as quickly as possible via our customer service team. 

At the same time, feedback is used to shape the progressive maintenance plan for our website in order to structurally resolve identified customer irritations.

Finally, the tool is now used to validate the customer's perspective of online launches of new features or changes we are making on the website. This means that we can add a true “qualitative” component to our developments. For example, as part of the search engine overhaul, we created a special questionnaire that is only triggered in the event of repeated searches. The aim here is to understand if it is normal behavior or instead indicative of an issue with a customer not being able to find a response to their search.

What have been the most remarkable results directly related to gathering feedback?

The first surprise was when we discovered at what point visitors adopted the tool. We were not sure that this would be the case because relatively few luxury goods companies have adopted this type of real-time feedback approach so far. Approximately 5% of our visitors, for instance, leave an unsolicited comment during their visit.

Maison Christofle

Furthermore, 44% of purchasers agree to rate their experience at the end of the transaction. This gives us valuable information about the part of the process that eludes us when customers drop out on the payment gateway. The average satisfaction score to date is 4.6/5, which we think is a good start; however, we will continue striving for an even better score!

Can you describe a particular case where the feedback collected has had a major impact?

With specific reference to abandoned transactions, we noted that 20% of cases were linked to payment issues. When we did some digging, it turned out that we had a real problem with the 3-D Secure process in some countries. As this was a critical issue for customers as well as a major source of business, this discovery resulted in us launching a project to change our payment partner. We estimate a 1 to 2-point increase in sales as a result.

What is the main reason you would recommend GetFeedback?

 How easy it is to get started with the tool and the ability to very quickly identify the initial insights, thanks to the highly-effective assistance from both the sales and support teams.

When increasing the number of available tools, my main priority was to be able to quickly demonstrate the ROI of the investment. Within a few weeks, we identified several problems that were having a direct impact on our conversion rate. Correcting these alone justifies implementing the project.

What advice would you give to organizations that wish to be more customer-centric?

The luxury sector has invested hugely in the point of sale experience, but it has always been slightly hesitant to give online customers a voice. GetFeedback can be used to collect feedback both simply and quickly without necessarily implementing reviews & rating logic, which owing to its awkwardness and the risk of losing control regarding brand communication, can leave organizations apprehensive. As such, this tool is a true step forward for us in promoting a digital culture centered on the consumer voice.

Also, because GetFeedback is highly modular in nature, new processes can be included progressively at the same rate as the company’s transformation. For example, next year we plan to implement automatic calculation of the NPS of our online customers and to incorporate this indicator into our KPIs.

My advice? Do things progressively; do not force a system that is not ready to digest too many changes at the same time, and demonstrate the value added as each individual feature is implemented. GetFeedback is ideally suited to this approach.

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