Optimization of FNAC Spain's Customer Listening Program

Fnac is a French company that is part of Groupe Fnac Darty, specializing in the sale and distribution of cultural, technological, and entertainment products. FNAC Spain is distinguished by its commitment to innovation and quality in customer service.

Something we fully identify with FNAC is the focus on continuous improvement. FNAC always seeks to exceed consumer expectations through unique shopping experiences both in physical stores and online.

In this context, we began our collaboration with FNAC by conducting a meticulous analysis of the two existing surveys in their current customer voice listening program.

Upon taking responsibility for the Customer Experience (CX) area at FNAC, Pauline Peccatte faced the challenge of revitalizing and optimizing the customer interaction strategy. For this, she commissioned us to conduct a thorough audit of the satisfaction surveys currently implemented. This audit aimed to evaluate the effectiveness of the surveys and identify improvements that align operations with industry best practices.

Processes

As a team committed to excellence in customer experience, we meticulously approached each key component of the VoC program:

• Personalization of invitation emails: We reviewed the wording, design, and calls to action to maximize the open rate (OR) and participation (CTR) in the survey.
• Survey refinement: We evaluated each question to ensure clarity and relevance and to capture the relevant information that FNAC truly needs to understand the customer experience.
• Optimization of Sending Rules: We analyzed criteria and frequency to ensure effective reach without overwhelming customers.
• Review of KPIs: We measured the program's effectiveness with indicators such as open rate, CTR, completion rate, and Net Promoter Score (NPS) to focus the analysis on truly relevant metrics.

Results

Applying best practices accumulated over more than five years designing and implementing customer voice listening programs (VoC) in different industries, along with insights identified through an exhaustive benchmark of VoC programs in the retail sector with a special focus on FNAC's direct competition in Spain, we were able to identify key areas for program improvement.

This work allowed us to develop an actionable plan, with concrete improvement recommendations, designed to enhance every aspect of the listening program, so it can be easily implemented by the FNAC Spain team immediately and based on their current reality, considering the available technology stack.

At the same time, we developed a future plan, which contemplates the expansion of the VoC program to new channels and interaction points so that FNAC can proactively adapt to emerging trends and maintain a complete and updated view of their customers' experience.

This experience reflects how, through a deep understanding of the needs and objectives of our clients and their users, it is possible to generate significant transformations in the customer experience strategy, ensuring that the company not only responds to the current needs of its consumers but also anticipates and adapts to future market changes.

At Runroom, we are proud to contribute to the success of our clients by offering solutions that generate a real impact on their strategy and performance.

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