CASE STUDY
How FNAC Optimized Its Digital Experience to Improve eCommerce Conversion
Areas
Monitorización y reporting. Análisis cuantitativo y cualitativo. Touchpoint analysis. Behavioral insights. Strategic alignment. Orientación a outcomes e impacto
FNAC Spain, a leader in cultural, technological, and entertainment products, sought to improve the performance of its eCommerce channel by optimizing the user experience. Through a redesign focused on data and real user behavior, key frictions in the funnel were eliminated, enhancing conversion and the performance of the digital business.
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 stands out for 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 voice of the customer 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 would align operations with industry best practices.
“The audit carried out allowed us to identify areas for improvement in satisfaction surveys and, above all, to identify key KPIs for the business, thereby improving the actionability of the responses. Runroom demonstrated a great ability to understand our needs and objectives. The final report they delivered was detailed, insightful, and full of practical recommendations that we are already successfully implementing.”
Processes
As a team committed to excellence in customer experience, we approached each key component of the VoC program meticulously:
- 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 its clarity and relevance and to capture the relevant information that FNAC really 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 the best practices accumulated over more than five years designing and implementing voice of the customer (VoC) programs in different industries, along with insights identified through a thorough 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 specific 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 considers 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.
“We leave behind best-practice documents that end up in a drawer and focus on designing an action plan that could be implemented by FNAC. We consider its current situation, including resources and technology, but always with an eye on the future of a global voice-of-the-customer program. And this first step is just the beginning. We are eager to see how the improvements that will be implemented are ultimately reflected in business impact metrics and, most importantly, in a better customer experience.”
This experience reflects how, through a deep understanding of our clients' needs and objectives 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, offering solutions that generate a real impact on their strategy and performance.
Do you want to take your Customer Experience strategy to the next level?
Let's talk! Write to us at: [email protected]
