Before they began using Maze, Akademibokhandeln depended on a Mystery Shopper who visited 1-2 times a month.
”Mystery Shoppers did not provide us with individual comments in every store that we could put to practical use”, says Johan Junehed, Sales Manager at Bokusgruppen (which Akademibokhandeln is a part of).
The reason for switching was to create better customer experiences and therefore earn loyalty from visitors.
”If we do the right thing in customer contact and reach a good ambassador level, turnover and other key figures will follow”, says Junehed.
The positive experience of starting using Maze
The staff were initially hesitant about switching to the Maze app. But when they saw how it worked in practice, they were all smiles!
”Our customers provide a lot of feedback, and that’s a luxury”, says Vicky Klefter, Store Manager at Akademibokhandeln in Hansakompaniet in Malmö. ”This direct feedback happens in real time, and it enables us to grow. We get confirmation that we’re on the right track. ”
The answers generally come from people who are either extra satisfied or have an issue. The feedback is fresh, and the store manager gets right onto it.
Spotting trends and choosing focus areas
The daily feedback added up throughout the year, creating a lot of interesting data.
”Surveying customers throughout the year gives the best results, as the characteristics of each season vary”, says Klefter.
Focus areas also vary. But individual stores also have their own focus areas where they need to improve. These are often decided on in dialogue with the regional manager.
At Akademibokhandeln, currently only the store managers use Maze.
”I pass on what we need to work on and what has worked well to the employees. It’s not just feedback. It’s feedback for the whole team”, says Klefter. ”When I check Maze in the morning and see a green face, my day is off to a good start, she smiles.”
”Never before have we had a tool that gives us such powerful feedback from our own, real customers. It immediately confirms whether we’re on the right track”
Achieving concrete goals
The Store Manager compares the results in her store with other stores in the same area. The ambassador grade is now 87, while the target for the chain as a whole is 85. The target set for the bonus question of whether the customer was offered help is 65. The store at Hansakompaniet scores 81.
”I have set a high bar for where we want to be. When our employees feel that this is the best place to work, customers will feel it too”, says Klefter.
Victoria Klefter concludes by saying that Maze is very different compared to their previous methods of collecting feedback
”Never before have we had a tool that gives us such powerful feedback from our own, real customers. It immediately confirms whether we’re on the right track”, she concludes.
