Useful to see where we are compared to other stores

Line Irene Erichsen manages two Møbelringen stores: one in Holmestrand and one in Horten.

All store employees use the Maze app.

Before they started using the tool, they used their gut instinct to assess whether customers were satisfied.

“Now we’re looking specifically at the way in which customers really experience their visit to the store,” says Erichsen.

Maze is an excellent management tool for her in her work as store manager as she is able to compare the two stores.

“I see what the two stores are good at and what separates them,” she explains. “In addition to measuring customers satisfaction levels, measured on the basis of ambassador grade, the app is also used to enable sales staff to become better at upselling and offering alternative payment methods.

Here we continue to see potential for improvement,” admits Erichsen. The store in Holmestrand receives between 10 and 20 feedback messages every week, and they are working to increase this number going forward. They have seen an ambassador grade of 100%, but it is usually around 90. It has never been lower than 85.

Reading feedback carefully

Britt Lise Lillelien-Løwer is employed in the Holmestrand store and says that they were excited when they were told that they would be using Maze. Her colleague Jannicke Sperrud adds that they all agree that feedback from customers is useful. Sales staff want to know how they can improve.

“We discuss the feedback amongst ourselves. Especially the yellow and red feedback messages are useful even though we don’t get that many of those. With these, we study the comments the customers have submitted extra carefully. We get closer to our customers,” says Sperrud. “We feel slightly down when we receive red feedback,” says Lillelien-Løwer.

Sharing experiences

Experiences are shared across stores. Linn Irene Erichsen is also able to compare her own two stores with other Møbelringen stores in the area.

“The stores compete with each other. The Horten store was scoring lower than the Holmestrand store for a while, but it has improved. I really value being able to see how our two stores are doing within our area,” says Erichsen. As store manager, she is able to see when her employees use the app. She explains with a smile that her sales staff use the app and check customer feedback even at weekends. Information that they collect on Maze is also useful in employee appraisals.

Retailmagasinet no. 1-2021