Elkjøp’s innovative Q&A model boosts the bottom line

Company profile

Consumer Electronics

Bazaarvoice Solution

Bazaarvoice Conversations

Client since

2010

About Elkjøp

Founded in Norway in 1962 by a cooperative of shoppers, Elkjøp is the largest consumer electronics retailer in the Nordic countries today, with over 400 stores and approximately 11,000 employees.

Web link
www.elkjop.no

Summary

Consumer electronics retailer Elkjøp has successfully used the Ratings and Reviews feature of Bazaarvoice Conversations for years to capture customer feedback, improve their offering, and ultimately boost their bottom line.

Solution at a glance

Challenge

Improve Elkjøp’s ability to swiftly provide authoritative answers to customer questions submitted through Questions and Answers, a subset of the Bazaarvoice Conversations product.

Solution

Institute Bazaarvoice’s Optimistic Publishing to speed posting of questions and answers; optimize employee mix within a new question-handling model; incentivise and reward participating employees.

Benefits

Significantly increase volume of questions answered, leading to a lift in conversions. The new handling model also helped to develop a strong sense of community among Elkjøp’s employees, with a positive impact on the company’s image, and to improve product descriptions on the website.

Consumer electronics retailer Elkjøp has successfully used the Ratings and Reviews feature of Bazaarvoice Conversations for years to capture customer feedback, improve their offering, and ultimately boost their bottom line.

More recently, Elkjøp turned its attention to maximising the impact of the Questions and Answers (Q&A) component of its broader consumer-generated content (CGC) solution. The company had initially assigned a small number of electronics-product specialists to field questions from customers in a non-real time implementation, but quickly realised the limitations of that approach.

“We realised we needed to take steps to increase the speed with which we answer, and increase the volume of questions answered,” says Simen Sundt, Social Media Project Manager for Elkjøp.

New Questions & Answers handling model

The company tackled the challenge by rebalancing the existing resources within a new Questions and Answers handling model.

Speeding up response time

Elkjøp knew it needed to dramatically improve its response time for questions.

The company took a two-pronged approach:

  • More engaged employees, trained call centers, and incentivised specialists:
    The company trained call center representatives to answer questions so that they didn’t have to rely solely on a limited number of product specialists. In addition, they shifted primary responsibility for answering questions to the call center team, turning to the product specialists for extra help during peak selling seasons.
  • Optimistic Publishing:
    Following Bazaarvoice’s recommendation, Elkjøp implemented Optimistic Publishing, a real-time approach in which questions and answers are published immediately on submission, rather than going through moderation first.

“The changes enabled us to achieve optimal handling time for questions, going from hours to minutes,” says Sundt. “That improvement, in turn, led to a high impact on Q&A-related conversion.”

Dramatically increasing the volume of questions answered

Elkjøp has seen a dramatic increase in question volume since introducing its new model for handling questions efficiently. “With the changes we’ve made, we’ve seen a considerable volume growth,” explains Sundt. “In 2015, Elkjøp Norway has been handling 2,500 Questions a month on average.”

Improving the quality of responses with employee incentives

Elkjøp enjoys a reputation as a consumer electronics “specialist” – the retailer consumers turn to when they need specialised products and advice. Engaging product specialists in Questions and Answers bolsters the company’s reputation in this regard.

“This new handling model goes hand in hand with our brand strategy to be perceived as the ‘specialist’ in the market; it perfectly fits our image - that of a specialist platform for a community of specialists,” concludes Sundt.

To further motivate these product specialists, Elkjøp launched a program of incentives. “We basically said, you provide great answers to more questions, and you earn more money,” reveals Sundt. “Each month, the specialist with the highest number of questions answered, receives a generous bonus.” Top performers are also rewarded with high-visibility internal recognition via company communications.

Elkjøp has leveraged Bazaarvoice’s Content Management System and set up a matrix of reports and alerts across their new handling model. This enables the retailer to route the reviews tagged by Bazaarvoice moderators to the right resource in the model, and for them to take the right action.

Building a strong sense of community among Elkjøp employees

After Elkjøp made its changes to the Questions and Answers program, the positive impact on conversion was no surprise. After all, many companies over the years have reported increases in conversion after successful use of Questions and Answers. What was surprising though, was the effect on employee’s morale and sense of community.

With the implementation of Bazaarvoice Conversations and Questions and Answers, Elkjøp achieved a significant increase in the volume of questions answered, leading to a lift in conversion. Equally, the revised Questions and Answers model helped develop a strong sense of community among Elkjøp’s employees, and positively impacted the company’s image. All these achievements clearly show how engaging with customer feedback helped the Nordic countries’ largest consumer electronics retailer to boost its bottom line.

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