In the spotlight of Puzzel’s annual event, Elevate, we delved into the critical realms of customer experience and artificial intelligence. Joined by Tanja Ammentorp, Customer Service Director at JYSK, she gave an exclusive look into the strategies and technologies propelling JYSK to the forefront of customer-centric innovation.
JYSK – a Scandinavian retail pioneer
Boasting over 3,300 stores and web shops in 48 countries, JYSK's mission is clear – to be the customer’s preferred choice and secure great Scandinavian offers for everyone within sleeping and living.
But it's not just about selling products; it's about crafting seamless customer experiences that resonate. JYSK's commitment to customer satisfaction is reflected in its 21 Customer Service Centres, handling approximately 3.3 million customer requests annually across various channels. Their commitment to customer satisfaction is evident, earning them a remarkable 4.6 out of 5 on phone call satisfaction.
JYSK’s strategy: Seamless and Closer to the Customer
Tanja kicked off her presentation by revealing JYSK's primary goal – delivering seamless customer experiences while staying close to the customer. The emphasis lies in making it easy and convenient for customers to choose JYSK, whether they choose to engage online, through Customer Service Centres, or in physical stores.
Despite the rise of digital channels, Tanja recognises the importance of catering to diverse customer preferences. More than half of the customer requests are still coming through traditional phone calls, followed by emails, highlighting the significance of maintaining a presence in both traditional as well as in digital channels.
The way forward
In navigating the dynamic landscape of Customer Service, JYSK acknowledges the need for continuous evolution. With technology, AI and customer feedback as main priorities for 2024 and beyond, Tanja highlights five key focus areas that will shape the future of JYSK’s Customer Service:
- Omnichannel conversation
Tanja emphasises the importance of securing omnichannel orchestration, envisioning a future where all customer conversations seamlessly integrate into one platform. This ensures a consistent and unified experience across all channels - an achievement already realised in most channels at JYSK. Additionally, JYSK explores new technologies like Puzzel's live share and screen share options to enhance communication. The introduction of video live share could revolutionise the way JYSK handles complex customer requests, particularly related to claims or product issues.
- Speech/case analytics
Implementation of speech analytics allows JYSK to gain deeper insights into customer conversations, identify trends, optimise operations, secure a positive dialogue with the customers and enhance the overall customer experience.
- Customers voice and closing the loop
JYSK places a premium on customer feedback and has implemented speech analytics in several countries while also receiving a lot of customer feedback based on reviews and surveys. By working strategically with customer feedback and closing the loop, JYSK aims to turn insights into actionable improvements across its business, from stores and purchases to Customer Service functions.
- Self-service
Empowering customers through self-service options is a key aspect of JYSK's strategy. By providing customers with tools and resources to address their queries and concerns independently, JYSK aims to enhance customer satisfaction and streamline interactions.
- Empower employees
In line with their commitment to excellence, JYSK recognises the pivotal role of employees in delivering exceptional Customer Service. By providing the right tools and support, employees are better equipped to cater to intricate customer interactions. This includes exploring the use of artificial intelligence to handle routine queries, allowing human agents to focus on more complex customer interactions. The potential integration of AI assistants and chatbots is seen as a strategic move to enhance efficiency and improve the overall customer experience.
By leveraging technology, embracing omnichannel strategies, and prioritising customer feedback, JYSK continues to set new standards in the ever-evolving landscape of customer service.
As JYSK's Customer Service Director, Tanja Ammentorp puts it, the goal is to make it easy and convenient for customers to choose JYSK, no matter where or how they want to shop.
