IKEA, the company of Swedish origin, has 315 locations worldwide. The company mainly focuses on furniture and home accessories that often have to be assembled by the purchaser himself. With her products, IKEA is mainly aiming at the lower end of the market. Webcare is important to strengthen the relationship with customers; IKEA Netherlands uses Tracebuzz for her webcare.
In the beginning of 2013 IKEA has launched the online webshop, at the same time IKEA started with her customer service on social media. IKEA has brought in an external specialist to guide the purchase process of the best webcare-tool. Ultimately, two suppliers were selected for a pitch after a pre-selection. “What we noticed at Tracebuzz was the design: it looked fresh, user-friendly and organised which made it stand out compared to the rest”, according to Leonie Wagenaar, Tone-of-Voice monitoring IKEA Netherlands and Jennifer Lugay, who have together established the webcare within IKEA Netherlands. IKEA’s project team unanimously agreed on the choice for the best webcare-tool: Tracebuzz.
IKEA is one of the largest organisations within the Netherlands that also wants to achieve the ‘twinkle in the eye’ in the online customer experience. Good webcare is extremely important as part of the online service provision to maintain and strengthen the relationship with customers. In order to realise this, good and fast service, among other things, is of importance. “We immediately felt a click with Tracebuzz, there was an instant personal and good understanding. Which has supported our choice for Tracebuzz.” The meetings organised by Trace- buzz with her customers are very instructive and facilitate the work, according to IKEA. “To look at how certain things are being done together with others is enjoyable, both parties are bet-
ter off this way.”
The personal contact IKEA has with Tracebuzz is incredibly pleasant. “We feel as if we established webcare together with Tracebuzz.” The human aspect is very important for IKEA and perfectly fits both parties. “No question is too stupid, we always get feedback, and are never put in doubt. Everything is sorted out for us which means we are able to focus on our core activities.”
When IKEA started working with Tracebuzz agreements were made so that the implementation process would run quickly, all expectations were listed by Tracebuzz. In this way it was easy for IKEA to anticipate to matters that would go different than expected.
Despite the fact that the traditional means are still used a lot, the use of social media really provides additional value for the customer service. “By using Tracebuzz we are able to recover everything. For example, a month later we have contact with the same person again and we are able to optimally assist the customer by means of the complete contact history.” With traditional means, such as the telephone, misunderstandings easily arise. “A while ago we had a question from a customer about a bookcase and the operator ticked a table. This means it went wrong already at that moment. In Tracebuzz such a mistake can easily be found.”
Tracebuzz contains “an overall view of all media available about us, the tool is organized, stable and enjoyable to work in: it really gives you the feeling that you have a 1 on 1 contact with the customer.” This is how IKEA ensures that she brings a ‘twinkle in the eye’ to her customers by using Tracebuzz.
|Overall view of all media|
|Fresh, user-friendly and organised|
The tool is organised, stable and enjoyable to work in: it really gives you the feeling that you have a 1 on 1 contact with the customer.
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