Electrolux + Qualtrics
How Electrolux optimises experiences for 1-second attention spans
Electrical appliances is a high-effort experience in a competitive market where poor experiences can hit manufacturers hard. Electrolux was a traditionally product-led company, but they knew they needed to act to develop their brand value and improve the customer experience
We have 1 second to help in-store customers understand why we are better than our competition. That’s a lot of pressure so we need to get the experience right.
ANTON LUNDBURG, DIRECTOR OF CONSUMER EXPERIENCE INSIGHT AT ELECTROLUX
HOW ELECTROLUX CLOSED THE EXPERIENCE GAP
MONITORING EXPERIENCE DATA IN STORE
Electrolux has always monitored operational data, but now they were able to include in-store experience data to help drive their customer experience forward.
OPTIMISING FOR 1-SECOND ATTENTION SPANS
Recognising the tiny window of customer attention they could expect in-store, Electrolux used customer experience data to maximise the effect of their communications
ADDRESSING THE REGISTRATION GAP
Experience data uncovered why the vast majority of customers weren’t registering new products online. As a result, the team streamlined the registration process to remove barriers and boost registration numbers.
ADAPTING THEIR CORPORATE STRUCTURES
Adopting CX as a discipline has sparked major operational changes for the company. Brand is now regarded from an experience point of view, with brand managers beginning to step out of their siloes and influence the service process.