Bol
Customer journey optimisation: bol enhances shopping experience.
Case Information
This case demonstrates how community research provides valuable insights into the customer journey of top customers. By thoroughly understanding their path-to-purchase, you uncover concrete pain points and priorities. This enables you to specifically improve the online shopping experience and thus strengthen your position as a market leader.
The Question
How does Bol strengthen its relationship with customers?
The online retail market is constantly evolving, with new players entering the Dutch market. As a market leader, bol aims to maintain its position by offering customers the best possible shopping experience. To elevate customer journey optimisation, bol wanted to precisely understand how to make customers even happier. What factors influence the ‘path-to-purchase’ and how can a seamless experience be ensured?
The Challenge
How to gain insight into a complex customer journey?
the approach
Community research as an agile solution.
The result
bol optimises the online shopping experience.
Consequence of the Result
How insights have led to action.
Agile insight gathering.
The community remains available to bol, allowing them to continuously and flexibly respond to new questions and changes in customer needs.
Targeted improvement actions.
The online retailer has established concrete priorities for both short-term and long-term improvements, leading to efficient and impactful implementation.
Increased customer loyalty.
By removing obstacles and perfecting the shopping experience, bol enhances the satisfaction and engagement of its top customers, contributing to sustainable growth.
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What is customer journey research?
Customer journey research maps out the entire customer journey, from initial need to post-purchase. This helps you understand and optimise every touchpoint for a smoother and more satisfying experience for your customers.
How does community research help with customer journey optimisation?
Community research offers a flexible and fast method for gathering in-depth insights. By maintaining continuous dialogue with a dedicated group of customers, you uncover the context, emotions, and pain points in their journey. This allows for agile responses and more targeted optimisation.
What methods can be used in customer journey research?
Various methods can be applied during customer journey research, such as forum discussions, challenges, questionnaires, and in-depth focus groups. This mix of methods ensures both quantitative and qualitative data, providing a complete picture of the customer experience.
