"With Salesforce we can ensure our customers are receiving the attention they deserve."

— Tanja Ammentorp
Customer Service Manager

JYSK enhances customer service by empowering staff with better information and smarter processes

Whether a customer needs to change a delivery day, return an order or simply wants more information on a product, the response from JYSK is both rapid and relevant. With Service Cloud, the homeware retailer has not only transformed the customer experience but also its reputation.

“Customer loyalty and the reputation of our brand is vitally important for us,” affirms Tanja Ammentorp, Customer Service Manager at JYSK. “With more customers making their purchases online, we want to provide a consistent joined-up experience across our stores and websites. Service Cloud helps us achieve this.”

As the company has expanded, so too has its customer service operations. Between 2013 and 2015, a 10-strong team based in four locations grew to 70 people in 13 countries with more to come. “Following rapid growth, we had numerous different systems and processes in place. To improve the customer experience we needed to standardise.”

With Service Cloud, JYSK has been able to put these issues to bed. As Ammentorp confirms: “We have empowered our team to respond to customers faster, provide a better quality service and work more efficiently.” And JYSK’s customers love it, as this feedback reveals: “It is really cool that the JYSK customer service employee automatically knows about my order without me having to explain everything. This kind of detail adds something extra to the overall customer service experience.”

A single view of the customer

JYSK first implemented Service Cloud in its Danish customer service centre in November 2014. It has since rolled out the solution to 13 of its geographies so far. “Although our initial requirement was to improve how we handled incoming customer queries, we also wanted a system that could grow with us as our needs evolved,” says Lars Buhl Nielsen, CTO at JYSK. “With a cloud-based solution like Salesforce, you get a rapid deployment as well as automatic upgrades and guaranteed service levels.”

Another of the key advantages of Service Cloud for JYSK is its ease of use. “When a new country rolls out the solution, it takes just few hours of training to get thecustomer service agents up and running,” affirms Ammentorp. Service Cloud captures around 100 cases a day per country, with volumes growing all the time as JYSK opens new stores and increases online sales.

Thanks to seamless integration with JYSK’s core systems, such as its SAP enterprise resource planning platform, web store system (WSS), and store catalogue, customer service supporters can view all the information they need, including order details and delivery status, via a single dashboard. “Before Service Cloud, we had no history on customers and were completely unaware if they had called the week before,” says Ammentorp. “Customer service supporters had to move between multiple systems to view order and delivery information, which could be fiddly and time-consuming.”

Service Cloud is integrated with JYSK’s websites so that queries from the online contact page are automatically transferred to the correct service queue. This integration is bi-directional, with FAQs from Service Cloud’s knowledge base displayed online for customers to access: “We’re trying to encourage customers to help themselves as much as possible,” explains Ammentorp. “It means faster answers for them, and lower call and email volumes for us.”

To ensure customer queries are dealt with promptly, team leaders can view volumes for their entire team, while managers, such as Ammentorp, can view data across all countries. “We’re now able to report on customer service workload, productivity and spend across the different countries in which we operate,” she explains.

Evaluating and improving performance

For JYSK, the journey towards delivering an exceptional customer experience is not over. Tanja explains: “We’re constantly working to improve the service we provide for our customers, and Service Cloud is an important part of our vision for the future.” Next steps include adding key customer service milestones and integrating Service Cloud with JYSK’s new standard customer service telephony system, which is being rolled out across all customer service centres. This will enable JYSK to measure additional KPIs, such as first time resolution rate, and create alerts for when SLAs are about to be breached.

JYSK is also planning to use Service Cloud to extend its customer satisfaction surveys. The company already sends emails to customers requesting feedback, which helps it benchmark performance and establish a target Net Promoter Score (the industry measurement of customer loyalty). Survey responses will be visible on each customer record within Service Cloud.

"With better visibility, we’ll be able to ensure every email receives a personal and fast response,” explains Ammentorp. “With Service Cloud we can make sure our customers are receiving the attention they deserve.” Ammentorp concludes: “Before Salesforce, we couldn’t even set KPIs let alone measure our performance against them across all countries. It has given us the competitive edge we need to keep customers coming back again and again,” confirms Ammentorp.

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