In control of the coolest customer journey? We created the IKEA JAPAN experience roadmap.
IKEA Japan had a problem. Its customers demanded a much higher standard of service than is usual in other countries/ markets. The IKEA-model is heavily based on self-service in retail, and requires people to do most of the shopping themselves. Competitors offered much more pro-active service in the retail stores, for a much higher price. “It was clear that we needed an efficient and effective way in which we could put the Japanese customer first,” says Cliff Crosbie, former Deputy Country Manager at IKEA Japan. Yet, this way had to fit the IKEA culture. IKEA’s mission was to establish IKEA’s brand identity in Japan. This meant that the company wanted to stick to its globally successful concept and strategy.
What we did?
- Together with IKEA, we took the time to really understand the IKEA model and think about how the brand could fit within the Japanese customer culture. We scanned the retail landscape in Tokyo, and combined this with insights from interviews with customers and staff. This research resulted in the ‘Customer 1st!’ program, which was rolled out in IKEA stores throughout Japan.
- Reverse Blueprint with IKEA as acronym to express the desired customer experience.
- IKEA context guide, which links the desired customer experience to corporate and national vision, mission and strategy.
- Train the Trainer program, where IKEA employees themselves became trainers of the program.
Look at that!
- High engagement amongst trained employees, due to co-creation.
- Significant increase in employee- and customer satisfaction.
- Direct boost in sales in both conversion and average transaction.
