How BSH Netherlands uses Customer Centricity for Online Success
We interviewed Sec-ching Yong, who is currently working at BSH Netherlands as a management trainee. She focuses on Digital Transition, where she analyzes and improves the digital consumer touchpoints on the websites of Bosch Home Appliances and Siemens Home Appliances.
BSH is the third largest producer of household appliances in the world and number one in Europe. In this interview, we asked questions to gain insight into the digital strategy of Bosch Home Appliances and Siemens Home Appliances, and understand how this industry leader uses consumer centricity for online success.
Can you tell me something about the BSH digital strategy? What are the key focus areas?
Customer centricity is a key focus in the BSH digital strategy. We believe that if you want to optimally serve the needs and desires of consumers in every digital channel, you need to put the consumer in the center of your business. A big part of this is listening to your customers and paying attention to the signs they give you. By also incorporating qualitative data and investing in user feedback, we are able to better align our digital touchpoints to the needs and desires of our consumers.
Why did BSH decide to invest in user feedback?
User feedback is a great way for consumers to actually tell you and show you what should be improved on your website. As mentioned before, putting the customer in the centre of what we do is a key component of BSH’s digital strategy. User feedback gives us insight in website optimization as it allows us to more easily identify issues and bottlenecks.
What questions are you asking your website visitors and why?
An example of an effective Usabilla campaign that we have implemented is a slide out survey targeted towards visitors that have visited a certain amount of pages and spent a specific amount of time on the website. The main question we ask is what the goal of their visit is and whether they have achieved it or not. As a final question, we ask what they think could be improved on our website. This gives us a lot of insight into the needs and expectations of our website visitors. With this actionable data we can prioritize website improvements, validate hypotheses and ultimately increase conversions and customer satisfaction.
Your objective is to improve the digital consumer touch-points of the BSH website. How do you measure this objective?
We use the Net Promoter Score (NPS) as a measurement tool to evaluate our progress. NPS measures the willingness of our consumers to recommend our brand to friends, family and acquaintances. As Usabilla provides this functionality, we have incorporated the NPS methodology in the user feedback process. By doing so, we can listen to the voice of our promoters (what are we doing well) and perhaps more importantly the voice of our detractors (what should be improved).
What do you think online marketing will look like in five years from now?
The online world is becoming more and more competitive each day. It goes without saying that having a robust digital strategy in place is more important than ever. I think consumers’ expectations will continue to rise, and only the brands providing an outstanding user and customer experience will be able to stand out from the competition.
If you could give any piece of advice on improving the online customer journey, what would it be?
I would say, follow the customer journey yourself without any judgment or assumptions. While doing so, ask yourself: Where is the bottleneck, what can cause confusion, how can we help direct the consumer to where he/she needs to be.