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Senior Content Manager, Goodays
"At Carrefour - in our hypermarkets and supermarkets - we have a long tradition of listening to our customers in a spirit of continuous improvement. The first wave of the Covid crisis has greatly accelerated the need for our customers to get in touch with their local shops, as easily and fluidly as possible", explained Stéfen Bompais, Director of Customer Experience Hypermarkets & Internal Communication France and Group at Carrefour.
For the past six years, Carrefour has integrated the customer engagement solution to take care of its e-reputation and respond to its customers' questions and complaints. Each feedback collected is an opportunity for the in-store teams to enter into conversation with customers and improve daily customer experience.
In recent months, the retail giant has taken the digitalisation of customer interaction a step further by introducing WhatsApp. The messaging application was added to the twenty or so channels already available in the Goodays platform.
Nearly 226 Carrefour hypermarkets are now equipped with this innovative technology. Initially, Carrefour presented the project to the teams and identified the employees with the best appetite for the tool and the best expertise to handle conversations via WhatsApp.
Since the introduction of this channel, 30% of customers who have posted a comment have done so from WhatsApp. In the first 30 days, 8,142 conversations were initiated between the teams and the customers.
Through these initial exchanges, Carrefour has identified three typologies of conversations.
An 88-year-old customer sent a message to staff thanking them for their empathy and proving that new technologies are not just for the younger generation.
For its best, most loyal customers, Carrefour delivers birthday packages. Some customers have sent thanks on WhatsApp, along with a souvenir photo.
This new initiative between Carrefour and Goodays is part of a more extensive, global strategy. By 2026, the group's ambition is to become the world leader in digital retailing and make digital the engine of its growth.
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