When Carrefour Belgium went looking for a customer experience management platform, the goal was clear: engage and activate its vast franchise network. Following a successful pilot in September 2020, the solution was rolled out across all integrated stores in Q1 2021, and extended to all franchises—representing 92% of the network—by Q3.
We spoke with Stijn Put, Franchise Director at Carrefour Belgium, about how the Goodays platform has helped improve customer experience across the franchise network.
How did the Goodays rollout go across the franchise network?
As with any digital transformation project, there were some early hurdles: outdated computers, unreliable connections, and varying levels of digital maturity among franchisees. But overall, the deployment was smooth.
What stood out most was how quickly franchisees saw the value in the tool and embraced its potential.
- 97 % of Carrefour Belgium stores use Goodays
- 82 % of stores have at least two active user accounts
- 89 % average response rate
- 4.63/5 average quality score for responses
What kind of training did the franchisees receive?
We started by training our operational teams—the ones who work directly with franchisees—via e-learning and internal training from three specialists. Once they were up to speed, we extended the training to the franchisees themselves. That was key to offering personalised support to each store and keeping the implementation window short.
In addition to one-on-one support, every store had access to e-learning modules and help via phone or email. The tool itself is intuitive, which helped us activate nearly 90% of stores in less than three months.
Were there any specific challenges you had to overcome?
As with any new tool, change management was part of the process. Some franchisees were initially concerned about the volume of negative feedback and the time it might take to respond. Fortunately, because we’d already rolled it out in our integrated stores, we could reassure them with actual data and results.
We also avoided setting unrealistic expectations during the initial phase. As franchisees became more comfortable, we fine-tuned the approach and encouraged quicker, more frequent, and higher-quality responses. Initially, response quality was a challenge—but we tackled this through phased training and by sharing best practices from across the network to inspire confidence and uptake.
How did the franchise store managers respond to the platform?
We were genuinely impressed by how quickly our franchisees got to grips with the Goodays platform—and by the positive feedback we received from them. Being among the first retailers in Belgium to roll out this kind of tool definitely played in our favour.
89% of franchisees now respond to customer feedback in under 41 hours.
What would you say are the biggest benefits of using Goodays?
One of the key benefits is that it gives a voice to customers who previously wouldn’t have spoken up—quickly and efficiently. That’s enabled stores to respond faster and make the necessary adjustments to better satisfy their customers.
On top of that, stores have never received so many compliments, which has been a great source of motivation for the entire team.
What results have you seen since implementing Goodays?
Our customer relationship score has improved, which is a great result in itself. We’ve also seen a surge in local initiatives based on customer feedback—teams are taking more action at store level.
