How do SFR and Carrefour put the customer at the centre of their business?

Goodays Client Panel: SFR and Carrefour

Customer experience and cultural transformation. How to put the customer at the centre of your brand?

Putting the customer back at the heart of your business has become crucial in today's fast-changing retail environment. How can you achieve this? By recreating a strong bond with customers, transforming the corporate culture from head office to the point-of-sale and service networks, and instilling a deep-rooted "customer awareness" at all levels of the company

This is what Carrefour and SFR are doing to put the customer at the heart of their concerns and strategic decisions. On stage at SuperLocal 2023, Gaëlle Prampart, Head of Customer Experience France at Carrefour, and Emmanuel Tuil, Retail Operating Director at SFR, shared the various initiatives they have put in place to put the customer back at the heart of the company. 

NPS as a compass for customer satisfaction

At Carrefour, the customer has always been at the heart of our concerns. In recent years, this has been accentuated with the integration of NPS in 2019 within stores and the arrival of Rami Betieh, CEO France of Carrefour. 

Gaëlle Prampart, Head of Customer Experience France at Carrefour, shared how they are focused on listening to their customers first and then letting this drive their strategy. 

"It's the voice of the customer that gives the direction, whether it's to collect irritants or positive actions"

Gaëlle Prampart, Head of Customer Experience France at Carrefour

Gaëlle Prampart, Head of Customer Experience France at Carrefour

She went on to discuss a new initiative they've introduced around notebooks for cash assistants, which enable them to note and capture all the customer opinions expressed at checkout.

The voice of the customer and customer satisfaction to trigger initiatives

Voted Customer Service of the Year, SFR is also stepping up its efforts to put the customer at the centre. "The customer is our leitmotif at every step of the way: he's our safe. If they leave us, it's a disaster in terms of revenue", Emmanuel Tuil points out.

"NPS is one of the pillars of this vision. It has become the company's number 1 indicator, ahead of sales. We eat NPS before we eat sales and budget,"

Emmanuel Tuil, Retail Operating Director at SFR

Emmanuel Tuil, Retail Operating Director at SFR

To ensure that the whole company feels involved, all employees are incentivized in relation to NPS. Another initiative: C-Level and executive team members go into stores once a month and take on the role of a salesperson to confront customers.   

"Beyond the voice of the customer, its customer interaction, thanks to the power of the Goodays tool, that has given greater meaning to customer satisfaction. Thanks to verbatims, we've been able to dig deeper and unravel issues that have helped to give SFR a different image."

Emmanuel Tuil, Retail Operating Director at SFR

Emmanuel Tuil, Retail Operating Director at SFR

To stay one step ahead of its market, Carrefour also relies on customer verbatims collected via Goodays. For several months now, store managers have been calling back 100% of customer detractors to boost satisfaction and generate long-term improvements.

At the same time, Carrefour organises round-table discussions with around ten customers every week to discuss specific issues. "We always have to question ourselves. The population is changing and evolving, so we mustn't rest on our laurels, celebrate our victories, congratulate our teams and think about tomorrow", advises Gaëlle Prampart.