Scandinavian Outdoor is one of Finland’s leading retail chains selling outdoor clothing and equipment. Scandinavian Outdoor has 7 stores in Finland, as well as an online store with a large customer base outside Finland.

Monitoring customer satisfaction is something Scandinavian Outdoor has been familiar with for several years. They have monitored customer satisfaction through NPS surveys both in stores and online.

Buenno became relevant because Scandinavian Outdoor wanted to have all survey functions in one system.

“Previously, we had two different services. One was used to collect feedback and the other was used to analyse responses. However, despite this, the results were not in a very simple format. We wanted a single system to collect the responses, analyse the results and use it as a management tool,” says Kuutti Haapanen, Head of Ecommerce & Marketing at Scandinavian Outdoor.

The first system deployed to the floor level without any major actions

Discussions on the implementation of the Buenno system started and a natural next step was to implement a pilot period. Kuutti says the main question for them was whether the Buenno system was really as easy to use as it seemed and whether the data would certainly be flexible enough to be used in one place.

The pilot period was successful and the decision to start working together was easy to make afterwards. “When we saw how well everything worked in the pilot, it was easy for us to make the decision to start working together and move forward,” says Kuutti Haapanen.

Johanna Rantala, CEO of Scandinavian Outdoor, has been particularly pleased with how easy it was to implement Buenno:

“We have used several different survey tools, but Buenno was the first one that I immediately understood how it works. The results are clearly presented and it’s easy to see how we can use this for management. The best thing has been to see how genuinely excited store managers are about it, because Buenno makes it so easy to track your own performance. This is the first system of its kind to be rolled out at floor level without any major intervention.”

“We have used several different survey tools, but Buenno was the first one that I immediately understood how it works”

Johanna Rantala, CEO, Scandinavian Outdoor

All customer interface surveys in one tool

Buenno has been widely adopted by Scandinavian Outdoor for their various customer survey needs. It is used to monitor customer satisfaction in stores, online, and on the customer service side. In addition, Scandinavian Outdoor has automated product surveys in place, the results of which are used for product range planning.

“We use Buenno every day and for a very wide range of purposes. In chain management, we monitor the development of the NPS of the whole company on a weekly basis, and especially the open feedback. Relevant comments and bad feedback pop up easily with Buenno’s AI keyword analysis.”

“The best thing has been to see how genuinely enthusiastic store managers are about this.”

Johanna Rantala, CEO, Scandinavian Outdoor

“At store level, Buenno’s results are presented at each weekly meeting and all negative responses are discussed individually. If necessary, the customer is also contacted individually and customer retention is taken care of. If the customer experience is not fully successful, Buenno helps to identify reasons for improvement and development.”

Developing the product range and customer support

In addition to customer satisfaction in the store and online store, Scandinavian Outdoor monitors customer satisfaction with customer support and product range at Buenno.

“On the customer support side, we monitor overall satisfaction with the service, but we also actively look at longer-term customer retention. Whenever there is bad feedback, our customer support is in touch again. This has helped to turn many an unhappy ticket into a positive one.”

“In terms of product range, we use Buenno to develop our range. For example, we ask customers what brands and product groups they would like to see from us. This has given us a lot of valuable feedback and identified a few brands that we are in the process of bringing into the range.”

Focus on customer satisfaction is reflected in sales

Buenno has been in use at Scandinavian Outdoor for over six months and has become a key tool for improving both customer satisfaction and sales.

“We’ve been tracking customer satisfaction and NPS for a few years now. In the Commerce Federation survey we were one of the biggest improvers in our sector in this regard. Our focus on improving NPS will impact our overall customer experience and, in turn, our improved sales.”

“Our focus on improving NPS impacts our overall customer experience and, in turn, our improved sales.”

Kuutti Haapala, Head of Ecommerce & Marketing, Scandinavian Outdoor

Cooperation with Buenno will continue. We are particularly pleased with the continuous development of the service and the listening to our customers’ needs:

“Buenno has been easy and pleasant to work with. They especially like the fact that our feedback is listened to and that ideas for improvement are actively brought into production. This has allowed us to participate in the development of the service ourselves and it has been great to see that our wishes are genuinely put into production,” Kuutti Haapanen says.