Audio customer reviews on the rise at Carrefour

Background

Carrefour, a major player in the retail sector, wanted to improve its understanding of customer expectations in order to perfect its Net Promoter Score (NPS). The company was looking for an innovative way to collect more authentic and detailed opinions, while simplifying the customer experience.

With this in mind, Carrefour called on Ekoo to integrate audio into the customer review collection process, a solution that directly captures consumer feedback.

The project

In partnership with Ekoo, Carrefour has set up an innovative voice notification system integrated into its post-purchase e-mails, designed to measure NPS. Here's how the solution was deployed and used:

A simple, direct voice testimonial: Customers receiving the post-purchase e-mail can choose to share their impressions via an audio testimonial. This method is fast and engaging, and offers an alternative to the traditional written review.
Richer, more varied customer feedback: Voice reviews are on average three times longer than written ones. They allow customers to express themselves more freely, highlighting their emotions and experiences.
A tool at the service of store managers: Each testimonial is directly linked to the store concerned, enabling managers to hear the voice of their customers and better understand their expectations. Based on this feedback, they can adjust their actions and offer customized responses to local issues.
100% internal use: The opinions collected are exclusively intended for internal use. They enable Carrefour to fine-tune its services and improve the in-store experience, while respecting the confidentiality of customer feedback.
A gradual, controlled roll-out: The system was tested in 230 hypermarkets before being extended to all store formats, from supermarkets to convenience stores.

The results

The partnership between Carrefour and Ekoo quickly proved its effectiveness:

Thousands of opinions collected: In just a few months, Carrefour has collected several thousand voice testimonials, paving the way for a better understanding of customer expectations.
In-depth customer listening: By enabling store managers to listen directly to customer feedback, Carrefour has strengthened its ability to adapt its services in a targeted and effective way.
A solution successfully extended: After a conclusive trial phase in hypermarkets, the system has been extended to all Carrefour stores in France.
Innovation award: This project won Carrefour the Trophée de l'Innovation 2024 awarded by LSA, confirming the positive impact of this approach on its customer relations.

Thanks to Ekoo's audio solution, Carrefour has placed the voice of its customers at the heart of its continuous improvement process. By making the most of authentic, detailed testimonials, the company is strengthening its proximity to its customers while optimizing its services.

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