Continuous budget cuts within the research department at Fnac meant that the team needed to improve efficiency, and do more with less. Historically, they were reliant on external partners for research who were often expensive and slow to deliver results.
By investing in a relationship-based approach to insight, they have established a genuine dialogue and relationship with their customers. The customer insight available to them now is very rich and detailed with high response rates, which highlights the commitment and engagement from their members.
This has empowered the team to better understand its market and target customer, meaning they can make more informed strategic and operational decisions. The community was central to the rebuilding of the company's business model. It has influenced product innovations, store layouts and customer experience initiatives.
Stakeholders across the business are now more committed to integrating the voice of the customer into their day-to-day decisions to help them build the Fnac of tomorrow. They measure ROI in terms of delivering better advertising and conversion, savings in research costs and the speed of insight.