BabySam’s new service concept attracts new parents
On the basis of knowledge regarding customers experience- and service needs DESIGN CONCERN has developed a new service- and educational concept, which makes BabySam even more attractive for new parents. (The video below is in Danish)
The customer
BabySam is Denmark’s leading retail chain within baby equipment. The retail chain has 32 stores allocated all over Denmark and has around 500 employees.
The task
BabySam wanted to develop new and improved services in order to meet the customers in a new way. The salesperson/customer relationship should not only be about sales, but also a creation of a particular value for the customer. The task included an analysis of the customer’s known and unknown needs and an educational programme for the employees.
The solution
By means of user-driven innovation methods DESIGN CONCERN has covered various important potentials of improvement, which has been of high importance in the development of BabySam’s strategic service platform.
Step 1 – covering of known and unknown user needs. This included:
- User surveys in two stores and online surveys on BabySam’s website (plus focus group and mother’s group).
- Development of idea catalogue with the users suggestions to improvements of stores and service.
Step 2 – development of teaching resources, including:
- Four fictional characters, which represent different types of customers identified in the user analysis. The four characters are used as a mean to train the salespersons in spotting different customer segments with different needs. In doing so the salesperson can target the service accordingly.
- A baby catalogue - an easy accessible tool the salespersons can use as a reference work both in preparation to and in the sales situation.
The result
BabySam’s HR-executive, Signe C. Jørgensen says:
“Together with the design company DESIGN CONCERN and the innovation consultant company GEMBA Innovation, BabySam has had the pleasure of using a range of user-driven innovation tools, which have covered several important potentials of improvement and have an impact in the development of BabySam’s strategic platform.
The project has resulted in an educational module and a virtual knowledge center in the shape of a wiki on the intranet. In BabySam we expect, that our employees on the basis of the findings will be able to give an even further targeted guidance to our core customer segments characterised by increased quality across all BabySam stores”.
Working together with designers
…”We have never worked with designers. But this experience proved, that Lone and her colleagues were methodically strong in covering user needs. Cooperating with designers has become less unfamiliar to us – the world of design and our world have come closer together”.