Unibail-Rodamco-Westfield (URW) one of the world’s leading shopping centre groups, has shared the first results of its global implementation of the Goodays customer experience management platform across 50 centres in 11 different countries – including its Westfield London locations.
The Goodays Connect platform was deployed by the group in summer 2022 as part of a drive to re-establish a strong, emotional bond with customers after the disconnect caused by the pandemic. It provides customers at each shopping centre with a system to instantly leave feedback through a wide range of touchpoints – from in-centre QR codes at reception areas to digital and social channels.
Feedback is then routed to each Centre team in real-time to take action and make better, data-based decisions on behalf of customers. The solution also enables the Group to boost its reputation on public platforms such as Google My Business and Trip Advisor.
After just 12 months, the results (*) show:
- A global adoption rate of 95% amongst staff, from frontline sales staff to senior executives, with 79% using the tool to connect with customers every day
- Global NPS boost of +13 points compared to the 2022 average*
- Global Customer satisfaction increased by 5% to 4.29 / 5 **
- UK Customer satisfaction increased by 12% to 4.44 /5 **
- 54% of dissatisfied global customers retained
- In the UK NPS increased by +31 points
*NPS Data taken from the Goodays platform, NPS Increase is from the 2022 average to the 2023 average.
**Customer satisfaction data taken from the Goodays platform; the increase is from 2022 to 2023.
URW’s UK digital manager, Sheahan Arnott, explained more: “The Goodays tool is allowing us to create a true relationship with our customers in a way that is incomparable to other platforms. Customer satisfaction enriches everything we do, and we strive to be the best centres in Europe; therefore, we need a customer experience worthy of this title. But to do that, you first need to understand what customers are saying. It’s an old-school value done in a modern way, like building a relationship with your local grocer, but on a macro level.
“Goodays is a multi-layered tool that is paying off in ways that we never expected. We can dive into each KPI to easily secure a single customer view. Our HQ and senior leadership teams are now actively using it too. The number of brand advocates within the organisation who have embraced the platform is incredible. Our COO has access because he likes to look at the data, and it presents customer satisfaction in a way that gets the whole company involved. It’s easy to see why everyone is addicted to using it every day!”
Unibail-Rodamco-Westfield operates over 80 shopping centres across Europe and North America. In the UK alone, Westfield welcomed 52 million visitors through its doors in 2022. This number is expected to rise in 2023. Already a business that is proud of its commitment to customers, URW is investing in the Goodays platform to find a more efficient way to ensure customers are heard, understood and offered a personal experience in response.
Celine Kwiecien, CRM and engagement project manager, URW Europe, added: “The teams’ response to Goodays is at almost 100%, and the way the platform makes it super simple to reply to sometimes huge volumes of feedback has been incredible. It has helped to change the mindset of our teams, from avoiding feedback and ignoring issues to becoming addicted to listening to it via the platform. Now NPS isn’t just a marketing KPI, it’s something that everyone in the company cares about.”
‘Our shopping malls are primarily about people. In our DNA, we are a physical, social network where customers interact with each other, with tenants and brands. So connecting with our customers during and beyond their journey in our malls, having their real-time feedback, and embracing their satisfaction and NPS was a must-have move for us in our Engagement roadmap. Putting Customer Voice at the heart of our strategy is an important part of our Group’s vision.’ stated Jeantine Rakotondramanana, Group Director of Customer Engagement, URW Europe.
Nicolas Hammer, CEO and Co-Founder of Goodays, concluded: “URW is now a genuinely customer-centric brand with an impressive culture of people who listen and engage with customers, making them feel heard. There was an element of fear with feedback in the past, but what we’ve shown with Goodays Connect is that feedback is actually one of retail’s most powerful assets. Captured and put to good use across the business, it delivers the impressive uplift in customer satisfaction that we can see in URW’s results to date and is helping their business to thrive.”
*NPS Data taken from the Goodays platform, NPS Increase is from the 2022 average to the 2023 average.
**Customer satisfaction data taken from the Goodays platform; the increase is from 2022 to 2023.
