JACK & JONES is one of Europe’s leading producers of men’s clothing with more than 1,000 stores in 38 countries. JACK & JONES clothing is also sold by thousands of wholesale partners around the world.

JACK & JONES is part of BESTSELLER, a large international fashion company. BESTSELLER brands and products are available online at around 2,700 Jack & Jones branded stores, 15,000 multi-brand stores and department stores around the world. BESTSELLER has more than 17,000 dedicated employees around the world.

JACK & JONES stores have been measuring real-time customer experience with HappyOrNot since December 2017 on top of traditional KPIs to improve their business and stay ahead of the competition. All levels of the organization use HappyOrNot data daily. For example, business management schedules CX-based contests and store managers identify pain points in the store experience and staff training needs.

Setting a new standard for CX JACK & JONES has launched the HappyOrNot service to all 25 store locations in Finland to get meaningful real-time CX data to which they can respond. Their main goal was to achieve their sales goals without compromising their customer service.

Satisfied customers like to come back, so it is a top priority to ensure that buyers and non-buyers leave the store with a smile on their faces. With the CX insights, JACK & JONES wants to understand the correlation between sales, visitor numbers and CX and turn visitors into buyers by offering an exceptional shopping experience.

“We used to use other methods, such as exit surveys and mystery shopping, but the amount of data was just too small to support our decision making. With HappyOrNot we get a high participation rate and CX data that matters,” says Mika Puolimatka, JACK & JONES Retail Operations Manager.

significantly improved customer satisfaction and achieved 35% more satisfied customers in just 6 months. They collected more than 230,000 responses from customers at JACK & JONES stores in Finland.

Customer feedback analysis helps to optimize CX
Through customer feedback analysis, JACK & JONES store managers and regional managers have been able to identify a relationship between positive customer feedback and boosts in conversion rates. The insights gained with the HappyOrNot Smiley Touch allow one to identify patterns in customer satisfaction levels and the reasons behind the feedback.

“We saw that on some weekday evenings and Saturdays we received more red smileys between 12:00 and 17:00. I adjusted our shifts and breaks and soon noticed that the number of red smileys was decreasing. These kinds of concrete actions are motivating for us as store managers and enable us to show exact data about how we have optimized resources without compromising customer satisfaction,” explains store manager Tanja Sormunen.

“Our biggest goal is to achieve our sales goals without ever compromising on the service level. The real-time Customer Experience (CX) insights from HappyOrNot are the data we use to ensure that we achieve that goal on a daily basis."

Area Manager

Workplace happiness is also improved with FourSmileys

“HappyOrNot is a great way for us managers to motivate teams”
“Every action by our employees is important. And I love how our customers leave open feedback to thank a particular seller or the entire team that has helped them. For example, we have discovered that even if both sales and HappyOrNot data are great, our staff can still feel stressed.

“Our employees are wonderful and dedicated to their work. HappyOrNot is a great way for us managers to motivate teams – we can show them the details and compliment them on the work they do, and let them know that everything is good and that their work is important, “says Petra Wallenius, JACK & JONES Area Manager.

Real-time insights show how employee satisfaction influences customer satisfaction

By asking employees what their working day was like and by asking customers what they thought of the service they received, JACK & JONES is able to identify trends, compare results between locations and even examine CX and employee satisfaction on the sales floor where the service takes place to know if improvements are needed. They can then take concrete measures and test how improvements in employee satisfaction affect customer satisfaction.

“CX analyzes and reports have become a daily tool for motivation and leadership for us. The professionalism and attitude of our employees are visible results of this. Real-time CX data has made it clear to everyone on our team that every day’s action matters, even the smallest ones, “says a JACK & JONES store manager.

“Our employees are wonderful and dedicated to their work. The FourSmileys from HappyOrNot are a great way for us managers to motivate teams - we can show them the details and compliment them on the work they do, and let them know that everything is good and that their work is important”

Petra Wallenius
Area Manager

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