Vattenfall is a leading energy supplier, active across several European countries and with a strong focus on sustainability.
In the Netherlands alone, Vattenfall serves over 2 million customers. Their digital channels (such as their website, mobile app and email campaigns) play a big part in both nurturing customer relationships and reaching out to new potential prospects. To Vattenfall, collecting, analysing and acting on customer feedback is vital to ensure a smooth digital experience. This is where Mopinion enters the chat!
John-Paul de Rooij (Digital Analyst and VOC specialist) and John Tran (Digital Analytics Lead) both have key roles in continuously optimising Vattenfall’s digital experiences. An important piece in that puzzle is their voice of the customer programme. John explains:
“Our role is to support data-driven development across the organisations. Within Vattenfall, there are many teams that utilise Mopinion to gather qualitative feedback from both customers and prospects. This includes the loyalty and acquisition teams, but also stakeholders such as analytics, UX designers, product owners and managers.
The feedback we collect helps us identify pain points within our journeys and improve the overall user experience.”
Prioritising and pinpointing improvement areas
John and John-Paul explain that Vattenfall’s teams use different feedback form types and scores across its digital channels to gather insights.
“For instance, we launch Customer Effort Score (CES) surveys, asking how difficult a certain task was to complete, after a user has finished specific digital journeys. For example, after resetting their password or renewing their contract.
We also deploy exit surveys whenever a user leaves a page without finishing a specific task within their journey.”
Image translation: We’d like to hear your input. How easy was it to sign up for your energy contract? Answer alternatives from ‘Very Easy’ to ‘Very Hard’.
This helps Vattenfall determine how easy it is to use their digital channels, why a user might be abandoning a task, as well as pinpoint improvement areas.
“We have several teams with separate goals tied to our CES forms. When they use the data from these surveys to make adjustments to the journeys, we’ve seen a clear uplift in the CES scores.
I think that seeing this improvement in their KPIs serves as a great motivation boost for the teams working on optimising the journeys. At the same time, it shows our customers that we are listening to their input,” John-Paul explains.
Ensuring quality with user management
Around 80 people are currently working with the customer feedback processes at Vattenfall. So how do they ensure that the forms they publish across their digital channels keep a consistent quality? John explains:
“John-Paul has created detailed documentation about how surveys should be designed. These include everything from tone of voice to whether multiple surveys can run on one page.”
To maintain this, the Vattenfall team has assigned several colleagues the role of “gatekeeper”. They are trained to publish surveys correctly and to uphold standards. Practically, this is done by utilising the user management functionality within Mopinion. This allows them to give specific access rights to certain people.
“It is a functionality we are extra happy with. Before we switched to Mopinion, we only had limited capabilities when it came to user types. Mopinion’s user management flexibility makes it easy to allow feedback data to flow in a controlled manner through all teams. All while still ensuring that the quality doesn’t suffer,” John-Paul explains.
Data privacy was a big factor in choosing a feedback software
As you can hear, Vattenfall has a solid voice of the customer programme in place. In fact, they already started it nine years ago when they implemented their first digital feedback software. However, John explains that as the organisation’s needs expanded, they began to look around for an alternative solution. A choice that ultimately landed on Mopinion.
“We were searching for software that offered varied options and possibilities for reporting and user management. In addition, it also needed to allow us to segment reports for B2B and B2C, as well as publish surveys through a manageable publishing functionality, rather than on an individual survey level.
Lastly, we wanted to effectively be able to track feedback from our mobile app users, which is a significant part of our business. ”
Image translation: What do you think of our website? Select a topic.
When they set out on their quest to find a new digital feedback software, John and John-Paul made a list of 46 requirements their new solution needed to meet. These were set up based on information they collected by speaking with several teams and stakeholders within Vattenfall.
By doing this, they could pinpoint what the ideal software for their organisation needed to look like. Among other things, this included flexibility and continuous innovation.
“Aside from meeting these requirements, it was important to us that Mopinion is based in the Netherlands and aligns with the stricter privacy regulations within Europe, like the GDPR. It ensures that our customer data is handled with the highest standards of security and compliance.
Additionally, the fact that the Mopinion team helped us proactively during the decision process and was willing to implement certain technical adjustments was a huge plus.”
Easy to publish and troubleshoot feedback forms
Vattenfall describes their experience with Mopinion as smooth from the very beginning, starting with the implementation period.
“The interface is very user-friendly and flexible. Learning it and teaching it made for a painless experience, and the Mopinion customer success team helped us with training,” John-Paul explains.
When it comes to specific features, John and John-Paul are especially happy with the user management system, as mentioned, but also with how easy it is to publish (deploy) feedback forms.
“Previously, we only had a toggle on or off option. With Mopinion, we can see the history of changes that have been made to a deployment, and you can drag forms in and out of a live setting. It makes things very easy,” John-Paul elaborates.
“Another thing I like is the testing mode for website feedback forms (the Deployment Assistant). It’s helpful to be able to see what the forms will look like before you publish them. It also makes troubleshooting a lot easier. You can see exactly how and why a survey is or isn’t showing on your website.”
Image translation: Were you able to find all the information for contract renewals?? Do you have suggestions for how we could improve this page? Vattenfall may contact me for potential further questions.
“Using Mopinion’s software has made us more data-driven”
In conclusion, both John and John-Paul agree that they would happily recommend Mopinion to other companies looking for a feedback software solution and that it has had a positive impact on their business.
“Using Mopinion’s software has made us more data-driven and customer-oriented by incorporating both qualitative and quantitative feedback. This has allowed our teams to enrich stories, prioritise tasks and make decisions based on customer insights.”
Thanks to John-Paul de Rooij, John Tran and Vattenfall for sharing their insights.
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
