Smartphonehoesjes.nl is your go-to destination for all mobile device accessories – from smartphones to laptops and e-readers. As specialists in their field, it’s important for Smartphonehoesjes.nl to deliver both an optimised website and the best service. This is something they achieve with the help of feedback.
In this article, you’ll discover how collecting and analysing digital customer feedback with Mopinion helps Smartphonehoesjes.nl improve their overall user experience and customer satisfaction. Let’s dive in!
Smartphoneshoesjes.nl (which is Dutch for ‘smartphone cases’) was founded in the Netherlands in 2011. Since then, they have quickly expanded into the German and French markets.
Daphne Kramer has been a UX Designer at Smartphonehoesjes.nl, and part of their customer experience team, for the past two years. When she started, she was responsible for implementing user research in the company.
Daphne explains that incorporating customer feedback software was a natural step in this process. Having feedback data to support their decisions makes it easier to advocate for improvements to the website. It simply makes their case much stronger.
Reaching potential customers on the website
However, Daphne shares that the company was also looking to use customer feedback to help solve a few specific challenges.
“When you only operate online like we do, it’s tricky to reach customers for a conversation. The only option you have is to send a traditional email. Back then, we were already conducting NPS surveys this way after a purchase had been made.
That’s of course helpful, but we really needed to know why someone might not complete a purchase. For that, we had to be able to reach potential customers while they were on the website.”
Daphne continues to explain that they also wanted website visitors to be able to report potential bugs – there are always things you might miss yourself that your customers manage to catch. These reasons combined are how the need for a customer feedback software came about.
A general feedback form at Smartphonehoesjes.nl, available for customers at all times.
Sophisticated design and question logic options
So how did Smartphonehoesjes.nl end up chosing Mopinion to collect and analyse customer feedback? Daphne shares that they were initially using Hotjar, but were missing some key features which made them look for another solution.
“With Hotjar we could collect feedback and view user recordings. However, I found the solution a bit restrictive.
For example, I’m a designer and to me, it’s important to have everything in the same style as the website, even down to the feedback forms. It adds credibility. You don’t want your customers to question if the forms are part of the website or not. This is something we couldn’t achieve with Hotjar.
Another thing that was important to us was adding logic to questions and being able to be specific about which questions are shown to whom and when. This is also something that wasn’t possible with our previous solution, but something that I really enjoyed with Mopinion.”
Additionally, Daphne explains that she used to work with Mopinion at her previous place of employment, which made the choice to go back easier.
“I knew that if you have a question, you get support quickly. This together with the fact that we could use Mopinion in combination with other software, like Microsoft Clarity for session recordings, was important to me.”
Detecting and prioritising urgent issues
Daphne shares that Smartphonehoesjes.nl uses Mopinion and digital feedback in a few different ways to realise their customer experience goals. Naturally, they analyse feedback and look for potential improvement points after enough data has been received. However, a big priority of theirs is also to help customers as quickly as possible and to prioritise any urgent challenges that might come up on the website. This helps both customer satisfaction and conversion in the long run.
That’s why Smartphonehoesjes.nl also uses a Slack integration to reach urgent tasks.
“Slack helps us detect urgent issues in real-time and prioritise them. For example, suppose I get a Slack notification about the payment URL. In this case, I immediately know that it’s regarding an important part of the customer journey and that I should check it out quickly.”
An embedded feedback form asking if the page was of help to the customer.
User feedback for feature research
Smarthonehoesjes.nl also uses customer feedback in various ways to do feature research. Daphne explains that one method they utilise are fake door tests. This is when you create a fake feature designed to measure the audience’s interest in the functionality before development starts.
“Sometimes, these tests can be a bit tricky, however, as you don’t want to disappoint your customers by tricking them into believing that we have a feature that isn’t actually there.”
To combat this, Smartphonehoesjes.nl also strategically uses regular feedback forms to simply ask customers about potential new features.
“For example, we researched the use of social login as an alternative to creating an account on our webshop. To explore our customer’s interest in this this feature, we used Mopinion to add a regular feedback form directly on the login page. We did it this way instead of using a fake door test as it can be frustrating for the customer to click on ‘Login with Google’ only to have to fill out an entire form either way. By instead using a regular feedback form, we didn’t interrupt the customer journey as abruptly. ”
Using feedback to help guide the customer
Lastly, Daphne explains how customer feedback forms are used to make sure that the right information ends up with the right team.
As with a lot of e-commerce companies, Smartphonehoesjes.nl sometimes gets comments meant for the customer service team in their feedback forms. It is of course important to answer these queries as they affect customer satisfaction, but it can be tricky to get to them as they don’t end up in the correct inbox.
To solve this, Daphne has set up feedback forms with question logic that will direct the customer to the right team. Whenever someone uses words that are common for customer service queries, like ‘cancel order’, the logic is triggered. The customer is then redirected to another question, asking them to fill in some additional information. Once done, their message will be sent directly to the customer service team.
A feedback form on the French website with question logic. The customer has stated that they want to give feedback on incorrect information and is then asked “What information is incorrect?” and given the option to add an image.
“I would definitely recommend it”
For the coming year, Daphne shares that the team plans to keep going with their tried and true feedback methods. However, the goal is also to democratise customer feedback throughout the entire company.
“Right now we are using feedback for customer service and UX. But I also think it can be important for product and category managers, for example. Integrating feedback into the whole business is a big goal for me.”
Last but not least, we of course asked Daphne if she would recommend the Mopinion software to other companies looking for a digital feedback solution. We’re very happy with Daphne’s enthusiastic reply.
“Yes, I would definitely recommend Mopinion. I think the fact that I’m already using this software at my second company is high praise! Currenty, we are using Mopinion for our website and email. We don’t have an app, but if we did I would use it there as well.“
Special thanks to Daphne Kramer and the Smartphonehoesjes.nl team for providing us with these fantastic insights!
