4 brands that use customer feedback to create their products

Rather than designing your products and services in your own corner, why not optimize customer feedback? What could be more logical than using your customers' opinions and comments? And thus maximize the chances that your products and services will appeal to them. Several brands have tried this strategy. Here's a closer look at four of them.

Société Générale co-creates with Appli Lab

For several years, Société Générale has been imagining numerous digital services with its customers. A case in point is the Appli Lab launched in 2014. This is a mobile application that regularly tests new functionalities with users. Currently, the bank is offering a 6-month trial of SoBotthe chatbot that answers questions about account status. Customers give their feedback directly from the application. Developers will then work on making the application as user-friendly as possible.

Decathlon deletes an item if the rating is less than 3/5

At Decathlon, it's customer feedback that determines the lifespan of a product. Decathlon attaches great importance to what customers think about their shopping experience and, above all, about their products, and makes a point of listening to them. In fact, when customer feedback concerns an item, it's the engineers and product managers who respond directly. For the past two years, the sports brand has gone one step further: if the overall satisfaction score is less than 3 out of 5, it withdraws the product from sale, and puts it back on the market after improvement. In 2017, the website dedicated to this initiative indicates that over 83% of negative reviews were taken into account by Decathlon teams.

Auchan Drive improves its products thanks to customer feedback

Still within the Mulliez Group, Auchan Drive also capitalizes on customer feedback to improve its products. Whether it's quality, taste or packaging, customers are invited to rate several criteria on the drive website. The aim is to obtain their perception of the private label products produced by Auchan. The overall score out of 5 appears in the description of each item. If the ratings are too negative, Auchan modifies or withdraws these products. This enables the brand to be more reactive in terms of improvement, especially as quality engineers and the production department have direct access to customer opinions.

OUI.sncf imagines its new services with passengers

The reservation platform has always received a great deal of customer feedback. And over the last ten years, it has taken full advantage of this feedback to make a number of changes. In addition to taking into account online reviews of customer experience and services, OUI.sncf has decided to co-create with travelers, turning them into beta testers. To achieve this, the SNCF subsidiary has set up an organization focused on co-construction via the platform OpenVSC platform, now known as OUI Talk. Contributors evaluated the new site, as well as all its services and functionalities. One of the first options created in response to numerous customer requests was the ability to reserve a seat for a pet from the mobile application.