Bol.com in the eyes of potential customers with the best in the WUA investigation into the online guide to buying a laptop

Bol.com in the eyes of potential customers with the best in the  WUA investigation into the online guide to buying a laptop. In this interview, a conversation with Jan Huysmans, director of electronics and toys, and Elias Ott, category manager and computer games on VR win in the DNA, the ultimate customer proposition, data, personalization and market stalls.

Jan Huysmans and Elias Ott, congratulations on the win in this WUA research. How important do you think it to be the best in the digital arena? What role having played a  winning mentality  in this?
Jan Huysmans: "We are very happy because it is a recognition of the people for whom we do it all, our customers. They show that they appreciate the work we stabbing in bol.com. I think this award win is completely in line with how we work here, we want to offer our customers the best every day and biting do something better every day. "

Elias Ott: "Winning also lies very much in process. Continuous improvements are reflected in the schedules of the teams. We propose hypotheses, keys and so we are actually still in the tweaking and iterative processes improving. The winning mentality is good in the team. Inside the unit of Jan we do the  clash of the categories , which is an internal game. In part, it turns to business results and for some it is just  fun : we play bocce  together and recently I have a bootcamp participated. "

What is your approach, what is so good? What can teach other digital controllers of your approach?
JH: "It may sound obvious, but we really see the customer. We look at the customer experience, which is much wider than just the website, and everything around it is to service and customer contact. Is that super special? No, but in all areas really do the best for the customer and just a step further, there do it with a difference, in our opinion. "

EO: "We do very much, because we find so many things incredibly cute. We always want to see where we can achieve something more benefits. We invent new things to continue to move forward one step. Certainly everything works online which you tweak together in: creating a cross-fertilization, making developments go even harder.

JH: "We deliberately choose to cut down on it all into small pieces and to experiment in areas. If you chop everything into very small pieces, you see quickly what works and what does not. And so you can make very quickly many yards. Some things we just stop, then there are ten other things done we then indeed picking up. "

EO: "At the beginning of the year we discuss a number of focal points. Throughout the year there are so many other things in which we have a number of these focal points 'turned on' by the end of the year. We have seen that other issues have more sense. "

"That's the power of bol.com: there is a lot of  forward focus What we are increasingly doing, is to agree on a process of how to even better.  Learnings  to share so that we can evaluate every quarter, looking at each other. learn from the things that went well and that could be better. we want to share this with the rest of the organization. "

From a consumer perspective, there would be no difference (more) may be between service and sales. You are well able to break the silos at bol.com or are you planning to do?
JH: "Customers are looking for a total solution, a product or service. We look from the need and work towards a solution. Of course we are organized into specialist: that is super important, because each domain, so both the sales and service area, developments go so fast that you do not have to keep up from a central point. "

EO: "Category Teams sit with their shop very close to the customer. They are supported by colleagues of customer service, but also controlling and the  Supply Chain Department. We turn as soon as possible with each other. If on a particular topic arise many questions, for example, wants the  scripting  and the responses to the call center agents are adjusted equal to answer questions as well as possible. "

"We have the organization rigged from NPS thinking and decorated in customer satisfaction. That's here as a high priority, we always think the customer and then the rest. This is a common interest we all have."

What role does customer research and customer at the center of your daily work and the teams that fall under your responsibility?
JH: "We get permanent insights from NPS measurements. Which can be at category level  down drill at driver level. What is well behind what is going on? If you notice something somewhere, you can see the open customer answers and we bring out a lot of wisdom. You additionally have the customer behavior data, what happens on the site? This is also an important element of customer research and we get a lot out. "

EO: "Customer behavior and data. There's a huge challenge, because I get a lot of kick to understand that. We are studying here with a lot of professionals, including econometricians, day in and day out customer behavior. We want to understand how it works, because we like it and because we want to be successful. So we are very busy anyway regulate dashboarding super tight to clarify the dates so that you understand in one overview and see that this is happening. You can then go  down drill  and quickly get to the core. "

JH: "It not only is a problem, it can also be good about something goes very well to understand the success and to be able to replicate it. What is, for example, optimum promotion now REALLY like and we have done that? "

What KPIs do you use for digital, which buttons you turn especially to excel digital?
JH: "We send mainly NPS. In addition, we naturally send quite a number of conversion KPIs, but we have also several service and customer satisfaction. "

What are your greatest digital challenges for 2017?
JH: "An important element is much better to understand specific client groups, we also learn permanently in and we take big steps. There is no such thing as a customer journey, there are so many different needs. We want to understand and properly respond. That is the big challenge, I think, to be ultimately more relevant for consumers. Not  one-size-fits-all , but very focused. "

EO: "Bol.com is the store of all of us. The one ultimately chosen on the basis of what his  peers  are important and sensitive reviews. Another look at specs. You all want to weigh based on the data that you have to be able to correspond as closely as possible to the needs of the customer. "

JH: "It is not hard for somewhere to put down a page where you can find together all explanation. The challenge is: how do you get that in a good way in the customer journey, in such a way that the one does not interfere and help the other? This is an ongoing exercise which we always look our ux specialists. How can we now integrate well? The  end game  is about relevance. "

EO: "For example, in complex technical products, you see many decision aids on the market. Since we are also going to look at. You can then choose the best practice to be copied by building a funneltje with 5 questions in it and say this is the answer and the product that you are looking for. But understand this customer? Have you well taken customers from certain specifications, for example, a laptop? Did you explain what this does for you, a certain speed and ease of use? If you fill three things in a decision aid and bam, you have the answer, what connection do you have with the client? Those are challenges! "

Which digital innovations you are now and what developments are there on the roadmap?
JH: "We have recently expanded our delivery service: delivery on Sunday delivery on all weeknights and same-day delivery at home. So we're really on the delivery propositions, we have beautiful steps created another project with which we are experimenting, live chat in the computing environment. "

What do you think is  the next big thing  in digital in your market and focus?
EO: "You want to be as close as possible to the physical experience of the customer. This can be achieved with VR-applications. Some products are selling like hot cakes and that people buy easily online. But what's more expensive or complex, you want to take away really care as much as possible, or answers to questions that play. If you can run a laptop all by yourself virtually in the air, just look at the connections, you can put it in a manner of speaking also as virtual start ... Those are fantastic VR applications! "

JH: "At the time trends translate into customer needs, we must be on board and experimentation. Our concern is ultimately where our customers are waiting. "

EO: "Furthermore, I believe that a wealthy individual personal approach is very important. It's not all about data, but about personal relevance in all areas. One of our board members said very nice, with the famous statement: "Bol.com has no customers, but customers have bol.com." Slogan is really here in the DNA. "

What is your ultimate goal and dream to achieve business area?
JH: "What I find super pleasant to  retailing , the impact is, when you do something, you see immediate results and that applies to digital even stronger. I definitely get my energy out and there would perfect much further, I want to understand it better. My goal is also to let more people discover how easy and fun online shopping. "

EO: "For me it is the best store, or actually drop the best proposition that there has ever been. I want to understand exactly what a consumer needs and tailoring as the very best proposition. I would divide stripping in target groups and propositions, peel and bay, on a scalable way. "

"I also want to add warmth: from personal contact I want consumers to feel understood us I always see as a market vendor with in this case myself lots of different stalls I would consumers be able to look in the eye.."