How Electrolux optimises experiences for 1-second attention spans

Electrical appliances is a high-effort experience in a competitive market where poor experiences can hit manufacturers hard. Electrolux was a traditionally product-led company, but they knew they needed to act to develop their brand value and improve the customer experience

We have 1 second to help in-store customers understand why we are better than our competition. That’s a lot of pressure so we need to get the experience right.

ANTON LUNDBURG, DIRECTOR OF CONSUMER EXPERIENCE INSIGHT AT ELECTROLUX

HOW ELECTROLUX CLOSED THE EXPERIENCE GAP

MONITORING EXPERIENCE DATA IN STORE

Electrolux has always monitored operational data, but now they were able to include in-store experience data to help drive their customer experience forward.

OPTIMISING FOR 1-SECOND ATTENTION SPANS

Recognising the tiny window of customer attention they could expect in-store, Electrolux used customer
experience data to maximise the effect of their communications

ADDRESSING THE REGISTRATION GAP

Experience data uncovered why the vast majority of
customers weren’t registering new products online. As a
result, the team streamlined the registration process to
remove barriers and boost registration numbers.

ADAPTING THEIR CORPORATE STRUCTURES

Adopting CX as a discipline has sparked major operational
changes for the company. Brand is now regarded from an
experience point of view, with brand managers beginning
to step out of their siloes and influence the service process.