Customers have always been at the center of everything we do in VELUX, and to succeed with our strategy, we must get even closer to them in the future. Understanding and anticipating our customers’ future needs is what will keep us in business and ahead of the game. In VELUX, we have a team of colleagues dedicated to help with just that. Read on to learn more about Group Insights.
No one knows our customers’ needs better than they do themselves, which is why we must embrace any opportunity to engage and learn more about them. For Group Insights, listening to customers and gathering different types of data is what enables them to provide high-quality strategic insights about our customers, markets and competitors to the broad organisation.
“Our mission is to find opportunities for growth, monitor our successes, and prioritize activities. We do this by listening to the customers in different ways,” says Rikke Børsting, Director Group Insights.
Online surveys
Online surveys are one of the key tools to get feedback from current customers but also to determine desire and brand awareness among future customers and in our markets in general. Throughout the year, the Group Insights team collects data from thousands of people across many of our markets.
“We track on three different parameters: our brand performance with the general population; our performance in the eyes of professional customers such as installers, dealers and architects; and our relevancy in the home improvement category from an end-user's perspective. Our continuous tracking allows us to follow the development over time, measure our position relative to competitors and identify which areas we should work with to improve further,” explains Rikke Børsting.
Group Insights are also looking into ways of gathering even more data from our end-customers and are currently helping OSO and After Sales with setting up different feedback flows.
When you visit people at home, you gain a better understanding of what the customers’ daily lives look like"
Rikke Børsting, Director Group Insights
Home visits
Another way to learn about customers is by visiting them in their homes. This provides an opportunity to get closer to the customers and learn more about them. The home interviews are done by professionals, such as anthropologists, and are currently carried out in four different markets across our regions.
“When you visit people at home, you gain a better understanding of what the customers’ daily lives look like, what drives their home improvement projects and what barriers they might face in the process,” says Rikke Børsting.
This method is naturally more comprehensive and time-consuming, but also a great supplement to the insights we get from questionnaires.
Trends and market reports
Besides collecting their own data, Group Insights also gather insights from a range of market reports to understand our industry, keep track of our competitors, monitor our market shares and follow trends in the building industry as well as in the general population.
“During the COVID-19 pandemic, we saw a big interest in home improvements, partly fueled by the need to work from home. Working from home is still a trend in the markets, but as countries are opening for tourists again, we see that travelling is on the rise while home improvements are on the decline,” says Rikke Børsting.
In the coming months, Group Insights will work with some of our strategic projects to create a common language around the customer journey and establish relevant touchpoints for collecting data and feedback. The goal: to deliver insights into the overall satisfaction on our customers’ home improvement journey from inspiration to finished project.
“Once we have a feedback structure in place for each defined touch point in the customer journey, it will provide great insights in terms of where we are doing great and where our pain points are, and this will help us focus our future efforts,” Rikke Børsting says.