Harnessing the power of emotions – measuring customers’ feelings

Alko has a long history as a pioneer in good customer service. We are known for the professionalism and friendliness of our personnel. Customers appreciate this. “I call it our power – it makes us stand out from other companies in the retail sector,” says Sanna Puumalainen, Customer Experience Manager.

Puumalainen says that Alko set out on the path of personal service early on. Many older customers remember the cheerful service they received at Alko back when all sales were still made from behind a counter – and the company has fostered this spirit of service over the years, in line with the spirit of the times. Nowadays, customer encounters are relaxed and easy-going, and the salespeople can express their own personality. 

At Alko, being a pioneer in customer service means a high level of expertise and its continuous development. 

“We stay relevant to our customers: we tailor our selection to seasons and trends and can recommend alternatives. Our pioneering touch is evident in the quality of our service, regardless of where and how customers shop. Whether a customer visits Alko online or in a brick-and-mortar store, we are in touch with the zeitgeist and cater to their needs,” states Puumalainen. 

Emotions at play  

Alko uses several methods to measure the customer experience – one of these is the checkout survey, introduced in 2017. The survey is presented on the customer display after payment is made and includes changing questions about customer satisfaction. As a new feature, an emotion meter was launched in the summer of 2021. 

“Studies show that emotions account for two-thirds of the customer experience. Thus, it is important to know how customers feel about their shopping experience,” says Puumalainen. 

Tiina Honkanen, salesperson and service master at Alko in Nurmes, says that the checkout survey is a handy tool that helps the stores stay informed about customer needs and the staff’s service performance. 

“With the survey, we can keep track of customer satisfaction and compare the daily and weekly results. For instance, we can examine how busy periods affect the customer experience,” states Honkanen.