"We wanted to take action on the customer experience dimension as part of this transformation, and called on Activeo, a specialist in customer relations and experience, to address this structuring and strategic axis for Laurastar."
Founded several decades ago, the company has grown to become one of the major players in the sector in France and internationally.
Founded in Switzerland 38 years ago, it now has 5 subsidiaries in Europe and over 2.8 million units sold. Building on its know-how, the company recently launched the “first connected iron for unrivalled ironing”, an iron system that connects to a mobile application. The device transforms itself into a personalized coach that analyzes the user’s movements, alerting if the limestone cartridge is at the end of its life, for example. Intelligent in this way, the ergonomic, durable product revolutionizes the world of ironing and, as an IOT, captures a wealth of valuable data.
A global digital transition for the brand, necessary and carried out with agility to propose a differentiating offer and counter the market players who, in this field of household appliances, are digitalizing via online. The stages of transformation cover not only product innovation, but also marketing, organization, processes, tools and skills.
The approach implemented is collaborative, co-constructed with all departments, designed to meet Laurastar’s strategy, and easily measurable and operational. Approached from the customer experience angle, it includes both short-term actions and a roadmap for the next 3 years.
The consulting mission carried out by the Activeo teams is then approached through the customer’s vision and experience. Understanding what the customer should no longer experience and revealing the brand’s full potential through the digital dimension (channels, IT, organization, processes, skills, managerial practices, relationship marketing…) were the major challenges of the mission.
"We quickly realized the business potential of this approach, which would make it easier to win new customers and increase customer loyalty. Following the success of this first mission, we renewed our confidence in Activeo by continuing with a second key phase, that of defining the relational program. Resolutely multi-channel, it is designed to increase the value of interactions, advise, recommend, offer relevant content, rewards and benefits, all along the customer's life-cycle." "We were particularly attracted by Activeo's approach, which advocated a collaborative approach that would activate engagement levers at key moments in the customer lifecycle. It's an approach that gives concrete form to the brand promise, encourages relational opportunities and makes data speak for itself. The latter is already enabling us to develop powerful relational and contextual marketing."« Nous avons été particulièrement séduits par l’approche d’Activeo qui a préconisé une démarche collaborative proposant d’actionner les leviers d’engagement aux moments clés du cycle de vie client. Un dispositif qui concrétise la promesse de marque, favorise les opportunités relationnelles et fait parler la donnée. Celle-ci permet d’ores et déjà de développer un marketing relationnel et contextuel puissant.»
