CRM Zendesk
Manufacturing

Lafuma Mobilier digitizes its customer service with Zendesk

Lafuma Mobilier is THE specialist in outdoor furniture made in France, committed to the durability and repairability of its products. With unprecedented growth in its D2C sales during lockdown, the brand decided to digitize its customer service, based in Anneyron (Drôme) and serving more than fifteen countries (in six languages). To build on this touchpoint and develop its relationship with wholesale customers, the brand also launched a customer relationship program, Lafuma Mobilier for life, which lets customers register their product warranty online. Here is a look back at this Lafuma Mobilier x Synolia project, which won an award at the CX Awards 2022.

Lafuma Mobilier

A restructured customer service,
smoother conversations

Before digitizing its customer service, the Lafuma Mobilier teams used Outlook, with several inboxes and a color code to assign and sort complaints. But this system made it hard to keep track of conversations with customers.

So, to cope with the sharp rise in online purchases and customer requests, Lafuma Mobilier had to act quickly and with agility to structure its customer service.

What was at stake?

  • Redefine each team’s scope,
  • Standardize request-handling processes,
  • Define success criteria (KPIs),
  • Measure and structure requests to allocate resources better and reduce response times,

  • Turn customer service into an insights hub for the whole company (marketing, sales, digital, production, R&D…),
  • Collect customer data to improve products and pick up on weak signals,
  • Improve customer satisfaction.

The Lafuma Mobilier brief:

A solution to centralize requests from D2C customers and a customer relationship program to develop exchanges with wholesale customers.

 

The brand chose to schedule the customer service digitization project during the D2C low season (fall) to fully involve all stakeholders and get to grips with the tool more calmly. Lafuma Mobilier and Synolia therefore had a three-month window to roll out the solution.

Synolia x Zendesk

Lafuma Mobilier chose Synolia x Zendesk to deliver a “no-code” project that kept the development resources required to a minimum.

 

Synolia and Zendesk logos

 

Our services: running the set-up workshops, configuration support, adjustments and training so teams can handle functional changes on their own. UX/UI consulting and development of the landing page lafuma-mobilier-for-life.com

A collective intelligence project

Lafuma Mobilier’s customer service team was involved from the earliest phase of the project, and the whole team got on board. A customer service lead took charge of the project and followed the Zendesk rollout with Synolia to tailor it to the team’s needs.

A strong investment in self-service

The customer service and digital teams also joined forces to write the FAQ and the Help & Solutions pages with buying guides: a key pillar of Lafuma Mobilier’s customer-centric content strategy. Most of this content is available in 6 languages.

And more exchanges with end customers

Rolling out the Zendesk platform made it possible to structure Lafuma Mobilier’s exchanges with its e-commerce customers across several channels: email, phone, social media and mail.

 

More than 17,000 tickets/year

handled in Zendesk

More than 80,000 page views/year

on the FAQ

A single point
of contact

for all e-commerce
or wholesale customers

 

Building on the success of the Zendesk project, the brand wanted to leverage its digital customer relationship ecosystem to develop exchanges with its wholesale customers. To do so, in 2022, Lafuma Mobilier (with support from Synolia) launched a customer relationship program encouraging customers to register their product warranty through a dedicated landing page: www.lafuma-mobilier-for-life.com (available to European customers in 6 languages).

Integrated with the Zendesk platform, the landing page collects customer information and centralizes requests related to products under warranty. The initiative is consistent with the brand’s commitments to product durability and repairability and, once again, is part of the same drive to improve the customer experience.

 

Lafuma Mobilier Relax armchair

Results

The Zendesk platform has given Lafuma Mobilier a history of customer complaints and helped it anticipate seasonal peaks, respond faster, standardize its answers, and better identify recurring issues and areas for product improvement… It is helping to raise the quality of the customer experience, for D2C and now wholesale customers too.

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